Pendleton Whisky (Proximo Spirits) is making an aggressive move to expand nationally beyond its current footprint in the Pacific Northwest, staking its claim as the “whisky of the Great American West.” Since launching in 2003, Pendleton has seen more than 300% growth in annual cases sold since 2008.
The new major marketing campaign features TV advertising, social and digital media, a title sponsorship with Professional Bull Riders (PBR) and an all-new bottle design.
The new TV commercial debuted today (4/8), airing nationally on sports and lifestyle broadcast networks. The campaign is complemented by a newly designed bottle, featuring a distinctive western typestyle, prominently showcasing Pendleton’s red bucking horse and rider symbol along with the “Let’er Buck” tagline, familiar tributes to the Pendleton Round-Up.
Pendleton Whisky is also reaching consumers as the Official Whisky of the 2019 PBR Velocity Tour, featuring 31 events in markets across the U.S. As the tour’s title sponsor, Pendleton Whisky is connecting with consumers on-site at each live event, as well as through the PBR digital content and the tour’s TV broadcast schedule.
The new TV spot, from preeminent commercial director Jake Scott, documents the cowboy spirit and shows an honorable and hardworking bull rider learning to conquer his 8-second ride.
“Rodeo has always been the heart of Pendleton Whisky. No matter where you live, there is something about rodeo and the cowboy lifestyle that appeals to everyone,” said Dylan Beyer, Proximo’s Pendleton Whisky Senior Brand Manager. “Pendleton is a whisky for those who embrace the attitude of the American West, and as the American Whisky category diversifies, it is the perfect time to bring Pendleton’s authenticity to a national stage.”
“Working with a brand shaped by the spirit and perseverance of the American cowboy, the rodeo and the historic Pendleton Round-Up, there was no shortage of authenticity,” said Mikal Reich, Creative Director of the Dead As We Know It agency. “We were thrilled to work with Jake Scott to tell this story in the most beautiful and elevated way.”