Woodford Reserve Captures the World of Flavour with Fashion-Forward Campaign

When Energy BBDO and Woodford Reserve first started working together, bourbon was generally grounded in an old-school narrative.

Woodford Reserve wanted to figure out the right place to play in culture and ultimately build cultural confidence.

Via extensive research and insights, Energy BBDO discovered that the Woodford Reserve audience had an affinity for fashion.

In partnership with Energy BBDO and The New Vanguard, Woodford Reserve partnered with established designers Sergio Hudson and Anifa Mvuemba (Hanifa) to launch a couture collection inspired by Woodford Reserve’s 200+ flavour notes, called “The Flavor Note Collection”.

The Collection debuted at the Kentucky Derby in May and this month Energy BBDO are pushing out a lookbook and other content featuring the couture garments.

The Flavor Note Collection mixes different textiles, patterns and silhouettes together representing the flavours of Woodford Reserve. To highlight this in the lookbook, Energy paired Sergio Hudson and Hanifa's creations with cocktails and flavour notes that visually echo the dresses in the collection, capturing the product immersed in the world of flavour forward designs.

Woodford will also be sponsoring the designers' fashion shows this fall, including Sergio Hudson's show at New York Fashion Week, (which took place this month).