Woodford Reserve’s $1,000 Mint Julep Program holds special significance as it generates PR both locally and nationwide for the Woodford Reserve brand. Many customers look forward to purchasing the collectible cups every year on the day of the Kentucky Derby.
However, in 2020, due to the Covid-19 pandemic, the execution at the track was cancelled. The goal of this project was to safely deliver the cups and ingredients to the consumer’s homes in time for race day.
After the decision was made to keep fans and vendors from the track during the 146th Kentucky Derby, Brown-Forman needed to pivot their plans quickly and complete the project on an expedited timeline.