THE CHALLENGE​
In a bourbon category crowded with new entrants and endless choices for adventurous enthusiasts, Buffalo Trace needed to reassert the relevance of its legacy with bourbon fans seeking what’s next – to remind them that the ultimate bourbon adventure has always been found behind its classic label, ready to be rediscovered with their Untamed brand campaign. ​

THE SOLUTION​
Untamed couldn’t just be a story told. It needed to be tasted. But its true essence couldn’t be felt within the walls of a distillery. So we busted out — created America’s most remote tasting room in the Teton mountains—an experience inspired by the brand’s name and frontier spirit. Ten superfans joined a master distiller where the buffalo roam for a once-in-a-lifetime tasting built to make the legacy feel newly adventurous.​ ​

THE RESULTS​
Exclusivity, epic setting and Untamed story turned the experience into an event well beyond its few seatings —selling out almost instantly and generating outsized demand and attention; with the price of entry being a donation toward conservation and the drive to be the first to secure a seat.​