THE MANHATTAN. MANHATTAN.

Yes, the idea was so good we simply named it twice. That’s because many are unaware that the Great Jones Distillery is Manhattan’s first and only legal whiskey distillery to open in the city in over 100 years since Prohibition.

To launch the new bourbon, we relied on a classic drink that was created sometime around 1860; The Manhattan. But shouldn’t a drink named after the city in which it was created, only be made with a bourbon distilled in the same neighborhood? Exactly!

The campaign then leveraged on and off premise activity to reinforce that only a “Real” Manhattan can be made with a local bourbon, thus changing the official drinks name to “The Manhattan Manhattan." Bartender contests and a drive to key accounts across the city reinforced the ownership of this classic cocktail which has lead to a very successful first year for this new bourbon brand.

Cheers!

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