Global Spirits Marketer Sazerac Company Turns to BUNTIN for 1792 Bourbon Brand Positioning Goals

The Sazerac Company, which began its cognac business nearly 400 years ago in France - and today is the world’s premier global spirits company with over 450 spirits brands - has hired BUNTIN to lead its efforts to establish its 1792 Bourbon as the most stylish premium bourbon brand in the world.

“1792 bourbon is distinctly different,” notes BUNTIN co-president and COO, Dave Damman. “It doesn’t act like other bourbons, doesn’t taste like other bourbons, and certainly doesn’t look like other bourbons. Its unique position and packaging clearly stand out in the ever growing bourbon category.”

For 1792, Dave says BUNTIN is developing a campaign focused on 1792’s 'untypical' and differentiating factors. “1792 has more sophistication and style than other bourbons, and the bottle design and tasting notes back that up,” he says, adding that the creative will focus on the brand’s product essence through stylish visuals showing 1792 as the 'key' that unlocks unexpected cosmopolitan experiences. “We want to inspire people to express their own unique style and be anything but typical.”

The new creative, which will rely heavily on video across digital media, will begin appearing in the U.S. prior to Thanksgiving, with plans to extend the campaign to markets in South Korea and China in early 2022.