Index

A

  • Advertising and marketing, 109–123
    • ambassadorship program, 3–5, 112–116, 142, 145–146, 182–184
    • billboards, 194
    • Diageo Reserve Brand Summit, 153, 154, 165
    • incentives and, 119–121, 182, 184
    • incremental budget dollars, 111–112, 118, 119
    • marketing team for, 194
    • mixology promotion, 121–123, 181–183
    • New York launch, 145–146
    • Seagram's plans for, 109–110
    • through bartenders, 3–5, 115–116, 121–123, 142, 153, 181–183
    • Woody camper trailer, 194–195
    • See also Branding; Making it personal
  • “Ain't No Grave Gonna Hold My Body Down” (song), 161
  • Allen, Ed, 53–54, 74–75, 91
  • Ambassadorship program, 3–5, 112–116, 142, 145–146, 182–184
  • Angel's share, 48–49
  • Atkins, Colby, 143–144, 148–149, 159
  • Aunt Sister Jean Clare, 10, 131, 133

B

  • Ballard, Orline, 133–139
  • Baranaskas, Bob, 45
  • Bardstown (Kentucky), 95, 136–137, 138
  • Barrels, for bourbon aging, 48–49
  • Bartenders
    • as the captains of the liquor industry, 55
    • promotion through, 3–5, 115–116, 121–123, 142, 153, 181–183
  • Barton Brands, 139
  • Bassett, Ted, 166
  • Beal, Steve
    • background, 117–118
    • faith and, 167–168, 193–194
    • on marketing incentives, 119–120
    • marriage vow renewal performed by, 193–194
    • promotion ideas by, 121–122, 153, 181–182
    • on rye whisky, 185
    • Tom's rapport with, 117, 118, 142, 167–168, 193–194
    • on Tom's workaholic nature, 183
  • Bello, Ed, 184
  • Bernbach, Bill, 73
  • Bernbach, John, 75, 80, 83
  • Berry, Wendell, 49
  • Betsy's Little Treat (BLT mixed drink), 182
  • Billboard advertisement, 194
  • Bixler, Coleman, 139
  • Bixler, Herman, 138–139
  • BLT (mixed drink), ...

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