Dive Brief:

• Bulleit Frontier Whiskey, a Diageo brand, is teaming up with First We Feast, the home of popular celebrity interview show “Hot Ones,” to support its new “Doing Over Dreaming” brand platform, according to a press release.
• The partnership will see the launch of “One More Round,” a content series featuring “Hot Ones” host Sean Evans. Over the course of three episodes, Evans will interview influential cultural voices, with the content set to go live on First We Feast’s websites and social media feeds in the fall.
• “Doing Over Dreaming” launched in June at a time when the American whiskey industry is experiencing ongoing sales declines. Created with Anomaly, the media strategy includes social media, digital, national TV, cinema and out of home activations.

Dive Insight:

With nearly 15 million YouTube subscribers, First We Feast has placed itself at the center of culture and food. The platform’s food-centric content and wide reach supports Bulleit’s brand platform, with the messaging throughout “Doing Over Dreaming” focused on risk-takers and the momentum that happens when creativity and dedication come together. The effort arrives as brands continue to focus on cultural tie-ins, influencers and digital content as ways to engage consumers. 

Beyond the three episodes of “One More Round,” the partnership with First We Feast will extend to content creators, media platforms and other culinary experiences. The broader campaign is showing up in major cities such as New York, Los Angeles, San Francisco and Chicago via OOH placements like bus wraps, wallscapes, digital bulletins and a train exterior, among others.

Campaign materials for “Doing Over Dreaming” include bold, orange-hued videos and images featuring phrases like “No Rest for the Restless” and “Smooth and Full of Grit.” 

First We Feast and “Hot Ones” have become go-to partners for the alcohol market looking to reach large audiences. Last year, Stella Artois, an Anheuser-Busch InBev brand, became the official beer of the celebrity talk show.

The American whiskey market has experienced turmoil in recent years, largely due to excess inventory. In 2023, volume sales dropped 1.2%, followed by an additional 2% in 2024.