• by Teresa Buyikian , August 15, 2024

As the NOLO (No Alcohol/Low Alcohol) movement gains momentum among Gen Z drinkers, there are plenty of others who have no intention of forgoing their nightly (alcoholic) beverage of choice.

And those are the exact drinkers targeted by Bourbon & Banter’s “30 Days of Bourbon Challenge.” Launched over 11 years ago to commemorate the U.S. Senate designation of Sept. as National Bourbon Heritage Month, the challenge kicks off this year on Sept. 1.

Held by Bourbon & Banter, part of the tasting experience company DrinkCurious, the challenge is relatively simple, yet strict, per the announcement. “Participants must drink a different bourbon daily for the entire month, and each of the 30 bourbons must be distinctly different.” The rules also specify that Rye, Scotch or American malt whiskeys do not count. Drinkers can sign up for the challenge here.

“Bourbon Heritage Month is an opportunity to educate yourself about bourbon, enjoy different cocktails and bourbons, and learn the history it has in the states,” said Patrick “Pops” Garrett, founder and chief drinking officer for Bourbon & Banter. “We take it as an opportunity to encourage bourbon lovers and those new to the spirit to explore the many different bourbons out there, try something new, and revisit old favorites. It's a true celebration of all things bourbon.”

Those who complete the challenge (no doubt a bit lighter in the wallet and perhaps hungover) will receive prizes courtesy of the over 30 bourbon distilleries and brands who help sponsor the challenge, such as a weekly Bourbon Swag Pack or, at the end of the month, one Mega-Pack winner. Various yet-to-be-announced bourbon brands will also have their own smaller merch giveaways.

“For the professional distilleries and brands, it provides them another opportunity to connect with the die-hard or aficionado community,” added Garrett in an email to Marketing Daily. “All too often, brands are focused on new customers or acquisition activities that reach people that are new to bourbon or in the first phase of falling in love with the spirit. Our program allows them to tap into the established community and support everyone's passion.”

The challenge and other brand give aways will be promoted on Bourbon & Banter’s social media channels throughout the month of September in addition to paid social ads.

Last year’s competition solicited over one million swag giveaway entrees, said Garrett.