Bulleit Frontier Whiskey Champions Restless Creators Who Get Shit Done

The world is full of big talkers. But Bulleit Frontier Whiskey knows talk is cheap. The brand is built on the notion of doing over dreaming and backing the ones who are turning their ideas into action. That’s what inspired Bulleit to launch its newest creative campaign, ‘Doing Over Dreaming’, a platform that salutes the moments when ideas get sparked over a drink, scribbled on a napkin, and turned into something real.

Born from restless creation, Bulleit was a dream that got made. Bulleit broke the mold with its high-rye mash bill, a style of whiskey that was not the norm for its time, with the creation of the Bulleit Bourbon in 1987. Furthermore, the Bulleit Rye is a direct result of the brand’s closeness with the restless creators behind the bar who inspire them everyday. Bulleit put their dreams into action and created the 95% Rye Whiskey at their request, because Bulleit knows that whatever the amazing bartender community can dream up is worth doing. With this mindset, Bulleit continuously shakes up the industry with innovations and a refusal to settle for anything less than bold. This creative campaign celebrates the ones who do the same. The risk-takers who get up, get moving, and get sh*t done.

Developed in partnership with Anomaly, the ‘Doing Over Dreaming’ campaign first rolled out in June 2025 on the brand’s social channels and through various media spanning digital, social, national TV, cinema and iconic out-of-home, including bus wraps, a train exterior, painted walls, wallscapes, digital bulletins, a digital mobile boat, full building dominations and more. Catch Bulleit outside in major cities including LA, New York, San Francisco, Chicago, Tampa and Atlanta. Whether you see it on a billboard or a clip on your IG, the creative stays anchored in Bulleit’s confident, action-oriented vibe.

Bulleit will keep showing up in ways you don’t expect, setting the tone with bold, no-BS creative. How will you spot it? The campaign puts the iconic Bulleit bottle front and centre, set against the brand’s signature orange backdrop paired with thick black typography. The messaging reflects our restless character with straight-talking phrases like “Y’ALL,” “Smooth and Full of Grit,” and “No Rest for the Restless.” The creative suite also features four 15-second video spots and photography highlighting Bulleit Bourbon and Bulleit Rye. But this goes beyond what’s in the glass. The bold energy and roll-up-your-sleeves ethos behind each spot and image speaks to the whole Bulleit portfolio. Different expressions, same restless creation.

It doesn’t end there. Bulleit unveils this campaign through collaborations with those who back up their words with action. That’s why the brand is teaming up with First We Feast, a multi-platform media brand focused on merging food, drinks and pop culture, and Sean Evans, host of popular celebrity interview-show Hot Ones, to debut a brand-new content series, entitled One More Round. Through sharp curiosity, unexpected questions, and an unmistakable interview style, Sean will spotlight three influential voices in culture today about how they turn ambition into reality with the same energy that fuels Bulleit’s great whiskey. The three collaborative episodes will go live in Fall 2025 across First We Feast’s website and social feeds. In the future, you’ll see it come to life in the thick of culture, whether through partnerships with independent content creators, on groundbreaking new media platforms, or in progressive culinary experiences.

“Bulleit has always been a whiskey rooted in action. This campaign is a reflection of that spirit, where big ideas meet bold momentum,” said Johannah Rogers-Omishore, brand director at Diageo for Bulleit Frontier Whiskey. “Doing Over Dreaming isn’t a tagline because actions speak louder than words. It’s an ethos that drives us and a tribute to the spark that happens when creativity and dedication collide. We’re proud to launch this new campaign and celebrate the doers, the makers, and the ones who don’t just talk the talk but walk the walk. That same restless creation fuels Bulleit to boldly explore the frontiers of whiskey.”