Scoot McNairy Embodies the Spirit of a Texan for TX Whiskey

In the first major campaign for the Texas-based whiskey company, Tombras enlisted native Texan Scoot McNairy (Narcos) to espouse what it means to be Texan in mind, body, and spirit. As a cattle ranch owner himself, Scoot embodies the beautiful blend of ruggedness and elegance unites all Texans from Austin to Amarillo. 

The work introduces TX Whiskey’s first campaign line, 'Our Whiskey, Our Way,' a nod to the independent spirit of Texans, and the innovative techniques used by TX in the distillation process–using Texas Pecans for the yeast needed to create the mashbill and distilling the spirit in a quintessentially Texan copper still that sits at the centre of TX’s Whiskey Ranch. 

A newer entrant to the American Whiskey portfolio, TX Whiskey has seen dramatic growth since launching in 2012. Pernod Ricard acquired the brand in 2019.

To continue its growth trajectory, Pernod Ricard and Tombras have built a campaign with a hard-hitting arsenal of 15 second and 6 second videos which will initially run across digital and social channels. 

Pam Forbus, CMO, Pernod Ricard USA: “With TX Whiskey in double digit growth for the past eight years we are excited to punctuate its sustained success with its first big marketing campaign, ‘Our Whiskey, Our Way’. As a Texas transplant myself, I know there is a tremendous amount of pride in being a Texan and we feel we really tapped into that Texas authenticity with this campaign. We want our consumers to see the big ‘TX’ on our bottle and wear that as a badge of pride – a whiskey founded in their home state that they can be proud to have.”  

The campaign was shot at Whiskey Ranch, TX Whiskey’s world class distillery. Directed by Houston native Nate Edwards with an all-Texan crew, the production lived up to the ethos of the work.  

Tombras, which grew their relationship with Pernod-Ricard USA after starting with Smooth Ambler in 2019, also works with three of the four American whiskey brands in their portfolio.