GERTRUDE Launches STUDEBAKER Expertly Crafted Whisky Cocktails
Following GERTRUDE’s successful re-launch of the legendary I.W. HARPER bourbon, DIAGEO’s Innovation team has enlisted the agency to lead strategy and creative for the launch of new-to-world brand, STUDEBAKER Expertly Crafted Whisky Cocktails.
STUDEBAKER is a premium, full proof, crafted whisky cocktail featuring Prohibition inspired classics such as the STUDEBAKER Old Fashioned and STUDEBAKER Manhattan. Developed by historians and mixologists, STUDEBAKER masterfully blends the finest Canadian Whisky with select premium ingredients to replicate unique tastes of cocktail history, perfected from bottle to glass. STUDEBAKER’s elegant and contemporary art deco style packaging design furthers this story of exquisite quality rooted in Prohibition tradition.
Creating a classic is the stuff of legend. During the days of Prohibition (1919-1933), Canadian Whisky boomed in the U.S., as whisky that had been legally distilled north of the border made its way to the millions of thirsty Americans hiding out in speakeasies across the country. Bartenders looking for quality spirits quickly became fond of the dynamically rich taste of Canadian Whisky, and adopted it for classic whisky cocktails like the Old Fashioned and Manhattan. The mythology of the Manhattan is lost in lore similar to the tales of the Old Fashioned. What we do know is that it all begins with whisky, Canadian, American, Irish, Bourbon or Rye, the Manhattan being a little sweet from the red vermouth and the Old Fashioned being sweet from a cube of sugar, a dash of bitters in the Manhattan, 2 dashes in the Old Fashioned with a splash of water to keep it all honest. Knowing these two standards is like knowing the gospels, two drinks; that tell a passion play of Prohibition, the possibilities of perfection and the art and science of the spirits.
The current whiskey boom has led to a resurgence of these iconic drinks that consumers have once again adopted as contemporary favorites, and Studebaker Expertly Crafted Whisky Cocktails have mastered this mixology, blending Canadian Whisky and key ingredients to deliver Studebaker Old Fashioneds and Manhattans. Sip a Studebaker Manhattan, perfected with sweet vermouth and a touch of bitters, garnished with a maraschino cherry. Enjoy a Studebaker Old Fashioned, exquisitely executed with cherry, orange, and a touch of bitters, garnished with a simple orange peel.
Whether hosting friends and family or cheering on your favorite team, Studebaker takes the guesswork and preparation out of developing these classic cocktails, allowing consumers to enjoy the perfect cocktail on any occasion. With Studebaker Old Fashioneds and Studebaker Manhattans, an expertly crafted whisky cocktail is just a pour away.
GERTRUDE developed the brand strategy, positioning, and creative for these “famed cocktails inspired by an infamous era” that introduced Studebaker to a modern audience with a taste for exquisite classic cocktailing. STUDEBAKER launched nationally via Trade, Print, Digital, Brand Film, and Retail. GERTRUDE also oversaw the brand launch event, held in Chicago, which featured the STUDEBAKER “WHISKY 6iX”—a converted 2200 Series CTA Train Car reimagined as a 1920s Club Car, along with a 20’ shipping container designed as a “modern speakeasy” lounge.
GERTRUDE’s Design & Digital division OZ MANUFACTURING COMPANY led the design of the campaign collateral and website, capturing the Prohibition age with a distinct look featuring 1920s style tin type and Art Deco graphics befitting the era that inspired Studebaker’s classic whisky cocktails. GERTRUDE’s Experiential and Branded Architecture division RAYE conceived, built, and activated the Studebaker “Whisky 6iX” experience.
DIAGEO is the world’s leading premium drinks business with an outstanding and unparalleled portfolio of alcohol beverage brands across spirits, beer and wine. These brands include Johnnie Walker, Crown Royal, J&B, Windsor and Buchanan whiskies, Smirnoff, Ciroc, Ketel One vodkas, Baileys, Captain Morgan, Tanqueray and Guinness. DIAGEO is a global company, with its products sold in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). Celebrating life, everyday, everywhere.
Learn more about STUDEBAKER Whisky Cocktails at www.studebakercocktails.com