Woodford Reserve's Summer Serve

Some drinks are synonymous with a season. Woodford Reserve, a Kentucky straight bourbon that's poured neat and served slow, is typically sipped in the colder months, with the brand's annual global celebration – Old-Fashioned Month – taking place in November.

But a spirit this well-rounded shouldn't be, unlike the name implies, reserved just for the winter. So the challenge Woodford Reserve brought to us was simple: how can we reach consumers during the British summer?

The answer is Peachy Picnic, an on-trade activation built around the delicious Woodford Peach Iced Tea serve. Inspired by the southern hospitality of a Kentucky summer, all long days, low sun and no rush to be anywhere other than with the people you like best, we've given the lighter pour a world to live in. With the early evening slot now overtaking later hours as the on-trade's prime trading window, longer, more refreshing serves like the peach iced tea are coming into their own.

At the heart of it sits a bespoke gingham pattern and a signature peach palette, the device that carries the whole idea. From there, we built a modular toolkit designed to flex across the on-trade, from national chains to premium independents. That meant everything from tent cards, menus, posters and coasters for a hassle-free rollout, through to branded serving jugs that allow for the perfect sharing moment.