2023 is shaping up to be a banner year for consumer engagement among Luxco’s branded spirits.

Following the pandemic pause, brand-sponsored events are back in a big way. From concerts to sporting events and everything in between, Luxco brands are giving their consumers a front-row ticket to fun and festivities.

DOS PRIMOS® AND THOMAS RHETT GEAR UP FOR THE “HOME TEAM TOUR 23”

Dos Primos Tequila co-founder and country music superstar Thomas Rhett is going back on tour. Dos Primos is an official sponsor of Thomas Rhett’s 40-city Home Team Tour with special guests Cole Swindell and Nate Smith. The tour kicks off in May in Des Moines, Iowa, and wraps up in Miami in November. The 2023 tour follows on the heels of Rhett’s successful 2022 Bring the Bar to You tour, which Dos Primos also sponsored.

ROSS & SQUIBB BRANDS: INDIANA’S OLDEST DISTILLERY SALUTES INDIANA’S OLDEST RACE

Ross & Squibb Distillery™ and its Remus® and Rossville Union® brands have tapped into their roots this year, establishing a connection with the Indianapolis Motor Speedway and the Indianapolis 500. This partnership is rooted in combining two Indiana institutions – Indiana’s oldest distillery and Indiana’s oldest race. The Indianapolis 500 is the most attended single-day event in the world and the marquee race in the rapidly growing INDYCAR sport. For the event, Ross & Squibb and the Remus and Rossville Union brands served as lap sponsors during the Indy 500 (May 28) and ran a national TV commercial on NBC during the race. Based on the success of this initial foray into event sponsorship, the Ross & Squibb brand team are eager to grow the brands’ involvement with the event moving forward.

REBEL® BOURBON FINDS A KINDRED REBEL SPIRIT IN THE PREMIER LACROSSE LEAGUE

Rebel Bourbon formalized its sponsorship of the Premier Lacrosse League (PLL) to become the league’s official bourbon for 2023 and possibly beyond. The league’s
eight teams, featuring the best players in the world, battle weekly throughout the summer between June 2 and September 24 in major cities throughout the country. Through a media-rights agreement with ABC/ ESPN, PLL games can be viewed this summer via broadcast, cable and streaming on ABC, ESPN, ESPN2 and ESPN+. As the “Official Bourbon of the PLL,” Rebel enjoys strong in-stadium presence, including signage at the stadium, branding rights to the “Rebel Bourbon Penalty Box” and a Rebel jersey patch worn by the Chaos Lacrosse Club, one of the league’s six founding teams. Rebel Bourbon also features a 30-second spot on national broadcast television and enjoys presence across various social media channels, including a “Rebel of the Game” segment following each game. In addition, the Rebel brand team supports its sponsorship with on- and off-premise point-of-sale materials, including table tents, shelf talkers, posters, case cards and bins.

REBEL TAKES OVER TURN 4 AT WORLD WIDE TECHNOLOGY RACEWAY

Rebel Bourbon also partnered with World Wide Technology Raceway in Madison, Illinois, to sponsor events on select weekends from June 2 – September 24. Specifically, Rebel sponsored the Rebel Bourbon Turn 4 Club, a hospitality area featuring shaded seating and perfect trackside views of the cars coming out of the turn. Patrons inside the Turn 4 Club enjoyed access to drinks and food and of course Rebel Bourbon neat, on the rocks and Rebel bourbon cocktails. As a sponsor, Rebel also had trackside signage and large grandstand banners throughout the facilities.

EZRA BROOKS® MAKES IT OFFICIAL AT EVOLUTION FESTIVAL ST. LOUIS

This August, St. Louis’ Forest Park will play host to two days of Music, Bourbon and BBQ at the inaugural Evolution Festival. Lux Row Distillers™ will be front and center, including Evolution Festival’s official bourbon: Ezra Brooks. The two-day (August 26-27) musical lineup includes headliners The Black Keys and Brandi Carlile, as well as other featured acts like The Black Crowes, Ice Cube, Brittany Howard and Ben Harper & The Innocent Criminals. Bourbon lovers will be especially excited for special VIP appearances by renowned bourbon author, expert and influencer Fred Minnick, among others.