Green River Distilling Co., one of Kentucky’s oldest licensed distilleries, is launching its first major advertising campaign in more than 100 years — bringing back a piece of its history with a supernatural twist.
The “Raise Your Spirits” campaign, rolling out nationwide, introduces an unexpected spokesperson: G.R., the Ghost of Green River. The spectral ambassador represents the distillery’s deep heritage while injecting humor into a modern bourbon landscape. The campaign will appear across streaming TV, digital platforms, social media, and out-of-home advertising.
“Inspiration for the ghost is the long-standing history and the ‘resurrection’ of the brand,” said Holly Weyler, director of public relations for Green River Distilling Co. “It serves that some unexpected outcomes might emerge from such a resurrection!”
Pete Marino, president of Bardstown Bourbon and Green River Distilling Co., said the new campaign will pay homage to the brand’s past while looking to the future.
“Green River’s legacy is not just about our storied past, it’s about the spirited persistence that drives us forward,” Marino said. “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.”
Developed by Forsman & Bodenfors, the campaign aims to reach more than 10 million consumers through a mix of digital and traditional media. A key partnership with sports personality Colin Cowherd will feature Green River ads during The Herd with Colin Cowherd, while digital ads will run in collaboration with Major League Baseball. The campaign includes 30- and 15-second spots, social media promotions, and in-store displays.
Weyler said G.R., the campaign’s central figure, embodies Green River’s tagline as the “everything-you-need, nothing-you-don’t bourbon.” She added that he has witnessed more than a century of whiskey history, he offers a mix of wisdom and wit — keeping Green River’s employees on their toes while engaging both longtime bourbon enthusiasts and newcomers.
“Every drop of Green River is made in Owensboro by our incredible team there, and the city’s leaders do so much to support our growth,” Weyler said. “We are growing and on our way to becoming a top-10 whiskey in our price tier.”
Founded in 1885, Green River Whiskey was once the most advertised whiskey in the world. It survived Prohibition and natural disasters, won Best of Show at the 1900 Paris World’s Fair, and served as the official medicinal whiskey of the U.S. Marine Hospital for nearly two decades. The brand was acquired by Bardstown Bourbon Company in 2022 and is rapidly expanding, with plans to distribute in 45 states this year.
For more information, visit greenriverwhiskey.com.
