Basil Hayden announced the launch of a new creative brand campaign called, “The One With the Belt.” 

The new creative spots are shot in unexpected, non-bourbon occasions inviting viewers to expand their perceptions of what bourbon can be, just as founder and Seventh Generation Master Distiller Booker Noe set out to do more than 30 years ago. 

“The One With The Belt,” named for the brand’s packaging, the copper and silver belt in the center of each Basil Hayden bottle, invites new consumers to enjoy an approachable whiskey that challenges the conventional stereotype of whiskey as dark, brooding and complex. 

By showcasing occasions typically not linked to bourbon drinking, the campaign positions Basil Hayden as a catalyst for unexpected joy in everyday moments. Emphasizing its versatility, Basil Hayden encourages enjoyment in vibrant cocktails and cheerful gatherings, making whiskey inviting for all.

“With this new campaign, we are re-introducing Basil Hayden as the bourbon that is constantly challenging category preconceptions as the provocateur of the category,” Regan Clarke, U.S. vice president of American Whiskey at Suntory Global Spirits, said in a news release. “When Booker Noe first created Basil Hayden, his mission was to expand consumers’ minds by making a lighter and brighter bourbon and with the debut of “The One With the Belt,” we continue to honor his vision.”

“The One with the Belt” embraces Basil Hayden’s identity as “the bourbon born to surprise” the new campaign delivers a fresh visual identity that is bright, joyful and tells the story during golden hour, featuring its signature serve, the Basil Hayden 75, an unexpected twist on the classic French 75. 

The music choice, an upbeat remixed version of Beethoven’s masterpiece “Für Elise,” also showcases an unexpected take on the traditional.  

Developed in collaboration with creative partner, Pereira O’Dell, Basil Hayden’s new campaign will run across TV, OLV/OTT, social and digital, and began rolling out on September 2nd, 2025. 

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About Basil Hayden

Crafted in 1992 by Booker Noe as part of the Small Batch collection, Basil Hayden introduced a more subtle side of bourbon compared to its counterparts. Inspired by bourbons with high-rye mash bills, Booker set out to create a bourbon that would offer an approachable taste profile and defy preconceived bourbon expectations. Basil Hayden’s expanded expressions include Toast, Dark Rye, and Malted Rye demonstrating the brands creativity and finishing expertise. For more information, visit https://www.basilhaydenbourbon.com/.