An Experience Made for the Trade


GRADIENT started collaborating with Basil Hayden’s Inter Agency Team for months before the first event, working together to strategize the experiential element within a complete “Sipping Companions” campaign. Tasked with the goal of reaching trade to ultimately boost sales in 5 target markets, GRADIENT worked in tandem with all agency partners to support all elements of the campaign via a trade tour rooted in experience.


With the approach “hospitality meets craftsmanship through the lens of Basil Hayden’s” Bourbon Among Friends” was born – a series of trade events that brings the spirit of generous hosting to life, designed to encourage bartenders to recommend Basil Hayden’s as a bourbon made for sharing. Each event was highly localized, hosted by a local influencer and centered around a local maker who shared a unique item created to better share Basil Hayden’s. Modular event assets and decor were created to maximize budgets and create a visual baseline for each highly localized event.


Each event was an elevated yet approachable take on hospitality that is unique to Basil Hayden’s, the trade experienced the brand from a lifestyle perspective, creating conversational moments and casually collective experiences that reintroduced the liquid and introduced the local maker item in an organic social setting. Bartenders walked away knowing that Basil Hayden’s is a social sipping bourbon they can confidently recommend to any whiskey drinker of any experience level.