Men’s magazine Esquire and premium whiskey manufacturer, Woodford Reserve, have announced a new four month partnership, which was orchestrated by UM London.
The partnership launched with a Woodford Reserve editorial roll-fold in the magazine’s January issue. The six page spread is based on the search for the great American cocktail.
A three-part editorial also sees Esquire joining Woodford Reserve’s brand ambassador, Thomas Vernon, on a road trip across the US to find the most unusual and iconic American bars serving the best cocktails.
The campaign will be supported by real time online blogs, a Foursquare link up with Woodford Reserve recommending cocktail bars in the UK, driving visitors to try Great American Cocktails, as well as the launch of a manual on the anatomy of a cocktail.
Woodford Reserve brand manager, Ffion Jones, commented: “We are very excited to be working with Esquire on what is a key awareness and engagement driving campaign for Woodford Reserve. The partnership with Esquire allows us to effectively bring to life the urban sophistication and vintage glamour at the heart of the Woodford Reserve brand for our target consumer, reaching them through the relevant channels of print, digital and social media.”
Esquire editor, Alex Bilmes, added: “I’m delighted that Woodford Reserve has chosen Esquire for this creative partnership.
By utilising the creative excellence of our editorial team, the impressive reach of our brand and buzz of our online and social media, Woodford Reserve has developed the best and most relevant route to market.”