Traveller Whiskey gets Super Bowl ad
Alongside Svedka Vodka, Sazerac will promote Traveller Whiskey through a 30-second commercial during Super Bowl LX.
Svedka’s advert was Sazerac’s first planned foray into the Super Bowl and marked the game’s first spot dedicated solely to a vodka in more than 30 years.
Country music star Chris Stapleton worked with Buffalo Trace to create blended whisky Traveller.
Its first Super Bowl ad will last for 30 seconds and air just before kickoff on NBC and Telemundo. Super Bowl LX will take place on Sunday 8 February 2026.
The advert features Stapleton and Buffalo Trace master distiller Harlen Wheatley working behind the scenes in the distillery.
Stapleton also strums the opening bars of The Star Spangled Banner, calling back to his 2024 Super Bowl anthem performance.
The advert was created in partnership with Sazerac’s in-house agency, The Shop, and Ode Studio.
Traveller Whiskey recently became the first official whiskey of Major League Baseball (MLB) and had an ‘outsized’ presence at Daytona 500.
The brand is set to release its first line extension next week, with details to be announced soon.
The Spirits Business has previously highlighted 10 of the biggest Super Bowl ads to spotlight spirits brands.
Related news
Cask Liquid Marketing plans fifth spirits showcase
