case study of
Bourbon Beef
Farmers Alliance, Shelbyville, KYCompanies
Who They Are
Bourbon Beef comes from an alliance of member farms around Shelbyville, Kentucky. The farms grow non-GMO corn for bourbon distilleries. After distilling, the spent grain mash comes back to the farm, and the cattle finish on it for the last three months before harvest.
The herd is raised on bluegrass and limestone water, and the beef is sold by the half or the whole, in limited quantities, delivered to the customer's door.
The Challenge
They had a product with a story nobody else in the beef business can tell, and no brand to tell it. They were heading into their public debut without a name customers would remember, a website, or the photos and video to show what makes the beef different.
How It Came Together
Team Rais built the 120-Day Brand around the loop that makes the product: fields, still, mash, pasture, table. The brand line, "Quality Beyond the Grade," says it plainly: the difference isn't in a label or a grade stamp, it's in how the beef eats.
We went to the farms in Kentucky for an on-farm photo and video shoot and turned it into finished brand videos, then wrote the brand guide and style guide so everything they put out looks and sounds the same.
For the launch, we built the landing page and event creative for their debut, then the full bourbonbeef.com with a simple reservation path, plus social banners.
Before and After
What Team Rais Built
- 120-Day Brand: brand strategy and story, "Quality Beyond the Grade"
- On-farm photo and video shoot in Kentucky, plus finished brand videos
- Brand guide and style guide
- Launch landing page and event creative for their debut
- A new bourbonbeef.com, now live, plus social banners
Where They Are Now
Bourbon Beef is live at bourbonbeef.com, taking reservations for halves and wholes with a brand that's as distinctive as the beef.
