The Michelin Guide US recently named Basil Hayden its official American whiskey. The two brands aim to showcase refined culinary and spirits with a partnership that invites consumers to unlock Michelin Guide-worthy experiences.
The partnership with the Michelin Guide is the latest example of how Basil Hayden redefines traditional bourbon tropes with their approachable yet refined recipe. Crafted in 1992 by Booker Noe as part of the Small Batch collection, the brand introduced a more subtle side of bourbon compared to its counterparts.
“Consumers seek out Michelin and Basil Hayden for similar reasons: They want an elevated experience,” said Cara Cornelius, Vice president of Food and Travel Experiences for Michelin Americas. “We know, however, people sometimes assume these experiences are out of reach, kept behind an expensive bill or impossible reservations. Our goal for this new partnership is to bring Michelin-level events to the consumer and show how sophistication and quality can be enjoyed by all.”
The duo’s first activation is an immersive “tasting garden” that will travel to food festivals across the U.S. The co-branded footprint will feature a diner-inspired exterior that gives way to a surprise, high-end cocktail bar where attendees of legal purchase age or older will enjoy Basil Hayden craft cocktails paired with Michelin-inspired small bites. Designed as an inclusive entry point into the world of Basil Hayden and the Michelin Guide, attendees will depart having discovered perfect pairings and new occasions for bourbon.
In addition to the pop-ups, Basil Hayden will serve as an official partner of the 2023 Michelin Guide ceremonies and will present the Michelin Exceptional Cocktails Award. The partnership will also include a suite of initiatives, including a sweepstakes where a lucky winner will get to experience a Michelin Star weekend.
Jonathan Marks, Senior Marketing Director for Global Small Batch Bourbon at Beam Suntory, shares excitement for the collaboration. “We are honored to be the official American whiskey of the Michelin Guide. Both the Michelin Guide and Basil Hayden celebrate excellence in our craft and create unique experiences for consumers, making this the perfect partnership. At Basil Hayden, we aim to unlock experiences to make them accessible and approachable – just like our whiskey. Basil Hayden’s refined yet welcoming taste profile makes it appeal to both whiskey novices and seasoned bourbon drinkers,” Marks said.
The Basil Hayden and Michelin Guide pop-up tour kicks off this summer and will continue through the fall. The tour stops and dates are as follows:
- June 16-18: Chicago’ Taste of Randolph
- July 1-3: Denver’s Cherry Creek Arts Festival
- Sept 14-17: Louisville’s Bourbon & Beyond
- Sept 21-24: Atlanta Food & Wine Festival
- Oct 12-15: New York City Wine & Food Festival
- Nov 11: San Diego Bay Wine & Food Festival
