Expanding a Heritage Brand Through Experience

The Ask

Bulleit Bourbon sought to move beyond traditional spirits marketing, positioning itself as a heritage craft brand with contemporary cultural relevance among influential voices in sustainability, art, and outdoor culture. The challenge was to create an experience that felt authentic and relevant, while fostering real connection rather than surface-level exposure.

Our Point of View

We believed that positioning a brand like Bulleit requires more than sampling cocktails. It requires creating environments where people feel welcomed, grounded, and open to conversation. When hospitality leads, relationships follow. We reimagined a dinner not as a showcase, but as a cultural gathering, one that allowed Bulleit’s heritage to be felt through shared experience rather than explained through messaging.

What We Did

Designed the Experience Around the Guest
At Sonoma’s Jack London Estate, we transformed raw outdoor space into an intimate dining environment that felt calm, intentional, and considered. Every detail, from locally sourced Niman Ranch meats to Crow Canyon heritage tableware and a fly-in grillmaster, was chosen to reduce distraction and invite presence.

Created Conditions for Meaningful Exchange
We brought together a small group of pioneers from sustainability, art, and adventure, not to network, but to linger. The evening unfolded at an unhurried pace, allowing culinary craft, storytelling, and dialogue to emerge naturally. Bulleit’s frontier spirit surfaced through people and conversation, not presentation.

Integrated Storytelling Without Interrupting the Moment
Partner activations with Camp Chef and others were woven seamlessly into the experience. Live content capture and an on-site podcast series documented authentic dialogue in real time, turning genuine moments into lasting media assets without pulling guests out of the experience.

Orchestrated the Entire Journey
From curated transportation out of San Francisco to pacing, flow, and departure, we managed every touchpoint end to end. Guests never had to think about logistics, allowing them to stay present, engage more deeply, and connect more openly with one another.

“Perfect representation of what it means to get people outside of the city and outside of the convention center and outside the day to day business life.”

— Lauren Fennema, Brand Influencer and Trend Analyst

Impact

The experience shifted Bulleit from host to convener. By leading with hospitality, the brand stepped out of the typical spirits playbook and into a narrative of heritage and cultural relevance. The event:

• Positioned Bulleit alongside progressive voices in meaningful cultural arenas
• Created owned content assets that extended well beyond the dinner itself
• Built authentic relationships with influential creators who resonate with contemporary audiences

This was not a dinner. It was a carefully designed environment that connected craft to community.