• by Fern Siegel , December 13, 2023

Pernod Ricard USA has selected Argonaut as its U.S. creative AOR for Jefferson's Bourbon.

The assignment is the agency's second from the liquor giant. It was named creative AOR for Código 1520 Tequila in September. 

Jefferson's Bourbon was founded in 1997 by Trey Zoeller and his father, Chet, a bourbon historian. Trey is a founder and master blender of McLain & Kyne, Ltd., producer of the Jefferson's portfolio of bourbons, which includes Jefferson's Ocean and Jefferson's Reserve, a straight bourbon whiskey, aged an estimated eight years and bottled at 45.1% ABV.

But the family's involvement in spirits dates back to 1799.

The agency will oversee strategic and creative leadership for the brand, focused on differentiating it in a crowded category. Juliette Leavey, brand director, Jefferson’s Bourbon, said potential for Jefferson's is "at a critical point of inflection."

Pernod Ricard acquired Jefferson’s Bourbon in 2019 through its purchase of parent company Castle Brands. Since then, sales of Jefferson’s in the U.S. have doubled, according to The Spirits Business.

"Born from the collision of deep mastery and experience with curiosity and experimentation, Jefferson's has been a truly magnetic and inspiring creative challenge, made better by the dynamic people behind the brand. A brand like this deserves work that is truly impossible to ignore and we look forward to delivering it," said Hunter Hindman, CEO-CCO, who founded Argonaut in 2013.

Distilleries in Kentucky are projected to invest $5.2 billion in new capital investments from 2023 through 2026 to take advantage of the bourbon boom worldwide.

Pernod Ricard USA has a premium portfolio of wine and spirits, including Absolut Vodka, Glenlivet, Campo Viejo, Kahlua, Beefeater and Perrier Jouet champagne.

The agency's recent wins also include Impossible Foods and California Olive Ranch. Also part of its client roster: Cricket Wireless, Fitbit, NerdWallet and Carl’s Jr.