Traveller Whiskey debuts Super Bowl commercial featuring Chris Stapleton.
Sazerac’s Traveller Whiskey will air its first Super Bowl advertisement, a 30-second national spot featuring country music star and brand co-creator Chris Stapleton. The commercial will run shortly before kickoff on NBC and Telemundo during Super Bowl LIX.
The advertisement showcases scenes from Buffalo Trace Distillery, where the bourbon is produced, and celebrates the craftsmanship behind the whiskey-making process.
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Stapleton, who co-created Traveller alongside Buffalo Trace master distiller Harlen Wheatley, appears throughout the commercial strumming his guitar as he prepares for a performance.
The spot notably includes Stapleton playing the opening bars of The Star-Spangled Banner, referencing his acclaimed 2024 Super Bowl national anthem performance.
“The high-profile advertisement is the latest in a series of major media investments behind the fast-growing Traveller’s brand,” the company stated.
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Traveller Whiskey recently secured a historic partnership as Major League Baseball’s first official whiskey. The brand also maintained a significant presence at the recent Daytona 500.
The Super Bowl commercial arrives as Traveller prepares to announce its first line extension, Traveller Full Proof, next week.
The advertisement was produced through a partnership between The Shop, Sazerac’s internal agency, and Ode Studios. This creative collaboration previously produced the “Welcome to the Show” commercial that aired during the Major League Baseball playoffs.
Buffalo Trace Distillery, which bills itself as the “World’s Most Award-Winning Distillery,” serves as the production home for Traveller Whiskey.
Super Bowl LIX represents a significant marketing milestone for the bourbon brand as it continues to expand its presence in major sporting events and build national recognition through high-profile partnerships and advertising campaigns.
