Group of four people standing around a table at a horse racing event, with a racecourse and spectators in the background. One woman is speaking and gesturing, with a whiskey bottle on the table.

PR: Woodford Reserve + The $1K Mint Julep

The Task

Create a PR-worthy program to get Woodford Reserve air-time during the Kentucky Derby.

How We Did It

We created a cocktail the media had to write about: the Woodford Reserve $1K Mint Julep.  We sourced exotic ingredients (like ice from the Arctic Circle and mint from Morocco), and served it up with Woodford in a gold mint julep cup designed by the Kentucky Derby trophy maker.  The campaign wasn’t just about luxury; it also had heart. All proceeds supported a thoroughbred charity, blending high-impact PR with a purpose that resonated with both the media and consumers.

The Results

The program is still running nearly two decades later, a testament to its effectiveness within the industry. In its first year, it generated more than 100 million media impressions and landed the brand with Bob Costas in the winner’s circle on Derby Day. The program was featured across local and national TV shows and spoofed on Saturday Night Live.

Woodford Reserve Master Distiller Chris Morris preparing a $1,000 Mint Julep at hte Kentucky Derby.
Woodford Reserve $1,000 Mint Julep
A bottle of Woodford Reserve Kentucky Derby 132 bourbon whiskey with a glass of crushed ice, mint leaves, and a $1,000 Mint Julep.
A news cast featuring the $1,000 Mint Julep.