Jun 01, 2011

LEAP Creates Website for Bourbon Industry’s First Crowd-Sourced Experiment

by: Emily Van Winkle in News

LOUISVILLE, KY. – June 1, 2011 – LEAP, a digital advertising agency, was chosen by Buffalo Trace to create the bourbon industry’s first-ever crowd-sourced website. The Single Oak Project website, written in asp.net MCV3, launched on April 29 as the kick-off of the four-year research project.

With over 1,000 pages of content, the website is a bourbon connoisseur’s dreamland. The user will apply their expertise and passion for bourbon and review the limited quantity bottles based on the seven criteria that make up the Bourbon DNA.

By linking bourbon-lovers from across the United States on one website, the users will build an elite bourbon community where they can converse, review the product, compare the bourbons and use the ratings to find their perfect bourbon.

The website tells the history of the Single Oak Project, which began in 1999 in a quest to make the perfect bourbon. The project began when 96 American white oak trees were individually selected to create the barrels. Each of the 192 barrels were then used to create bourbons with variances, which are to be rated on the website.

“The Single Oak Project website is as elite as the project itself,” said Kyle Fertig, Account Manager at LEAP. “The bourbon industry has been talking about this project for a while now, and we are very excited to be involved in a project that is a first for this industry.”

“We are honored to work with a company that has such a strong history in Kentucky. Every person at Buffalo Trace is not only passionate about bourbon, but also passionate about the company they work for. They are a family there. And those two qualities — passion and family — are our foundation at LEAP,” said Michael Wunsch, vice president of client services.

The first Single Oak Project bourbon will be available in select stores at the end of May.

About LEAP

LEAP is a digital agency with an integrated philosophy. LEAP helps clients engage with customers according to their own individualized relationship with the brand. Agency services include a full spectrum of strategies and executions from brand creation to campaign integration to metrics analysis. With offices in Louisville and Cincinnati, LEAP works with clients from coast to coast, including Sun Tan City, McGraw-Hill, Sutter Home, Tommy Hilfiger, Graco and Texas Roadhouse. For more information, please visit www.leapagency.com.