Angel’s Envy Aims to ‘Flip Perceptions’ About Bourbon Culture With Video Campaign

Angel’s Envy unveiled a new campaign meant to flip the script about the average bourbon consumer. (Photo: Angel’s Envy)

On Thursday, Angel’s Envy announced the release of a new video campaign called “Worth The Envy,” which aims to flip the script about the average bourbon consumer. The 30- and 15-second spots will air on NBC Sports, The Golf Channel, Hulu and Peacock.

“When we think of bourbon, it’s typically driven by moody and isolating environments, limited cocktail offerings, and enjoyed primarily by aficionados,” Bruno Luglio, the executive creative director at the Sid Lee creative agency, said in a statement. “By embracing Angel’s Envy’s rule-bending ethos, we were inspired to create a campaign that’s as exciting, inclusive and progressive as Angel’s Envy itself — and captured an opportunity to flip perceptions of envy – and bourbon – and reimagine it as a motivation to raise the bar.”

The campaign follows a bottle of Angel’s Envy Kentucky Straight Bourbon finished in port wine barrels throughout a pool party, a loft and a beach party as a variety of individuals from different backgrounds partake in enjoying the spirit. The brand claims it intends to “position envy as a positive” and encourage people to create “enviable moments.”

“At Angel’s Envy, we pride ourselves in our innovative nature and origin,” Angel’s Envy North America Marketing Director Maria Dao said. “We were one of the first distillers ever to bring secondary finishing to the bourbon industry at a time when it was considered a somewhat radical and visionary concept. Worth the Envy strives to bend how people think about bourbon.”

In January, Angel’s Envy continued experimenting with distinctive finishes with a release of three limited-edition bottles finished in oloroso sherry, tawny port and Madeira casks. The releases were a part of the brand’s Cellar Collection, which debuted in 2019.

The Cellar Collection aims to play with different experimental finishes, and the Angel’s Envy brand released a rye finished in ice cider casks from Vermont in February 2022.

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