TX Whiskey
TX Whiskey, the award-winning brand founded by Leonard Firestone and Troy Robertson in Fort Worth, is adding some flavor in the form of celebrity spice.
The brand behind TX Blended Whiskey and TX Straight Bourbon announced on Tuesday morning a partnership with award-winning actor and producer Scoot McNairy, who will be featured in the company’s new campaign to highlight its Texas roots.
“Our Whiskey, Our Way,” created by Tombras and starring McNairy, includes multiple video assets with the tone throughout evoking a challenger mindset with Texan edge.
That sounds a lot like a guy we know well, Ben Hogan, formed in every way through the challenger’s underdog mindset at the old Glen Garden, now the 112-acre home of TX Whiskey, where Firestone and Robertson moved the distillery’s operations in 2017. Whiskey Ranch is one of the largest whiskey distilleries west of the Mississippi River.
Two parts TX Whiskey, three parts of the Hawk’s Ginger Ale, plus a squeeze of lime, sure sounds mighty good about now. It’s 11 a.m. somewhere.
Firestone & Robertson Distilling Co. sold to Paris-based Pernod Ricard, one of the world’s largest producers of wines and spirits, in 2019.
In a statement at the time of transfer, Firestone and Robertson said they were most excited about Pernod Ricard “preserving our roots and shared core values.”
“With TX Whiskey in double-digit growth for the past eight years, we are excited to punctuate its sustained success with its first big marketing campaign, 'Our Whiskey, Our Way,’” says Pam Forbus, chief marketing officer of Pernod Ricard USA. “As a Texan transplant myself, I know there is a tremendous amount of pride in being a Texan and we feel we really tapped into that Texas authenticity with this campaign.
“We want our consumers to see the big 'TX' on our bottle and wear that as a badge of pride – a whiskey founded in their home state that they can be proud to have.”
Proud is one way to put it. We’ve had enough of it to claim, ahem, an ownership stake in both the product and Uber.
This partnership with McNairy marks the first celebrity collaboration in the brand’s history and includes various activations to further its mission to connect and inspire people through whiskey.
Known for his work in “True Detective,” “Halt and Catch Fire,” and “Narcos,” McNairy was chosen by TX Whiskey because of his Texas authenticity and likeminded appreciation for the state, according to company officials. He’s is a native of the Lone Star State, though, being we’re all friends here in the Friendship State, we’ll leave out where he’s from.
“I believe that people come together when we stretch ourselves beyond our community,” McNairy says in his own part of the statement. “As Texas is ever-changing, we’re constantly welcoming new communities to our state. I want to share a Texas rooted brand with the world, giving them something to remember us by, something that brings us together and ultimately enjoying a whiskey made by Texans that value hospitality for all. After all, sharing a drink with your neighbor is the Texas way.”
Scoot can currently be seen playing a pivotal role in the highly anticipated Mike Mills film, “C’Mon C’Mon,” starring Joaquin Phoenix and Gaby Hoffman. He also reprised his role as the series lead in the third and final season of Netflix's “Narcos: Mexico” and recently completed shooting the Sony feature “Lyle, Lyle” Crocodile opposite Javier Bardem, directed by Will Speck and Josh Gordon. He also just wrapped a starring role opposite Mila Kunis and Finn Wittrock in the Netflix film “Luckiest Girl Alive.”
Without further ado, watch one promotional video here.