PR: Brother’s Bond Bourbon

The Task

Raise awareness and excitement around Brother’s Bond Bourbon’s highly anticipated 7-Year-Old Bottled in Bond release, the brand’s most elevated expression to date, and secure premium media coverage across men’s consumer lifestyle and whiskey/spirits trade outlets.

How We Did It

To amplify the launch, Go Social developed a comprehensive earned media strategy positioning the new Bottled in Bond expression as a milestone moment for Brother’s Bond Bourbon and its founders, Ian Somerhalder and Paul Wesley.

We led with a press release distributed nationally across the wire to generate broad awareness, while simultaneously targeting top-tier journalists in the spirits and men’s consumer lifestyle publications.

Our outreach highlighted the craftsmanship and authenticity behind the release, focusing on its seven-year age statement, Bottled in Bond credentials, and connection to the brand’s growth with whiskey enthusiasts, to drive both credibility and conversation.

The Results

During the Brother’s Bond Bottled in Bond launch we secured 28 original media features across national consumer and spirits trade outlets, including top-tier placements in Forbes, Robb Report, The Manual, Whiskey Advocate, The Spirits Business, Fred Minnick, Shanken News Daily, and more that reached more than 875 million readers, successfully elevating Brother’s Bond’s reputation among whiskey enthusiasts and the general public alike.

Additionally, the national newswire distribution resulted in 350 direct pickups, delivering over 206 million impressions.

Together, these efforts generated more than 1 billion total impressions, making the Bottled in Bond launch one of Brother’s Bond Bourbon’s most impactful press moments to date.