Basil Hayden has unveiled “The One With The Belt” campaign, aiming to attract new drinkers by positioning its bourbon as an alternative to traditional dark spirits. The campaign, named after the copper and silver belt adorning each bottle, features advertisements set in unconventional drinking occasions.
The creative spots showcase the bourbon in bright, daytime settings rather than the typical dimly lit bars often associated with whiskey advertising. A remixed version of Beethoven’s “Für Elise” accompanies the visuals, reinforcing the brand’s departure from category conventions.
Basil Hayden Targets New Audiences With “The One With The Belt”
The campaign reflects a broader strategy to expand bourbon’s appeal beyond its traditional consumer base. Regan Clarke, U.S. vice president of American Whiskey at Suntory Global Spirits, emphasized the brand’s role as a category disruptor.
“When Booker Noe first created Basil Hayden, his mission was to expand consumers’ minds by making a lighter and brighter bourbon and with the debut of ‘The One With the Belt,’ we continue to honor his vision,” Clarke said.
The advertisements feature the Basil Hayden 75, the brand’s twist on the classic French 75 cocktail, served during golden hour gatherings. This approach contrasts with typical whiskey marketing that often emphasizes neat pours in masculine settings.
“The One With The Belt” Rolls Out Across Multiple Platforms
The campaign began on September 2nd and will run across television, streaming video, social media, and digital channels. Creative partner Pereira O’Dell developed the advertisements in collaboration with the brand.
Basil Hayden, founded over 30 years ago by Seventh Generation Master Distiller Booker Noe, helped establish the small batch bourbon category. The brand’s lighter flavor profile differs from traditional bourbons, containing a higher percentage of rye in its mash bill.
The marketing push comes as whiskey brands increasingly compete for younger consumers who may view bourbon as their parents’ drink. By highlighting cocktail applications and social occasions, the campaign attempts to modernize bourbon’s image.
The campaign’s focus on unexpected moments and versatility suggests Basil Hayden sees opportunity in attracting drinkers who might typically choose vodka or gin-based cocktails.
Regan Clarke commented: “With this new campaign, we are re-introducing Basil Hayden as the bourbon that is constantly challenging category preconceptions as the provocateur of the category.”
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