Some spirits never fade. Green River Distilling Co., the 10th oldest licensed distillery in Kentucky, is re-entering the national advertising scene after more than a century.

The new campaign, titled "Raise Your Spirits," was crafted by Forsman & Bodenfors, combining humor, history, and a spectral twist by introducing G.R., the Ghost of Green River, as the brand’s unexpected spokesperson.

Founded in 1885 by J.W. McCulloch in Owensboro, Kentucky, Green River once stood as one of the most recognized whiskeys globally. It won the Best of Show award at the 1900 Paris World’s Fair and was even the official medicinal whiskey for the U.S. Marine Hospital for 18 years. However, a devastating fire and the effects of Prohibition threatened to erase it from existence. Fortunately, the distillery has been restored to its original site, where Green River Kentucky Straight Bourbon Whiskey is now distilled, aged, and bottled as it once was.

The centerpiece of the campaign is a humorous advertisement set within the historic distillery, where a team of marketers brainstorms ideas for reviving the brand. Their plans take an unexpected twist when they inadvertently awaken G.R., who offers witty insights and wisdom from the past.

"Green River’s legacy is not just about our storied past; it’s about the spirited persistence that drives us forward,” stated Pete Marino, president of Bardstown Bourbon and Green River Distilling Co. He emphasized the need to navigate new challenges while investing in the brand’s growth, believing the campaign will introduce Green River’s premium whiskey and rich heritage to a broader audience.

In 2022, Green River was acquired by Bardstown Bourbon Company, a leading spirits producer in the U.S. This merger not only provided the brand with a larger distribution network but also allowed it to stay true to its traditions. This year, Green River anticipates distribution in 45 states, solidifying its presence in today’s whiskey market.

The advertising campaign aims to reach 10 million consumers nationwide through a partnership with Colin Cowherd’s show, The Herd, along with digital placements in Major League Baseball. The ads, running in 30- and 15-second slots, will be further supported through retail promotions for both on- and off-premise sales and a comprehensive social media strategy spanning multiple platforms.