Bulleit Proof

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), ...