Elijah Craig Bourbon is debuting its first broadcast television advertising campaign at the biennial Ryder Cup golf competition this weekend in Rome. The brand is the official bourbon of this year’s contest.
The anchor ad was created by agency Method1 and it will run in rotation during the match on NBC, USA and The Golf Channel. It will be supported by a digital campaign via Golf Digest, and on-the-ground social coverage from Marco Simone Golf and Country Club where the match is being played.
The new spot features the bourbon brand’s tagline “That’s the Greatness Within” and features a facsimile recreation of the “signature” of Elijah Craig to highlight his status as “the father of bourbon.” The spot depicts people appreciating Elijah Craig in different settings, such as a cocktail lounge or on the “19th hole” of a golf course, and in a whiskey warehouse.
In addition to the media, Elijah Craig and Method1 will have an onsite presence at the event where it will premiere two “signature cocktails,” including “Roma Old Fashioned” and “Marco Simone Sour,” the latter named in honor of the host golf club. The new libations will be revealed on Ryder Cup digital and social channels and made available for purchase to event attendees.
Elijah Craig also released a limited-edition Ryder Cup Toasted Barrel bottle with a special finish in European oak barrels to commemorate the competition.
The partnership is part of Elijah Craig’s investment in golf, the PGA of America and numerous tournaments during the next few years, noted Max Stefka, group product director for parent company Heaven Hill Brands. The bourbon brand has pacts as well with pro golfer Max Homa and sports broadcaster Amanda Balionis who serve as brand ambassadors.
Elijah Craig is also the Official Bourbon of the PGA of America, PGA Championship, and KPMG Women’s PGA Championship; and an official partner of the AT&T Pebble Beach Pro Am. It will also be the Official Bourbon of the 2025 Ryder Cup, which will be held at New York’s Bethpage Black Golf Course.
In addition to Elijah Craig, Method1 also works on other Heaven Hill Distillery brands, such as Evan Williams Bourbon, Larceny Bourbon, Rittenhouse Rye, and Heaven Hill Bottled-in-Bond. The agency also works across the broader Heaven Hill Brands portfolio with Lunazul Tequila, and Black Velvet Canadian Whisky.