The Balvenie is reaching new generations of scotch drinkers through an online video series starring one of their favorite food and drink connoisseurs, Anthony Bourdain.
Because the scotch consumer of today may be as young as 25, the brand needed a new approach in educating millennials and younger generations about its product. With the help of Bourdain, The Balvenie uses a non-traditional approach that not only reaches new audiences, but simultaneously debunks misconceptions about the age and lifestyle of consumers in the category. The series, called Raw Craft, follows Bourdain on a tour of American craftsmanship, from metalworkers to old fashioned tailors. It’s a strategy that closely and seamlessly aligns The Balvenie with the values of true craftsmanship found in the series, and in a way that isn’t too conspicuous for millennials to appreciate. The brand says it was this subtle, contemporary approach to endorsement that got Bourdain on board, and it will most likely be the same reason that new generations find themselves turned on to The Balvenie scotch.