Cooper’s Craft / BF Cooperage

Coopers’ Craft was Brown Forman’s first new bourbon more than 20 years—a smooth, inviting liquid that honors generations of coopers from the venerable Brown Forman Cooperage—the only new barrel cooperage owned by a major distiller. WeHolden documented the stories of the coopers and their barrel-making process and created all launch advertising (print, outdoor, broadcast, and digital), POS, social media, experiential events, CRM, and trade engagement centered around the art of barrel making and of the approachable nature of the whiskey.