JIM BEAM
The Knob Creek Jogging Club
In 2019, the hospitality industry was gutted by COVID. Restaurants and bars were shuttered and countless numbers of industry staff were left with nothing. In an effort to provide a ray of hope to bartenders during a difficult time, the folks at Knob Creek Bourbon developed a program designed to keep barkeeps’ heart rates and spirits elevated: the Knob Creek Jogging Club (K.C.J.C.). Not running, but jogging…because that was the easy vibe that the times called for. The Club’s goal was to not only keep bartenders healthy and sane, but to also prepare them to complete a 5, 9 or even a 12k race at the end of 12 weeks.
PHASE ONE
In the first year of the K.C.J.C., each participant received a kit that consisted of a poster that not only commemorated the program, but also acted as a tool to track progress over the 12 weeks, each week completed being marked with custom labels. Also included in the kit were a handbook that laid out each step of the program as well as branded swag to keep the bartenders stylish as they jogged. A robust social network kept everyone connected to coaches as well as one another.
PHASE TWO
Year 1 of the K.C.J.C proved to be such a success that it was renewed in 2022. Sure, there was more swag provided, but the entire experience moved exclusively to the social space. All instructions and inter-Club communications were maintained via a dedicated Instagram account, where coaches could post weekly routines and how-tos as both static posts and videos. Participants were encouraged to share their own videos as well as their own liquid creations using Knob Creek Bourbon. At the end of the program, 50 or so recipes were compiled into a hard-bound book, given to all joggers as a reward for their hard work.
AGENCY Brontosaurus! LA ACCOMPLICES LAVER, Nate // HEUISLER, Chris // OMAR, Iman // NEAR, Keeler // AHMAD, Malliha