Campari Group has kicked off a worldwide marketing activation for higher-end Bourbon brand Longbranch, fronted by co-creator, actor Matthew McConaughey. The second creative from the Bourbon’s ‘Wonder What If’ campaign comprises digital and Social Media spots in the US and unspecified global markets. The latest push for Longbranch, which launched four years ago at an SRP of US$39.99 per 70cl bottle, builds on 2020’s marketing debut. “Longbranch has been performing incredibly well for our portfolio in the past few years and we continue seeing this momentum on the brand," said group global head of marketing Julka Villa. "We are really doubling down on our efforts not only to bring a super-premium craft bourbon to our customers ... ." McConaughey, who worked with Wild Turkey master distiller Eddie Russell to create Longbranch, is the ‘creative director’ for the Campari-owned Bourbon. Longbranch is a small-batch eight-year-old Kentucky Straight Bourbon that is “refined” with Texas Mesquite and American Oak charcoals. Has whisky finally found the flavour grail? - Click here for a Just Drinks comment