CAMPARI America:
Russell’s Reserve
13-Year-Old Launch
the challenge
Russell's Reserve had a milestone story to tell. The launch of its 13-Year-Old Bourbon, Spring 2026 Release was a highly anticipated, limited-edition tribute honoring Master Distiller Eddie Russell's remarkable 45 years of whiskey-making mastery. The opportunity was to celebrate both moments through an experience that honored the brand's heritage while introducing the new release in a way that felt elevated, immersive, and culturally relevant.
With media, key opinion leaders, trade partners, VIPs, and the Russell family in attendance, the experience needed to go beyond a traditional film premiere. It had to strengthen guests' connection to Eddie's legacy while positioning the documentary and new expression as part of one cohesive brand story.
the SOLUTION
SoHo created a two-part experience for Campari America to sponsor the event, reflecting both sides of bartender life: the chaos and the craft.
By night, The Graveyard Shift transformed the Victorian Belle Mansion into a haunted, trade-driven experience, bringing real industry “scaries” to life through immersive environments, portfolio cocktails, and insider humor.
By day, Campari Academy hosted a workshop series featuring hands-on education, curated sessions, and brand-led storytelling in a premium learning environment.
Two distinct experiences, one cohesive goal: deepen connection with the bartender community by meeting them in both the art and the reality of their world.
