Basil Hayden Debuts “The One With The Belt”, A Bourbon Born To Surprise

The new creative campaign reinforces Basil Hayden as the bourbon that breaks the mold and expands perceptions of what bourbon can be, while spotlighting its iconic packaging

CLERMONT, KY – September 18, 2025 – Today Basil Hayden, a founding spirit of the American Whiskey Small Batch category, introduces a dynamic new creative campaign called, “The One With the Belt.” The new creative spots are shot in unexpected, non-bourbon occasions inviting viewers to expand their perceptions of what bourbon can be, just as founder and Seventh Generation Master Distiller, Booker Noe, set out to do over thirty years ago. 

“The One With The Belt,” named for its iconic packaging, the copper and silver belt in the center of each Basil Hayden bottle, invites new consumers to enjoy a bright, approachable whiskey that challenges the conventional stereotype of whiskey as dark, brooding and complex. By showcasing occasions typically not linked to bourbon drinking, the campaign positions Basil Hayden as a catalyst for unexpected joy in everyday moments. Emphasizing its versatility, Basil Hayden encourages enjoyment in vibrant cocktails and cheerful gatherings, making whiskey inviting for all.

“With this new campaign, we are re-introducing Basil Hayden as the bourbon that is constantly challenging category preconceptions as the provocateur of the category,” said Regan Clarke, U.S. vice president of American Whiskey at Suntory Global Spirits. “When Booker Noe first created Basil Hayden, his mission was to expand consumers’ minds by making a lighter and brighter bourbon and with the debut of “The One With the Belt,” we continue to honor his vision.”

“The One with the Belt” embraces Basil Hayden’s identity as "the bourbon born to surprise" the new campaign delivers a fresh visual identity that is bright, joyful and tells the story during golden hour, featuring its signature serve, the Basil Hayden 75, an unexpected twist on the classic French 75. The music choice, an upbeat remixed version of Beethoven’s masterpiece “Für Elise,” also showcases an unexpected take on the traditional, much like Basil Hayden itself.  

Developed in collaboration with creative partner, Pereira O’Dell, Basil Hayden’s new campaign will run across TV, OLV/OTT, social and digital, and began rolling out on September 2nd, 2025. For more information about “The One With The Belt” campaign and Basil Hayden’s portfolio, visit the Basil Hayden website or follow along on Instagram and Facebook @BasilHayden.

About Basil Hayden

Crafted in 1992 by Booker Noe as part of the Small Batch collection, Basil Hayden introduced a more subtle side of bourbon compared to its counterparts. Inspired by bourbons with high-rye mash bills, Booker set out to create a bourbon that would offer an approachable taste profile and defy preconceived bourbon expectations. Basil Hayden’s expanded expressions include Toast, Dark Rye, and Malted Rye demonstrating the brands creativity and finishing expertise. Basil Hayden 10-Year Old delivers an ultra-premium whiskey experience, challenging the misconception that whisky becomes harsh with age and showcases a gracefully aged liquid that doesn’t sacrifice smoothness.

About Suntory Global Spirits

As a world leader in premium spirits, Suntory Global Spirits inspires the brilliance of life, by creating rich experiences for people, in harmony with nature. Known for its craftsmanship of premium whiskies, including Jim Beam® and Maker's Mark®; Japanese whiskies, including Yamazaki®, Hakushu®, Hibiki® and Toki™; and leading Scotch brands including Laphroaig® and Bowmore®, Suntory Global Spirits also produces leading brands such as Tres Generaciones® and El Tesoro® tequila, Roku™ and Sipsmith® gin, and is a world leader in Ready-To-Drink cocktails, with brands like -196™ (minus one-nine-six) and On The Rocks™ Premium Cocktails.

A global company with approximately 6,000 employees in nearly 30 countries, Suntory Global Spirits is driven by its core values of Growing for Good, Yatte Minahare and Giving Back to Society. The company’s Proof Positive sustainability strategy includes ambitious goals and investments to drive sustainable change and have a positive impact on the planet, consumers and communities. Headquartered in New York City, Suntory Global Spirits is a subsidiary of Suntory Holdings Limited of Japan.