Beam Suntory Partners with Gradient for Legent Bourbon Launch Activation

World leader premium spirits brand Beam Suntory recently tasked experiential agency Gradient - a creative agency with experiential marketing at their core - with bringing the official launch of their newest spirit, Legent, to ten markets across the United States. 

“Gradient highlighted the unique joint effort of East meets West with the mix of Kentucky and Japan, of the uniqueness of the grain to glass story, and of the specificity of the liquid itself,” explains Colin McKenzie, head of account services and partner at Gradient. “From the personal welcome moment, to the immersive video-mapping that focused the attention on the main personalities behind the Bourbon, to the unique circular tasting experience that broke down the grain to glass content, to the one-on-one tasting environments, the complex story was made as smooth and palatable as the drink that inspired it.” 

A custom fabricated multi-room activation created a uniquely immersive experience that brought guests into the world of Legent and the creators of the bourbon. The goal of the activation was to educate the trade about this new product and create a bond to the story of Legent and its creators with the goal of instilling brand awareness and loyalty. 

In addition, a modular projection wall opened as a portal into an exclusive tasting circle where a masterclass welcomed attendees to sample and experience this one of a kind product. After the tasting in the masterclass setting, guests were encouraged to mingle and sample carefully crafted cocktails. This masterclass also included a B2B aspect, where bartenders working for different businesses provided training, shared tips and assisted each other.