The Toast Heard Around The World

The Worldwide Toast To Kentucky Bourbon began as a way to celebrate the 25th anniversary of the Kentucky Bourbon Trail®—and a way to honor those who have made Bourbon the global success it is today. Yet somewhere along the way it turned into something more: an occasion to build camaraderie between Bourbon lovers from all corners of the world.

How we did it

The Worldwide Toast to Kentucky Bourbon was a virtual and social media event hosted on September 17—a fitting date given that September is Bourbon Heritage Month® in America. The celebrations took place over a 24-hour livestream during which we toasted with Bourbon fans from each timezone around the globe and conducted interviews with a few Bourbon industry insiders.

The toast attracted thousands of people from six continents and 32 countries, including United States, Australia, United Kingdom, Ireland, Japan, France, Germany, Hungary, Brazil, Estonia—and even Fiji! Many of the participants captured the event in photos and videos which were shared on social media.

The Worldwide Toast to Kentucky Bourbon garnered a reach of over 17 million, with coverage rolling in from on-air news segments, news articles, magazines, and podcast features. Notable publications such as Yahoo News, MSN, Adweek, Ad Age, and many others helped us spread the word.

Ready for more?

The Worldwide Toast to Kentucky Bourbon was such a resounding success that we are already planning on hosting another one next year. More details will be on the way soon but if you can’t wait, feel free to raise a toast of your own—and tag us on social media while you’re at it!