Woodford Reserve Bourbon Goes With Periscope as Creative AOR

By Patrick Coffee 

You know what would be great right now? A tall glass of bourbon, one rock. Maybe two.

Brown Forman’s Woodford Reserve (which is a solid bourbon if not the very best in its price range) has named Periscope of Minneapolis as its new creative agency of record after a review managed by David Sigel and Sheepdog Consulting(!).

The business had been with Fallon since 2013, but Periscope will now “develop innovative idea platforms and retail activation with consumers and the trade.”


This means many projects related to Woodford’s current status as the official bourbon of the Kentucky Derby. Here’s a recent thoroughbred spot released over the summer.

According to the press release, this win could go beyond the Woodford brand itself as Periscope “may also assist” on such familiar names as Jack Daniel’s and Finlandia.

“We were impressed by Periscope’s full spectrum of capabilities and how they can do it all under one roof,” said brand director Jason Kempf. “This, combined with a successful track record of inspired work for other sophisticated brands, makes them an ideal partner to advance our superior premium bourbon to the next level.”

CCO Peter Nicholson, who joined Persicope from McKinney in March, said, “Periscope’s visionary integrated model will help elevate the Woodford Reserve brand across all channels, including at its crown jewel event, the Kentucky Derby.”

Read: horses. According to Kantar Media, the brand spent just under $2 million on paid media last year.