the challenge

Pay homage to the bourbon’s founder and namesake, Booker Noe, in honor of its 25th Anniversary. Create a unique experience for whiskey connoisseurs that highlights Noe’s tasting tradition of gathering friends around the kitchen table to taste his personal bourbon stash and select the next batch of Booker’s Bourbon.

the solution

In 2013, DBC launched Booker’s Bourbon’s first-ever Round-table, made up of whiskey experts and writers, who gathered virtually to taste select batches of Booker’s Bourbon alongside Booker’s son and Beam’s 7th Generation Master Distiller, Fred Noe. To build upon the Roundtable’s “virtual tastings,” DBC executed a VIP Distillery Tour and in-person batch selection at the same kitchen table used by Booker himself.