Atlanta, April 6th, 2017
Buy me some peanuts and Cracker Jack. And bourbon?
Yes. Baseball fans and bourbonites can now enjoy all of these tasty classics at the new Atlanta Braves stadium, which opened on Monday.
Thanks to a recent partnership with Brown-Forman Corp, the Coopers’ Craft bar can be found along the first-base side on the Terrace Level at SunTrust Park.
Made and aged in Louisville, Kentucky, Coopers’ Craft will now be serving up refreshing cocktails, like the Braves Bramble during the Braves’ home games. Now baseball fans really won’t care if they ever get back.
As the Brandimage team created the Coopers’ Craft brand story, they leveraged semiotic codes to convey the deep meaning of the Coopers’ brotherhood in an authentic way and connect bourbonites to the unique spirit of where the barrels are raised; Brown-Forman's cooperage.
“We are proud of the work we've done with Brown-Forman. I loved spending time in the Cooperage and getting to know the Coopers,” says Scott Lucas, Managing Director at Brandimage.
Similar to baseball, staying true to the heritage was key to creating meaningful prestige for a new brand in a category that honors craft and tradition.
“We’re excited to see our design codes and cues breathing life into an immersive Coopers’ Craft experience at the Brave’s new stadium,” says Don Childs, Chief Creative Officer at Brandimage.
Coopers’ Craft was launched in July 2016.
To read more about unlocking design codes, read: A Taste of Bourbon Branding: Telling Authentic Stories With Design