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Green River Distilling Revives Ghostly Guide For New Marketing Campaign

Green River Distilling Co., Kentucky's 10th oldest licensed distillery, is embracing its storied past with a hilarious and supernatural twist in its first major advertising campaign in over a century.
  • Beth Squires is the Deputy Editor of The Whiskey Wash and a graduate of the OurWhisky Foundation’s Atonia Programme. With over half a decade of industry experience, she is passionate about writing stories that highlight innovation, diversity, and sustainability across the global whisky landscape.
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G.R., the Ghost of Green River, is eager to share his historic whiskey knowledge with the bemused staff. Credit: Green River Distilling
Green River Distilling Co., Kentucky’s 10th oldest licensed distillery, is embracing its storied past with a hilarious and supernatural twist in its first major advertising campaign in over a century. The nationwide “Raise Your Spirits” campaign introduces G.R., the accidentally revived Ghost of Green River, as an otherworldly ambassador bringing historical whiskey wisdom to contemporary bourbon enthusiasts.

The integrated marketing initiative will reach more than 10 million consumers through streaming TV, digital video, social media, and out-of-home advertising. The campaign represents a significant investment in the brand’s growth strategy, featuring partnerships with sports media personality Colin Cowherd and Major League Baseball.

Investing in Heritage

“Green River’s legacy is not just about our storied past, it’s about the spirited persistence that drives us forward,” said Pete Marino, President of Bardstown Bourbon and Green River Distilling Co. “Our industry faces new obstacles and challenges, but we’re leaning into our strong brand and products and investing in accelerating Green River’s growth. The ‘Raise Your Spirits’ brand campaign will help us do that by bringing our distillery’s premium whiskey, timeless heritage, and of course, G.R. the Ghost of Green River, to a national audience.”

The creative campaign, developed by Forsman & Bodenfors, centers on G.R., a spectral character who shares century-old distilling wisdom with current Green River employees. The ghost’s presence serves as a clever metaphor for the brand’s commitment to simplified, quality bourbon production. Green River’s legacy is the “everything-you-need, nothing-you-don’t bourbon.”

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The mischievous spirit of G.R. brings a playful energy to the campaign, adding a lighthearted touch to Green River’s storytelling. His antics—often to the amusement (or mild annoyance) of the staff—inject humor into the brand’s message, reinforcing the call to “Raise Your Spirits.” Just be careful—you wouldn’t want to summon a prankster ghost by accident!

Green River’s Legacy Reborn

Green River’s history spans back to 1885, with notable achievements including Best of Show at the 1900 Paris World’s Fair Exposition. The brand also held the distinction of being the official medicinal whiskey of the U.S. Marine Hospital for 18 years.

Now part of Bardstown Bourbon Company since its 2022 revival, Green River is expanding its distribution to 45 states. The new marketing campaign will feature 30- and 15-second advertisements across various platforms, including point-of-sale materials for both on- and off-premise locations.

The integrated marketing approach includes targeted social media content and retail displays, bringing Green River’s distinctive character to modern bourbon consumers while honoring its historical significance in American whiskey production.

Beth Squires

Beth Squires is the Deputy Editor of The Whiskey Wash with over half a decade of industry experience. She possesses comprehensive knowledge of the global whisky landscape, spanning everything from heritage and production to complex market analysis. A graduate of the OurWhisky Foundation’s Atonia Programme, which champions women in whisky, Beth is a dedicated advocate for diversity and sustainability, focused on highlighting the innovation and storytelling that define the modern whisky industry.

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