05/28/2025
This thing of ours...
When I got into advertising, there was definitely a short list of brands that I dreamed of working with. Very rarely do those wishes come true, and I’ve been lucky to have experience working with a few.
This though? Nothing compares to this.
A little over 10 years ago, when I started getting interested in bourbon, I noticed a cool looking bottle on the shelves of my local liquor store. Loved the design, the type face, and it was from Brooklyn...so local. I thought “What the hell...let’s check it out.”
Then I tasted it. As a guy who doesn’t really drink much, and had old fashioneds up to that point, this was the first bourbon that I loved drinking on the rocks and even neat. I finally tasted the vanilla...the caramel...even the oak from the barrels. It changed my relationship with bourbon.
I was handing out bottles as gifts, proud, and evangelizing it the same way as if I just discovered LCD Soundsystem in a Brooklyn party.
Now...in 2025, the brand has grown and matured. (And I’ve gotten older.) But, in some magical way, our agency has launched the first-ever integrated media program for WIDOW JANE bourbon. You’ll see our painted walls around Manhattan and Brooklyn, and starting today, you can check out this incredible custom branded content piece in partnership with The New York Times.
So pick up a bottle of this incredible bourbon, share a story with your friends, and cheers to success, growth, and the challenges life will throw at you, because if you toughen it out, they will help get you where you want to go.
