Position the brand as a catalyst for memorable mischief. Use the key and keyhole assets to frame moments that break convention, brought to life through a bold new tagline: Seize Tonight.

A cinematic hero film, social cutdowns, and reportage photography captured spontaneous, mischievous moments. Distinctive devices—gold key borders, keyhole lockups, and elevated bottle staging—ensured premium cues across TV, digital, social, and retail.

Delivered a confident new North Star that broadened appeal, reignited relevance, and set the stage for growth with a new generation of bourbon drinkers.