‘Genuinely Texas’: Pro Bull Rider Ezekiel Mitchell Stars in TX Whiskey’s Inaugural ‘Tip of the Cap’ Campaign
Ezekiel Mitchell tips his cap. (Photos: TX Whiskey)
On Tuesday, TX Whiskey officially announced a new campaign, titled “Tip of the Cap.” According to the Fort Worth-based brand, the Tip of the Cap campaign “champions Texan people, culture and causes by partnering with inspirational Texan heroes.”
The first such hero is professional bull rider Ezekiel “Blue” Mitchell. Born and raised in Texas, Mitchell is a member of the PBR’s Austin Gamblers and the 45th-ranked bull rider in the world, according to the PBR Unleash The Beast standings.
“As a Texan, it was a natural fit to partner with TX Whiskey for the ‘Tip of the Cap’ campaign,” Mitchell said in a news release. “Both my career as a bull rider and this iconic brand celebrates the roots, resilience, and unwavering spirit of being a true cowboy. I’m proud to honor the authentic Texan values that are the foundation of my riding ethos, TX Whiskey, and our great state.”
TX Whiskey and the ‘Tip of the Cap’ Campaign
The blue cap adorning each limited-edition “Tip of the Cap” TX Blended Whiskey bottle is pictured.
“Tip of the cap” is a double entendre. The phrase calls to mind the image of a cowboy politely tipping his hat, but TX Whiskey also means it in a more literal sense. As part of the campaign, the brand is launching a series of limited-edition bottles of TX Blended Whiskey topped by limited-edition, collectable bottle caps cut from the same blue leather that makes up the chap Mitchell is known for wearing.
The blue cap-toting bottles are available exclusively at TX Whiskey Ranch in Fort Worth.
TX Whiskey intends for the “Tip of the Cap” campaign to continue in the future and star various Texans. Each campaign will come with a different cap, and each cap will tell a different story. As TX Whiskey puts it on its website, “each cap represents a Texan that’s gone their own way and shaped the culture of the Lone Star state.”
The cowboy persona is key for bull riders, who are frequently spotted wearing cowboy hats — making Mitchell the perfect star to kick off this campaign, which will run across social media. In an interview with Whiskey Raiders, Mitchell described tipping one’s cap as a “genuine, gentlemanly gesture.”
“The ‘Tip of the Cap’ just sounds cool to me because I think tip of a cowboy hat,” Mitchell explained. “You tip your hat, and anytime that I’m meeting a new lady or … somebody that I respect — a woman, a young girl — I always tip my cowboy hat to ’em.”
Ezekiel Mitchell poses for TX Whiskey.
Of all the Texan bull riders out there — of which there are plenty — why was Mitchell the choice for TX Whiskey to tap for this campaign?
His social media following certainly didn’t hurt. With more than 374,000 followers on TikTok and 118,000 on Instagram, Mitchell has proven his ability to not only expertly ride bulls but also curate a strong brand and online presence for himself.
But as for why Mitchell believes TX landed on him?
“I guess I’m just genuinely Texas,” Mitchell told Whiskey Raiders. “We come from a state where you can be whoever you want to be as long as you put the work in and you’re dedicated to it.
“And it doesn’t hurt that I’m pretty handsome,” he concluded with a laugh.
About TX Whiskey
Produced by Firestone & Robertson Distilling Co. in Fort Worth, the TX Whiskey brand was formed in 2012. Today, its core portfolio comprises a blended whiskey, a straight bourbon, a barrel-proof bourbon and a Bottled in Bond bourbon, as well as the Barrel Finished series, a trio of bourbons finished in Port, sherry and Cognac casks.
Outside of its core products, the brand also releases limited-edition expressions such as those within its Experimental Series. In November, TX Whiskey released the seventh whiskey in the Experimental Series, a double-oaked bourbon that TX Whiskey Head Distiller Evan Brewer described as carrying an aroma “reminiscent of a Texas barbecue.”
Click here to find TX Whiskey products near you.
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