JANUARY 01, 2016 – 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.
Whether hosting friends and family or toasting to your favorite occasion, STUDEBAKER Expertly Crafted Whisky Cocktails take the guesswork and preparation out of serving these classics, 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.
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.