Nearly six months after the ratification of American Single Malt, Balcones Distilling was raising a glass to celebrate the milestone and look ahead to the category’s future – and, as Balcones’ global PR and Culture agency, we were excited to be along for the ride.
How could we do that in the most culturally enduring way? Well, it was Smarts US’ job to support the Balcones team on making their existing partnership with The Other Art Fair Brooklyn as captivating and memorable as possible, with exclusive distillery team-led tasting experiences, a private pairing dinner, a whisky sampling bar and a partnership with a local Brooklyn artist, setting the tone for a weekend rooted in creativity, craft and community.
Now in its second year, Smarts also leveled up the partnership to spark discovery and education around the journey of American Single Malt whisky by hosting tastings in a refurbished subway car and engaging top-tier media and tastemakers in an intimate dinner with the head distillers at Public Records on the fair’s opening night.
Our Opening Night was dedicated to an American Single Malt celebration that saw 15 tastemakers join for an introduction to Balcones’ exclusive climate experiment results and an intimate pairing dinner at Public Records, where the Head Distiller, Jared Himstedt, and Head Blender, Gabe Richarde, guided guests through the brand’s defining journey in American Single Malt. We were delighted to be joined by the likes of Forbes, Esquire and Men’s Journal, with social recognition from voices like @thesocialny, @sayhellotomypeatedfriend, and @womenwhowhiskey.
Then it was on to a weekend welcoming people into the world of Balcones through immersive tastings and storytelling, with a dedicated tasting bar featuring Balcones’ award-winning American Single Malt expressions: Mirador Eclipse, Lineage, Texas 1 and Cataleja, and an onsite branded subway car takeover. It was wonderful seeing this brought to life, and a testament to both Balcones’ and The Other Art Fair’s commitment to pushing the boundaries of craft.
Four days, over 9,500 guests, 4,400+ Balcones whisky samples poured, and powerful new work from this fair’s Artist in Residence partner Isolina Minjeong made this one unforgettable ride.
