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LIFE IS FULL OF NUANCE,
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BUT NOT IN THE WORLD OF WHISKEY.

Whiskey has rules.

Traditionalists only drink whiskey with water, on ice or in certain cocktails. And while people love to argue about which rules are fact, there’s only one rule whiskey drinkers can agree on: flavored whiskey breaks them all.
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BUT THE FACT OF     
THE MATTER IS,
NOT EVERYONE CARES ABOUT YOUR TRADITIONS.
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Because in our bible, we believe blasphemy has no place in society. We don't care what your hair looks like, how many partners you've had or whether or not your old fashioned is on ice. What we care about is embracing those who dare to be unabashedly themselves — especially when society says they shouldn't.
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So hold the judgement.

Because Whiskeysmith is throwing tradition out the window, embracing fun seven flavors and encouraging drinkers to relish in blasphemy.
A NEW MANIFESTO.
Prepare to relish in blasphemy at

these seven deadly pop-up bars.

In an effort to redefine the whiskey category, we'll launch seven different pop-up bars around seven sinful cities across the country. Each bar will feature themed decor and experiences centered around a strategic pairing between a Whiskeysmith flavor and one of the seven deadly sins.
WHISKEYSMITH 12:1
And so let us throw off everything that hinders and the [silly rules society makes] that so easily entangles. And let us run with perseverance the race marked out for us, [the one that's flavored in sin].
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MY ROLE
User-centric conceptor and risk taker
TEAM
MENTOR
Caley Cantrell, Strategy Professor at Brandcenter