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Green River Distilling Urges People to ‘Raise Your Spirits’

Green River Distilling Co., the 10th oldest licensed distillery in Kentucky, unveiled its first modern brand advertising campaign in over 100 years celebrating its steadfast, enduring history with a tongue-in-cheek nod to the past. The national campaign will be rolled out across streaming TV, digital video, social and out-of-home. At the center of the “Raise Your Spirits” campaign is an uncanny spokesperson: G.R., the Ghost of Green River. This spectral ambassador leads the platform with a mission to bring simplicity to a complicated world, embodying the distillery’s deep-rooted heritage and commitment to quality while appealing to modern bourbon enthusiasts with a dash of humor and a splash of the supernatural.

“Green River’s legacy is not just about our storied past, it’s about the spirited persistence that drives us forward,” said Pete Marino, President of Bardstown Bourbon and Green River Distilling Co. “Our industry faces new obstacles and challenges, but we’re leaning into our strong brand and products and investing in accelerating Green River’s growth. The ‘Raise Your Spirits’ brand campaign will help us do that by bringing our distillery’s premium whiskey, timeless heritage, and of course, G.R. the Ghost of Green River, to a national audience.”

The new creative, conceived by Forsman & Bodenfors, launches through an integrated marketing campaign that will reach +10 million consumers nationwide including a paid partnership with Colin Cowherd, the popular sports host and digital personality behind “The Herd with Colin Cowherd,” and digital advertisements with Major League Baseball. The advertisements, will run in :30 and :15 spots. The targeted, high-impact thru-the-line rollout also includes point of sale for on- and off-premise and multi-platform social media, bringing Green River’s spirit to a broad audience across channels.

The brand’s first advertising campaign in more than 100 years is centered around the charismatic ghost G.R. who brings a century’s worth of whiskey wisdom to today’s Green River employees, championing simplicity in an overcomplicated world. G.R.’s presence in the campaign is more than just a gimmick; it’s a clever nod to the distillery’s legacy as the “everything-you-need, nothing-you-don’t bourbon.” As a ghost who has lived through so much of whiskey’s history, G.R. brings a wealth of knowledge and opinions to the table. His commitment to the craft and his playful demeanor keeps Green River employees on their toes, even eliciting the occasional eye roll, making him the perfect guide for both bourbon novices and connoisseurs alike.

With a rich history dating back to 1885, Green River Whiskey has overcome prohibition and natural disasters, was once the most advertised whiskey in the world, won Best of Show at the 1900 Paris World’s Fair Exposition and named the official (medicinal) whiskey of the U.S. Marine Hospital for 18 years due to its exceptional quality. Revived in 2022, Green River is now a part of Bardstown Bourbon Company, and is rapidly expanding, poised for distribution in 45 states this year with a range of expressions offering quality and value straight from the Kentucky Bourbon TrailTM.

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Primo Brands Opens NYSE

The New York Stock Exchange welcomed Primo Brands, Thursday, February 27, 2025, to the podium. To honor the occasion, Robbert Rietbroek, CEO, and Dean Metropoulos, chairman, joined by Chris Taylor, vice president, NYSE global head of listings, ring The Opening Bell.

Credit: NYSE

Bell Flavors & Fragrances Appoints Lee Brooks as COO

Bell Flavors & Fragrances, Inc. has appointed Lee Brooks as chief operating officer at the company’s global headquarters in Northbrook, Ill.

“It gives me great pleasure to announce Lee Brooks’ appointment to chief operating officer of Bell Flavors & Fragrances. This well-deserved promotion is a testament to Lee’s unwavering dedication, exceptional work ethic, and inclusive cross-functional and operational leadership,” said Ron Stark, president & CEO. 

“Since joining our team, Lee has consistently demonstrated a remarkable ability to drive operational excellence, while taking on more responsibilities and fostering a culture of teamwork focused on safety and continuous improvement. Lee leads by example with thorough execution and follow-through, and he demonstrates a personal commitment to each direct report, his team and our company’s success. He has been instrumental in increasing our growth and laying the strategic groundwork for even greater growth for our company in the future.”

Brooks will oversee Bell’s global operations, driving excellence in service, efficiency and innovation while ensuring alignment with the company’s strategic objectives.

Previously serving as vice president of global flavor & fragrance operations, he brings extensive leadership experience in optimizing operational systems, enhancing regulatory and quality compliance, and fostering a culture of growth, safety, sustainability, and employee engagement across Bell’s worldwide locations.

Brooks joined Bell Flavors & Fragrances in January 2020 as the vice president of fragrance operations in Middletown, N.Y., and was then promoted to his previous role in September 2020, based in Northbrook. Since 2020, Brooks has played a pivotal role in shaping the company’s operations and quality systems through a global enterprise resource planning implementation and strategic alignment across Bell’s international operations.

With over 25 years of experience in the flavor industry, Brooks is a seasoned leader dedicated to operational excellence. In addition to his corporate responsibilities, he is an active member of the Northbrook Chamber of Commerce, where he serves as director at large.

“I am truly honored and grateful for this opportunity. I look forward to continuing to work alongside the talented and dedicated teams at Bell. Together, we will refine our processes, embrace innovation and leverage our automated, global infrastructure to streamline operations and deliver exceptional service to customers worldwide,” Brooks said.

“Let’s build on Bell’s success and achieve even greater accomplishments ahead.” 

“Please join us in congratulating Lee on this significant achievement. We are confident that under Lee’s leadership, his expanded cross-functional teams will continue to thrive and reach new heights,” Stark said.

For more on Bell Flavors & Fragrances, visit www.bellff.com or follow Bell Flavors & Fragrances on LinkedIn, X and Facebook..

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