Beam Suntory: Legent x Masterclass Launch Tour

World leader premium spirits brand Beam Suntory recently tasked experiential agency Gradient - a creative agency with experiential marketing at their core - with bringing the official launch of their newest spirit, Legent, to ten markets across the United States. A custom fabricated multi-room activation created a uniquely immersive experience that brought guests into the world of Legent and the creators of the bourbon. The goal of the activation was to educate the trade about this new product and create a bond to the story of Legent and its creators with the goal of instilling brand awareness and loyalty. In addition, a modular projection wall opened as a portal into an exclusive tasting circle where a masterclass welcomed attendees to sample and experience this one of a kind product. After the tasting in the masterclass setting, guests were encouraged to mingle and sample carefully crafted cocktails. This masterclass also included a B2B aspect, where bartenders working for different businesses provided training, shared tips and assisted each other.