Yellowstone Bourbon® has been busy in the closing months of 2023, making significant advertising and social media investments to help pave the way for a successful 2024.

In September, Yellowstone announced the rollout of three new ads and a new ad-buy strategy to expand its reach. The new ads, which began airing in the fourth quarter of 2023, follow the theme: “Always keep the park within reach.”

The Yellowstone brand team tapped St. Louis-based marketing agency Rodgers Townsend to create the new spots. The agency most recently worked with the brand to create the “Yellowstone – For All” campaign. The new ads continue this theme, illustrating that by choosing Yellowstone – at the bar or at home – the spirit of the park is never more than a pour away. The series of new ads was designed to appeal to the brand’s loyal customers, as well as to attract its emerging female audience and younger consumers 21 and older.

The brand team called on media buying agency Ansira to help Yellowstone Bourbon reach a broader audience for the remainder of 2023 and into 2024. Among the changes, Yellowstone secured an ad buy with CBS Sports to appear during NFL broadcasts for the first time across several platforms, including digital, streaming and linear TV.

Both the whiskey category and the NFL have experienced steady growth in popularity among women. According to Mintel’s Dark Spirits US, 2022 research, the  s are of women aged 35 to 54 who drink dark spirits increased from 19% in 2019 to 28% in 2022. And according to a Feb. 24, 2023, SponsorPulse article, 53% of American females engage with the NFL.

Additionally, Yellowstone secured a buy with Home Team Sports to run 15-second spots during NBA and NHL games on key dates surrounding the Thanksgiving, Christmas and New Year’s holidays. The new ads also were featured in existing ad buys on the Outdoor Channel, as well as during coverage of Professional Bull Riding and Major League Fishing events throughout 2023.

“Our investment in sports was designed to broaden our audience and create greater awareness for the Yellowstone brand. The NFL was a logical choice for us, given the NFL’s historical strength reaching the male audience and its growing popularity among women,” said Yellowstone Brand Manager Kelly Panzitta.
“Moving our overall focus to leverage live sporting events has the potential to yield up to 70 million impressions – a 282% increase resulting from shifting to the new sports-focused plan. We’re excited to partner with CBS to tell Yellowstone’s story to more consumers.”

Complementing its investments in sports media, Yellowstone is enhancing its social media presence. The efforts began by going live in September with a new-and- improved web experience at

The enhanced site is filled with stunning, immersive imagery that captures the essence of Yellowstone – both the bourbon and the park. The imagery is matched by an engaging narrative woven throughout the site to help visitors learn more about the Yellowstone Bourbon brand. The seamless navigation allows visitors to the site to easily find what they are looking for – from product information to recent news or a nearby retail location. Of course, there are plenty of recipes for delicious cocktails using Yellowstone Bourbon!

Finally, a key portion of the great media launched in Q4 2023 aired in November when Yellowstone and Limestone Branch Distillery were featured in the American Made series on the Outdoor Channel. The entire episode was dedicated to the history and heritage of Steve Beam and his dream of bringing Yellowstone Bourbon back to his family roots.