If you are going to launch a new bourbon that is unlike anything anyone has ever seen before, then, of course, you do it by showing the American west as no-one has ever seen it before.
Sure, it’s a place where you need the combination of grit and independence to survive but its also a place where silk loungewear helps you to shimmer as hard as you can.
It’s a place where no mercy is asked for and none is shown, but applying a little sunscreen and rescheduling your high-noon pistol duel for later in the day, goes a long way to combating that harsh sun.
With a little humour and a lot of juxtaposition, these are outlaws that back down for no-one and when they drink, they do it with a fistful of bourbon. You see it takes an independent Scottish distillery with 100 years of blending experience to create a truly, ‘from-the-ground-up’ American Whiskey.
Launched nationally by William Grant & Sons, A Fistful Of Bourbon is a blend of five straight bourbons – so it ain’t just bourbon, “it’s a damn fistful.”
And to celebrate its launch across the US, this brand born from ingenuity has created its own series of short ‘coming soon’ films that take a lighter approach to the typical cowboy movie clichés, all under the watchful eye of writer and Saturday Night Live Movie Short Director Paul Briganti.
Taking inspiration from Hollywood’s action-packed Spaghetti Westerns, cult film classics and laugh out loud cowboy comedies, the Fistful of Bourbon world has been brought to life in these films and just in time for its coast to coast debut.
Known for his work on Saturday Night Live (NBC), Adam Ruins Everything (TruTV), and the Upright Citizens Brigade, Briganti worked with Fistful to create the series of shorts, giving consumers a glance into Fistful’s irreverent and hilarious world.
The shorts were produced by Briganti‘s agency Tool of North America and star Frank Garcia-Hejl (writer, actor, director with Upright Citizens Brigade) and George Basil (a regular on HBO’s Crashing).
To coincide with roll-out onto shelves and into saloons from east to west, the films have launched across social media, streaming platforms and on FistfulofBourbon.com.
“Working with Fistful of Bourbon was so fun, it felt like making movies with friends,” said Briganti. “They have great taste in comedy, weren’t afraid to let me take creative risks, and they also make great bourbon, which has come in handy in 2020.”
“If you’ve ever found yourself daydreaming about who would win in a duel, Billy Crystal in City Slickers or Gene Wilder in Blazing Saddles, then Fistful of Bourbon is for you,” said National Brand Ambassador, Anthony Bohlinger.
“There are many quirky characteristics that make Fistful what it is, from our blending process to our obsession with Hollywood and Western cult film culture. The trailer we created with Paul takes all of these things and wraps them in a wacky bow for viewer enjoyment.”
While Fistful hopes to one day make a full-length feature about just how damn good its bourbon is, for now, 30-second clips accompanied by smooth, neat pours of whiskey will do just fine.
Originally launched in Texas in 2018, Fistful’s superior drinkability and playful personality caught on with bartenders and consumers alike priming the brand for its national launch in 2020.
Fistful has been honoured with a double gold medal in 2019 by the International Spirits Challenge and most recently received a gold medal at 2020 San Francisco Spirits Awards.
Blended by William Grant & Sons Master Blender Brian Kinsman, who was awarded the 2017 ISC Master Distiller of the Year, and Kelsey McKechnie, William Grant & Sons Whisk(e)y Blender, Fistful of Bourbon was mastered after sampling loads of straight bourbons from all over America.
“There’s an art and science to blending — and Fistful is a balance of both,” explained William Grant & Sons Whisk(e)y Blender, Kelsey McKechnie. “Our creative process combined the art of nosing and the science of blending. We’re excited to apply William Grant & Sons’ long-time blending experience to the American whiskey scene.”
Truly a full-fisted bourbon, the 45% ABV whiskey brings together five distinct flavours: balanced and sweet; green, leafy floral notes; soft spices and hints of nutmeg; buttery toffee; cinnamon and liquorice.