Buffalo Trace Distillery, Meidi-ya Co., Ltd.
Buffalo Trace/Eagle Rare Tasting Event
- 業種：
- 活動期間：
- June 2025 - July 2025
The Buffalo Trace 2025 tasting event was held as the brand’s first media-only event. Drew Mayville, Master Blender of the prestigious Buffalo Trace Distillery in Kentucky, USA, visited Japan. Chef Kentetsu Kou was invited as a special guest to present and offer mariage recipes with Buffalo Trace. The venue was “Yama” Yurakucho, the upscale “Sekai no Yamachan” restaurant. The media experienced a premium experience with the theme of “A Premium Experience Above the Rest.”
背景
● Annual Tasting Event Held for Media for the First Time
Until last year, a paid "Buffalo Trace Distillery" tasting event was held for the general public. This year, the event was planned as a media event, the first of its kind for the company. The aim was to enhance the premium value of the company's whiskeys, based on existing products rather than new ones, and to create media coverage opportunities through the event.
施策
アイデア
● Carefully Selected Venue, Guests, and Invited Media
In response to the challenge of "How to transform existing ordinary products into a premium experience," the venue was selected based on a similar concept to "Yama - Sekai no Yamachan, a Cut Above," a premium line developed by the popular pub chain "Yamachan," creating an easily understandable experience. The event was held with a carefully selected original menu, guest Kou Kentetsu, and invited media.
成果
● Exposure as Planned + Contributed to Sales Expansion
Considering the short preparation period of less than a month and the venue size, priority was given to inviting media during the planning proposal. As a result, coverage was obtained in "Otoko no Kakurega" (Men's Hideaway) and Yahoo! News through derivative coverage. In addition, the event led to the handling of menu items at the "Yamachan" store used as the venue, contributing to sales channel expansion. The mariage recipe devised by Kou Kentetsu received over 1,800 "likes" on social media.
