News Briefs for August 25, 2025

Diageo has launched a new ad campaign for Bulleit whiskey, “Doing Over Dreaming.” The platform, made in partnership with marketing agency Anomaly, launched in June on the brand’s social channels and has expanded to include further digital and social ads, plus TV spots and out-of-home advertising. Beyond the traditional ads, Bulleit has teamed up with media brand First We Feast (producer of the popular “Hot Ones” series of interviews) to produce “One More Round,” an interview show featuring “Hot Ones” host Sean Evans. “One More Round” will debut this fall. Last year, Bulleit was at 1.65 million cases in the U.S., according to Impact Databank.

Heaven Hill’s Deep Eddy Vodka has announced a multi-year partnership with both the Carolina Panthers and the Jacksonville Jaguars, with Deep Eddy becoming a partner to both franchises. The deal kicks off with the upcoming NFL season and will see Deep Eddy featured in specialty cocktails and in bars throughout both stadiums, with the brand also receiving signs, banners, and other promotions. In addition to the NFL partnerships, the brand has also released a new 10-pack of 50-ml. bottles featuring its most popular flavors, including lemon, grapefruit, lime, pineapple, and the unflavored 40% abv original. The new Tailgate Pack retails for a suggested price of $13. Last year, Deep Eddy was at 1.73 million cases in the U.S., according to Impact Databank.

E-commerce platform ReserveBar has promoted Kate Zaman to chief marketing officer and Kelly Sullivan to chief operating officer. According to the company, both have played key roles in its evolution from a luxury gifting destination to a white-label platform powering 150+ branded storefronts, including Diageo, Moët Hennessy, and Pernod Ricard. Zaman is a Pernod Ricard veteran, while Sullivan joined the company from Thirstie, with both joining ReserveBar in 2021.

Luxco’s Penelope Bourbon has announced the 2025 edition of the “Estate Collection,” a series of five whiskies aged for more than 10 years. It includes Founders Reserve ($200), a 13-year-old Bourbon bottled at 60.7% abv and limited to 3,700 3-packs. The second release, Omega ($130), is an 11-year-old Bourbon finished for a year in specially coopered barrels selected and toasted to the brand’s specifications. It’s bottled at 54.9% abv, with only 1,800 6-packs released. Next are a pair of single barrel Bourbons bottled after 10 years in barrel with both retailing for $90. The first single barrel is bottled at 49.5% abv and the second is bottled at 51.5% abv, with the former limited to 1,300 3-packs and latter to 2,400. Finally, Penelope will release Private Select 10 Year Bourbon, a 53.4% abv whiskey retailing for $80 and limited to 6,900 6-packs. Last year, Penelope was up 32.2% to 70,000 cases, according to Impact Databank.

Tagged : Bulleit, Deep Eddy Vodka, Penelope Bourbon, ReserveBar

GET YOUR FIRST LOOK AT 2025 ESTIMATES AND 2030 PROJECTIONS FOR THE WINE AND SPIRITS INDUSTRIES. ORDER YOUR 2025 IMPACT DATABANK REPORTS. CLICK HERE.