GERTRUDE Opens STUDEBAKER “Whisky 6ix” Club Car & Speakeasy
During the days of Prohibition (1919-1933), Canadian Whisky boomed in the United States, 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 to craft cocktails like the Old Fashioned and Manhattan that embodied the era and would go on to become classics.
There is a fine art to mixing cocktails, one part “high proof” liquor, a dash of dry, a sprinkle of smooth, and a sense of the spirit. A drink is only as good as its complementary components, and one can not stress enough the importance of the ingredients as much as the aesthetic. The highest quality considerations must be met to whet the eyes as well as appetite, when muddling, shaking, and stirring.
Creating a classic is the stuff of legend. 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 in the U.S. has led to a resurgence of these iconic drinks that consumers have once again adopted as contemporary favorites. Tapping into this popular trend, global spirits giant DIAGEO has introduced a line of new-to-world premium whisky cocktails called STUDEBAKER Expertly Crafted Whisky Cocktails. Inspired by the Prohibition classics, STUDEBAKER uses the finest Canadian Whisky, masterfully blended and finished with select premium 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 toasting to your favorite occasion, 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 Fashioned and STUDEBAKER Manhattan, an expertly crafted whisky cocktail is just a pour away. Whichever STUDEBAKER you choose, enjoy these expertly crafted cocktail responsibly.
GERTRUDE, along with the agency’s design and experiential teams (OZ MFG. COMPANY and RAYE respectively), led the wildly successful brand campaign and launch event for STUDEBAKER. For one night, specially invited media, trade, and social influencers convened to experience the STUDEBAKER “WHISKY 6iX,” an innovative, two-part branded environment designed to illuminate how STUDEBAKER’s exceptional craftsmanship and alluring history bring forth “famous cocktails from an infamous era.”
Arriving guests entered a converted 2200 Series CTA Train Car reimagined as a 1920s Club Car, complete with a custom branded exterior, interior signage telling the brand’s Prohibition era history adorned in Art Deco style, custom fabricated whisky crates, 1920s era swing jazz, and of course, bartenders serving up STUDEBAKER Cocktails. The WHISKY 6iX experience continued as guests exited the train car and stepped into a lounge resembling an oversized whisky crate. A secured sliding front door beckoned guests to approach and enter a private room custom designed for STUDEBAKER, including a short film showcasing the brand’s Prohibition backstory. This “modern speakeasy” lounge, designed from a 20′ L x 8.5′ H shipping container, was conceived and built by GERTRUDE’s new Experiential + Branded Architecture division, RAYE.
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.
OZ MANUFACTURING COMPANY designs exquisite ideas and concepts for its clients, skillfully crafted, elegant incarnations of brand standards, and brand stories. OZ MFG. COMPANY specializes in corporate identity, brand management, product development, packaging, and structural design that stand the test and tastes of time.
Learn more about STUDEBAKER Whisky Cocktails at: