"The 'America's Native Spirit' campaign came out of a discussion around Russia owning vodka, France owning champagne, Scotland owning scotch and Ireland owning beer. In the U.S., our distinctive drink and spirit is bourbon. And, as declared by Congress, it cannot be legally labeled 'bourbon' unless it meets uniquely American strictures about where and how it's made. So we boldly leveraged our Americana heritage and story-telling around that inherent, differentiating asset."
