LOS
ANGELES, Feb. 3, 2023 /PRNewswire/ -- Bulleit
Frontier Whiskey premiered its short film, "A Toast To The Times"
last night at an environmentally conscious event in Los Angeles. Every part of the celebration was
considered to minimize its impact on the Earth, including upcycled
furniture, a "root to stem" menu, and local recycling and
compostable partnerships.
The event was attended by pioneers across art, sustainability,
food and technology and was the first public screening of "A Toast
To The Times" — a 90-second short produced in collaboration with
GRAMMY nominated spoken word poet, J. Ivy, and filmmaker
Carlos Lopez Estrada. The film
celebrates those on the frontier of culture and is part of The
Bulleit Pioneer Project — a multi-year commitment to championing
and amplifying those breaking new ground.
A continued commitment to sustainability
The environmentally conscious event supports The Bulleit brand's
commitment to championing a sustainable mindset. To make this
premiere possible, Bulleit united a collective of pioneers sitting
on the frontier of sustainability innovation spanning food, drink,
furniture and waste management.
Designer and builder, Jimmy
DiResta, was responsible for furniture across the space.
As well as creating tables from 100-year-old doors and recycled
metal table legs, the pièce de résistance was an upcycled Bulleit
bar constructed using wood from a family farm built in 1790. The
metal Bulleit logo started its life as the floorboard of an
International Harvester Jeep and was extracted from a junkyard
before being welded, and affixed to the top of the upcycled bar.
Sunbeam Vintage in Highland Park, Los Angeles, also provided vintage pieces
dotted throughout the space.
Chef Josh Gill was
responsible for food, alongside Stephanie Reading on cocktails. Both are
known for driving forward the sustainable food and drink movement
across California and produced
menus using the same ingredients, utilizing the root to the stem to
minimize waste. The produce was sourced from within 30 miles of the
event venue, from eco-conscious purveyors, and was served on palm
leaves.
This was complemented by no single-use plastic throughout the
space, 100% sustainable glassware and a partnership with
Compostable LA, a full spectrum community compost service
that turns food scraps into superfood for soil across Los Angeles.
"Pulling off an environmentally conscious event of this size was
no easy feat," said Sophie Kelly,
Senior Vice President of Whiskies at Diageo North America. "I'm
immensely proud of the Bulleit brand's commitment to sustainability
across the board. We've reinvented category standards with our
carbon-neutral distillery in Lebanon,
Kentucky, which is powered by 100% renewable energy, and our
zero-waste production at Shelbyville. Now we're doubling down on this
commitment through our marketing efforts. With this premiere, we're
sharing our new film with the world as well as a glimpse of what's
possible when you bring together a collection of people sitting on
the frontier of sustainability and committed to change."
An expression of the frontier spirit
The event premiered "A Toast To The Times" a 90-second film that
champions those living on the frontier of culture. The persistent
and passionate spirit needed to break the status quo was powerfully
captured by J. Ivy, and his emotive poem speaks of "those who
aren't afraid to tap into their greatness", and states "wisdom is
weaved in the waves we make". His words are accompanied by mixed
media visualizations including original footage, illustration,
animation and typography, curated by Mexican filmmaker,
Carlos Lopez Estrada.
Alongside the film came the announcement of the Bulleit 100-Hour
Commitment - a promise to provide emerging pioneers with 100 hours
of mentorship from established talent thanks to Bulleit's
long-standing relationship with music and creator platform,
UnitedMasters. This commitment follows research by UnitedMasters
that reveals mentorship is one of the most important — and least
accessible — tools for those looking to further their craft.
UnitedMasters' top talent spans musicians, writers, producers and
DJs and these mentorship hours will be distributed across 2023
through activations, partnerships and digital content.
The film, "A Toast To The Times", from lead creative agency
Anomaly, comes six weeks after Bulleit officially announced its
Pioneer Project. In December 2022, it
ran the Bulleit Remix Challenge — a quest to find talented
lyricists to work alongside J. Ivy. The search resulted in hundreds
of applicants submitting verses to receive a one-hour mentorship
session with the artist.
Performances at the premiere event included J. Ivy, the winner
of the Remix Challenge, and other UnitedMasters talent including DJ
OHSO, Anisa Brenee, Col3trane and Siobhan
Bell.
"A Toast To The Times" can be viewed at:
https://www.bulleit.com/pioneerproject/
Credits
Creative Agency: Anomaly
Film Production: Nexus Studios
Editorial: Work Editorial
About Bulleit Frontier Whiskey
Bulleit, founded in 1987, is one of the fastest-growing whiskeys
in America. The brand attributes that growth to bartenders and
cultural partners who have adopted it as their own. The Bulleit
Frontier Whiskey portfolio is distilled and aged in the Bulleit
family tradition, using a distinctive high rye recipe, which gives
them a bold, spicy, yet distinctively smooth taste. The
award-winning Kentucky whiskey
most recently won a Double Gold medal for Bulleit 10-Year Old and
Gold Medals for Bulleit Bourbon and Bulleit Rye at the 2021 San
Francisco World Spirits Competition. In 2017, Bulleit celebrated
its 30th anniversary with the opening of a new, state-of-the-art
distillery located in Shelbyville,
KY. Constructed with a focus on sustainable practices
including natural habitat protection, water conservation and local
ingredient sourcing, BDC received the Highly Commended award for
Sustainable Distillery of the Year at the 2020 Icons of Whisky
Awards from Whisky Magazine. In 2019, a Visitor's Centre at the
Bulleit Distilling Co. in Shelbyville opened to share our modern,
technological and sustainable approach to making great whiskey. In
2021, Diageo opened its first carbon-neutral whiskey distillery in
Lebanon, KY with Bulleit being the
first and leading brand being produced at the site. supplementing
existing production at the Bulleit Distilling Co. For more
information, visit www.bulleit.com or follow @Bulleit on
Instagram.
About Diageo
Diageo is a global leader in beverage alcohol with an
outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and
Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas,
Casamigos, DeLeon and Don Julio
tequilas, Captain Morgan, Baileys, Tanqueray and Guinness.
Diageo is listed on both the New York Stock Exchange (NYSE: DEO)
and the London Stock Exchange (LSE: DGE) and their products are
sold in more than 180 countries around the world. For more
information about Diageo, their people, brands, and performance,
visit www.diageo.com. Visit Diageo's global responsible drinking
resource, www.DRINKiQ.com, for information, initiatives, and ways
to share best practice.
Follow on Twitter and Instagram for news and information about
Diageo North America: @Diageo_NA.
About UnitedMasters
Launched in 2017 by Translation founder and music industry
veteran Steve Stoute, UnitedMasters
provides a new industry alternative for over 1.5 million
independent artists. UnitedMasters gives artists access to premium
music distribution services, a suite of tools to help them directly
connect with fans, and opportunities for unique partnerships with
some of the world's biggest brands. The UnitedMasters platform
enables artists to operationalize their independence and maximize
their creative and economic potential while allowing them to
maintain full ownership over their master recording rights.
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SOURCE Bulleit Frontier Whiskey