The 2022 Kentucky Derby at Louisville’s Churchill Downs is a celebration of great racing and of the bourbon-based mint julep drink – particularly Brown-Forman’s Old Forester bourbon whose ready-to-drink mint julep is the ‘Official Drink Of The Kentucky Derby’. So you’d think that on the first Saturday in May means the brand would encourage fans to watch official broadcaster NBC’s five hours of Kentucky Derby coverage. But no, from 4pm Old Forester sought to incentivse viewers to tune in to its own YouTube channel to watch the third running if its ‘Kentucky Turtle Derby’.
First held in 1945 due to World War II linked restrictions, Old Forester (which has been the meeting’s official partner since back in 2015) resurrected the turtle race in 2020 when the Kentucky Derby was postponed due to the Covid-19 pandemic and it has since become an annual event.
Eight turtles race in what Old Forester describes as ‘the slowest two minutes in sports’: a play on words reversal of the Derby’s famous ‘the fastest two minutes in sports’. The turtle race is also be shown on a big screen at Churchill Downs and in more than 10,000 bars and restaurants via Atmosphere TV.
In 2022, Old Forester also partnered with DraftKings to add an official betting strand to the ‘Kentucky Turtle Derby’ and in the lead up to the race consumers were able to visit DraftKings to read about the ‘form’ of the competing turtles alongside a series of questions which saw those answering correctly split a $5,000 prize pot.
The spirits brand promoted the turtle race through an integrated, multi-strand campaign which rolled out during the first week of May and which ran primarily across its own channels, as well as via DraftKings and Churchill Downs’ platforms and the content also sought to drive viewers to the brand’s own website to ‘meet the turtles’ at oldforester.com/ktd.
It's Turtle Time!
Watch the Third Annual Kentucky Turtle Derby on May 7th. this tweet and we'll notify you for the call to post.
— Old Forester (@oldforester) April 27, 2022
It’s time to meet the turtles of Kentucky Turtle Derby 2022. Pick your favorite on our stories. #kentuckyturtlederby
Link: https://t.co/w100bDB5l8 pic.twitter.com/TsYCPVSWRl
— Old Forester (@oldforester) May 2, 2022
’Tis the season for Mint Juleps and turtle racing! Kicking off Derby week with a sea (turtle) shanty that will get you up off the bar stool. Tune in to the Old Forester Kentucky Turtle Derby on May 7th at 4PM EST!#OldForester #KentuckyTurtleDerby #SingWithMe #SeaShanty pic.twitter.com/9rOqYhFl9H
— Old Forester (@oldforester) May 4, 2022
Brown-Forman’s Versailles distillery, built in 1812, is located an hour from Churchill Downs’ Louisville home and this geographic synergy is part of the strategy behind the company’s race partnership which spans its Woodford Reserve (the presenting sponsor and official bourbon) and Old Forester (the official mint julep) brands.
The rights package sees both drinks have at-track logo, advertising and pouring rights and the 2022 race saw the track’s Homestretch Club and Woodford Reserve Bar serve 130 $1,000 juleps in silver cups featuring red rubies in the shape of horseshoes and 18 $2,500 juleps in gold cups with the proceeds from these limited editions going to Old Friends Farm – a retirement home for race horses.
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The 2022 Kentucky Derby, the most prized race in the USAs Triple Crown, saw the race return to full capacity for the first time since the pandemic struck.
This year saw the race and many of its brand partners target a younger audience with refreshed, more accessible VIP amenities and spaces.
“The size of each venue within Churchill Downs is unique in that they allow for more opportunities and experiences, beyond just logos and digital signs, compared to stadiums across the country,” said Churchill Downs Racetrack VP of Marketing and Partnerships Casey Ramage. “We customize all partnerships by creating engaging experiences that deliver on brand objectives while also tapping into the traditions and culture of Derby Day.”
Woodford Reserve and Old Forester are just two of a wide array of official brands and licensees – ranging from an appliances sponsor to an aircraft tie-up – to partner with the Kentucky Derby. Others include AIR (creators of personal eVTOL aircraft), BMW, Ford, FTD, GE Appliance’s Monogram brand, Homage, Homme+Femme, Kendall-Jackson Wines, Longines, Radley London, Red Bull, Tiny Turnip, Vineyard Vines and White Claw.
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