Old Forester: Turning lemons into derby mint juleps

Old Forester, a bourbon whisky brand, increased sales by capitalising on the cancellation of the Kentucky Derby in the US.

Summary

Old Forester is the oldest bourbon in the world, but it has low awareness and a tiny share of voice.

So when its biggest marketing event of the year, the 2020 Kentucky Derby, was canceled, Old Forester needed to find another way to attract the attention of legal-aged whiskey drinkers and sports fans.