Crafting a Winning Brand Partnership: Boone County Bourbon and the Cincinnati Bengals
When Boone County Distilling Company (BCDC) set out to expand its brand presence and deepen its connection with regional consumers, it didn’t just look for visibility. It looked for alignment. The result was a strategic partnership with the Cincinnati Bengals that brought together two local organizations to tell a story and celebrate “45 Years in Stripes.”
As brand consultants, we had the honor to guide Boone County in developing and executing a multi-channel campaign that combined product innovation, experiential marketing, and integrated brand storytelling to resonate with the fans and increase awareness throughout the region.
Brand professionals at Kennedy Consultants working on the Bengal’s x Boone County Distilling Company campaign
Strategic Alignment: Community and Tradition
Boone County Bourbon isn’t just a drink, it’s a story. With roots dating back to 1833 and a motto of “Made by Ghosts,” the distillery honors the legacy of Kentucky bourbon-making while embracing modern craft. The Bengals, celebrating 45 years of iconic uniforms and unforgettable moments, represent grit, tradition, and community pride.
This partnership was more than a sponsorship, because Boone County Distilling shares more than geography with the Bengals. It was a shared tribute to the fans, the region, and the spirit of togetherness.
The Bengals’ 45th anniversary season presented a timely opportunity to:
Increase Boone County Bourbon’s visibility across Greater Cincinnati and Northern Kentucky.
Position the brand as a premium, fan-aligned bourbon.
Drive product trial and retail engagement through a high-profile sports partnership.
Experiential Marketing: Key Campaign Elements
Boone County Bourbon Bar at Paycor Stadium
A branded Boone County Bourbon Bar was launched inside Paycor Stadium, offering fans a curated cocktail experience on game day. This activation served as a high-traffic, high-impact touchpoint that blended the warmth of bourbon with the energy of game day.
Boone County Distilling Co. Bengals Bourbon Bar at Paycor Stadium
Pre-Game Lounge Activation with Bourbon Barrels
Authentic Boone County bourbon barrels are featured in the stadium’s pre-game lounge area, offering fans a tactile and visual connection to the distilling process. It’s a subtle but powerful way to bring the brand’s heritage into the fan experience.
Custom Bengals-Themed Cocktails
Throughout the season, fans can enjoy exclusive cocktails crafted with Boone County spirits. These drinks are designed to reflect Bengals culture and game-day energy, while encouraging product trial in a memorable way.
Exclusive Bengal’s themed cocktails crafted with Boone County Distilling Co. spirits
Product Innovation: Limited-Edition Bottles That Tell a Story
To commemorate “45 Years in Stripes,” Boone County released a three-bottle set of small batch bourbon, each featuring a different version of the Bengals’ iconic uniform stripes. A fourth bottle, featuring Boone County’s fan-favorite bourbon cream, is dressed in the Bengals’ current white-striped uniform.
Additionally, a special tailgating kit was developed to give fans a go-to set of Bengals-branded bourbons in a smaller size that is perfect for pregame memory making with friends and family.
These collectible bottles serve as both a retail driver and a storytelling tool, reinforcing the partnership at the point of sale.
Boone County Distilling Co. x Cincinnati Bengal’s Limited Edition 45th Anniversary Bottles
Brand Storytelling: Integrated Marketing and Retail Support
The campaign extended around the stadium and beyond with a robust mix of advertising and retail support:
Radio spots and in-stadium advertising reinforced Boone County Distilling’s role as the Official Bourbon of the Cincinnati Bengals.
External stadium signage and digital displays increased brand visibility on game days and beyond.
Updated website visuals now highlight the Bengals partnership prominently, offering fans and retailers a cohesive digital experience.
Printed Bengals schedules were distributed to Boone County’s retail partners to support in-store promotions and drive seasonal relevance.
On-site signage at the distillery reinforces the partnership for visitors and tour guests, creating a consistent brand narrative across all touchpoints.
Retail Displays were created for retail case stacks. Highly visual and easy to install on retail floors.
Official Bourbon Partner of the Cincinnati Bengals title adds prestige and trust, positioning Boone County as a premium lifestyle brand aligned with one of the NFL’s most passionate fanbases.
Results and Strategic Impact
Though the campaign is still unfolding, early results show:
Increased product interest and sell-through of the limited-edition bottles.
Strong fan engagement across social media and in-stadium experiences.
Increased brand visibility across the Bengals’ home marketing area.
Strengthened retail relationships through co-branded promotional tools.
Raising a Glass to Tradition
Boone County Distilling Company’s partnership with the Bengals is a case study in how thoughtful brand alignment and strategic execution can elevate a regional CPG brand into a cultural moment. By celebrating “45 Years in Stripes” with the Bengals, they’ve created a campaign that honors the past, engages the present, and builds momentum for the future.
Whether you’re tailgating, watching from home, or cheering in the Jungle, Boone County Bourbon is now part of the Bengals experience, and that’s a win worth toasting.
Key Takeaways for CPG Brands
This partnership offers a blueprint for other brands looking to activate meaningful collaborations:
Align with shared values. In this case, it’s about community, tradition, and authenticity.
Use experiential marketing to create connections that go beyond the product. A branded bar or barrel display is more valuable than passive signage.
Align product innovation with storytelling across packaging, advertising, and events to drive impact. Product design is a powerful piece of your partnership agreement.
Extend campaign value through digital, physical, and in-store touchpoints.
Celebrate the fans or shared audience. They are the heartbeat of both brands.
Ready to find your own game-winning brand partnership? Contact our team for a strategic consultation.