Baccarat Edition
Strategy Creative Direction Design Videography Photography Editing
From the very beginning of our partnership with Woodford Reserve, their craft and attention to detail have set the standard of quality within the bourbon world. In 2018, the time was right for the brand to expand its portfolio, to try something new, and to say hello to the ultra-premium bourbon market.
The Challenge
Woodford Reserve needed to extend its unique sense of sophistication to the luxury market while maintaining the sense of authenticity that has built and informed the brand’s look and feel from the start. The plan? Team up with legendary 250-year-old crystal maker Baccarat to create an exclusive, limited-release whiskey.
Woodford Reserve’s Luxury Baccarat Edition was born. The linking of their origin story with that of a French icon of classic technique and innovative design had some clear parallels. In exploring the brands’ connections, those links became even more distinct: both created in quiet, pastoral settings; two worlds informed by the resources of the land; two time-honored crafts enjoyed in urban, modern environments all over the world. Created worlds apart, but connected through their dedication to excellence, craft, and refined sensibility. The whiskey is finished in French XO Cognac casks for 3 years, and presented in an elegant Baccarat crystal decanter, designed to honor the iconic flask shape of the Woodford Reserve bottle.
The Approach
The World’s Finest Bourbon meets the World’s Finest Crystal.
French heritage meets the pioneering American spirit.
We wanted to reveal this unique partnership while affirming Woodford Reserve’s rightful place in the luxury market, so we developed a campaign highlighting the artistry of both production and product.
There is a sense of mystery to both bourbon and crystal. It’s found in the transformation of raw materials, the ancient techniques, the dark, storied spaces, and the quiet patience required. We wanted to elevate that allure and set Baccarat Edition apart from other spirit brands.
We knew we wanted to draw attention to both the depth of the process and the extravagance of the end product. We also wanted the environments, mystique, process, and product to speak for themselves, so we allowed the beautiful visuals and a dramatic score to confidently communicate a sense prestige for us. We revealed these parallel processes, explicitly tied together two distinct landscapes, and communicated the shared pursuit of excellence. We invited luxury spirit consumers to add Baccarat Edition to the front of their list.
Results
As news of this exclusive release spread quickly, our video, photos, and accompanying ads were used widely in social media and various digital platforms, featured in articles by publications like Forbes, and printed on large displays in duty-free airport shops.
“From a design standpoint, it was another opportunity to move the needle for the brand.”
-Evan Taylor, Graphic Designer
