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Puncher’s Chance Bourbon debuts campaign

Oregon-based Wolf Spirit has unveiled the first national campaign for Puncher’s Chance Bourbon, called Take Your Shot.

Puncher's Chance bourbon
The brand’s tiger mascot is displayed on the Puncher’s Chance label.

Named Take Your Shot, the campaign will sponsor the Professional Fighters League (PFL), a US-based Mixed Martial Arts (MMA) league. The commercial will premiere on ESPN during the season opener fight in Arlington, Texas on Wednesday 20 April. It is the brand’s first TV advertisement.

Founder of Wolf Spirit Umberto Luchini said: “Take Your Shot marks a major step forward for Puncher’s Chance Bourbon, as we secure nationwide distribution and continued sales growth.

“Our partnership with the PFL allows us to efficiently advertise on ESPN and ESPN2, while also creating a powerful marketing foundation for targeting whiskey drinkers who are also MMA fans – a huge audience.”

The ad, created by Los Angeles-based Ion Marketing Group, presents athletes physically working towards their shot at fame, a nod to the boxing term Puncher’s Chance.

As the official Bourbon partner of the PFL, Puncher’s Chance will also sponsor all PFL Regular Season events on ESPN networks and streaming platforms, as well as being served in arenas and the VIP lounge at season events.

Additionally, it will present a pot called Upset of the Night across all PFL social media channels, and a PFL athlete – yet to be revealed – will serve as a brand ambassador for the spirit throughout the season.

Puncher’s Chance Kentucky Straight Bourbon is a five- and six-year-old blend of whiskies, born from a 75% corn, 13% rye and 12% barley mash bill and proprietary yeast.

Clocking in 45% ABV, the final whiskey strikes the nose with aromas of apricot and maple oatmeal. It was crafted in partnership with IJW Whiskey Company of Louisville, Kentucky.

Puncher’s Chance is available at spirits retailers and online at RRP US$34.99 per 750ml bottle.

Earlier this month, we explored the latest marketing and advertising campaigns to launch in the drinks industry.

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