BOURBON LEGENDS BOXCAR

Beam Suntory set out to deepen consumer connection to its bourbon portfolio—Jim Beam, Maker’s Mark, Knob Creek, and Basil Hayden’s—through an experience that went beyond standard tastings. The goal was to celebrate America’s bourbon heritage in a way that was immersive, educational, and shareable.

The Bourbon Legends Boxcar was a traveling pop-up designed as a reimagined “boxcar” environment. Guests explored branded spaces, joined guided tastings, and engaged with interactive storytelling highlighting each bourbon’s history and flavor profile. With cocktail bars, food pairings, and cultural programming, the tour blended education and entertainment, drawing strong attendance and media attention in every city.

I led planning and execution —overseeing all elements of the activation, managing logistics, working directly with clients and all brand teams for the 4 bourbon brands to ensure brand messaging was resonating. I also supported the bar and bites curation as well as on-site content capture to amplify the campaign beyond the event and drive social engagement.

Key Metrics / 7K+ RSVPS, 15K+ Drinks Served, 4M+ Earned Impressions, 1.25M+ Social Reach (Exceeded KPIs by average of 30%)
Role / Account Lead (Gradient Experiential)
Client / Beam Suntory (Jim Beam, Knob Creek, Maker’s Mark, Basil Hayden)