Diageo were looking to expand their offering in the ‘Ready to drink category’ whilst evolving to mirror the ‘batch-cocktail’ scene coming out of NYC’s bar scene.

Using the grenade style glass format of the aforementioned pre-batched cocktail scene, we looked to expand on the mythology behind Bulleit's Frontier Whiskey positioning. We drew on the look/feel of American antique playing cards to conjure another time and place; one full of smoke, anticipation and danger. 

With a total of five flavours in total this winning hand of a project became a true Royal Flush, evolving the category and delighting consumers across the continent. 

Bulleit and its thematic western frontier folklore lives on…