Angel’s Envy Breaks Boundaries With New ‘Worth The Envy’ Campaign

by Beth Squires
April 19, 2024

Angel’s Envy Distillery, located in Louisville, KY, is breaking bourbon boundaries with its new “Worth The Envy” campaign. The multimedia campaign redefines envy as a beneficial emotion that “inspires bending the rules”.

According to the press release, Angel’s Envy is “on a mission to transcend and reimagine the category by breaking out of the traditional norms”.

“Worth The Envy” has both 30 and 15-second spots on NBC Sports, The Gold Channel, Hulu, and Peacock.

The “Worth The Envy” spots feature a bottle of Angel’s Envy Kentucky Straight Bourbon Finish in Port Wine Barrels in a number of locations with different groups of bourbon lovers. The characters enjoy Angel’s Envy both neat and in cocktails, showcasing the diversity of the whiskey.

Maria Dao, North America Marketing Director, said: “At ANGEL’S ENVY, we pride ourselves in our innovative nature and origin. We were one of the first distillers ever to bring secondary finishing to the bourbon industry at a time when it was considered a somewhat radical and visionary concept. Worth the Envy strives to bend how people think about bourbon”.

Bruno Luglio, Executive Creative Director at Sid Lee Creative Agency added: “When we think of bourbon, it’s typically driven by moody and isolating environments, limited cocktail offerings, and enjoyed primarily by aficionados. By embracing ANGEL’S ENVY’s rule-bending ethos, we were inspired to create a campaign that’s as exciting, inclusive, and progressive as ANGEL’S ENVY itself — and captured an opportunity to flip perceptions of envy – and bourbon – and reimagine it as a motivation to raise the bar.”

Angel’s Envy Spark Plug Cocktail Recipe

Enjoy Angel’s Envy just like those in the spot with the Spark Plug cocktail:

1 ½ parts Angel’s Envy Kentucky Straight Bourbon Finished in Port Wine Barrels
1 part Vanilla Liqueur
2 parts espresso

Add all ingredients into a cold cocktail shaker. Shake vigorously and strain into a coupe glass. Garnish as you choose with coffee beans or grated cinnamon.