Method1 and Bourbon Nation Redefine Game Day Spirit Across College Athletics

Oct. 22, 2025

Independent creative and media agency Method1 has partnered with U.S. based Evan Williams to launch a groundbreaking collegiate sports sponsorship program, "Bourbon Nation." The initiative brings the iconic American spirit to some of the country’s most passionate college fan bases.

"Bourbon Nation" builds on the "Where Bourbon Begins" campaign, which is introducing Kentucky’s first distiller, Evan Williams, to new audiences and generations. "Where Bourbon Begins" is more than a tagline. It’s a rallying cry that invites consumers into the bourbon community. The rebrand was crafted to appeal to Evan Williams loyalists, as well as new customers seeking a distinct product that has been trusted for decades.  It taps into Method1's proven expertise in blending behavioral science with brand storytelling to bring products to life in a way that resonates with both loyal and new consumers.

Max Stefka, Associate Vice President of Global Whiskey Brands - Evan Williams said:

“Evan Williams is where the story of bourbon starts. This campaign not only honors that heritage but also connects with today’s whiskey-curious consumers who are searching for real, accessible authenticity. Evan Williams meets consumers wherever they are on their journey with quality bourbon.”

 

Allison Arling-Giorgi, Head of Brand at Method1 said:

“At Method1, we use a science-backed approach to uncover the emotional and behavioral drivers that make brands matter. ‘Where Bourbon Begins’ lays the foundation, and with ‘Bourbon Nation’ we’re extending that foundation into the passion, rituals, and traditions of college sports fandom.”

 

David Muldoon, Executive Creative Director at Method1 said:

“Evan Williams has always been about authenticity and accessibility. With ‘Where Bourbon Begins,’ we wanted to reassert Evan Williams’ rightful place as the first name in bourbon while also inviting a new generation to see bourbon as something they can connect with—whether that’s at the bar, at home, or now in the stands with ‘Bourbon Nation.’”

 

Through the multi-year “Bourbon Nation” initiative with Learfield, Evan Williams has partnered across eight powerhouse athletic programs, including:

• Alabama Crimson Tide® – Proud Partner of the Crimson Tide®
• Florida Gators® – Proud Partner of the Florida Gators®
• TCU Horned Frogs™ – Official Bourbon Sponsor of The Horned Frogs™
• Syracuse Orange – Official Bourbon of Syracuse Athletics
• Ohio State Buckeyes – Official Bourbon Sponsor of Ohio State Athletics
• Oklahoma Sooners – Official Bourbon Sponsor of Oklahoma Athletics
• Oregon Ducks™ – Official Bourbon Sponsor of Oregon Athletics™
• South Carolina Gamecocks® – Official Bourbon Sponsor of the South Carolina Gamecocks®

These sponsorships include gameday activations and tailored spaces, which create unforgettable experiences and responsible enjoyment. Fans will find Bourbon Nation Bars at Alabama, Syracuse, Oklahoma, Oregon, South Carolina, and Ohio State. Branded bar carts and exclusive tailgate activations will be available at other college stadiums. 

From tailgate activations to premium in-stadium pouring rights, “Bourbon Nation” is now a proud fixture of college fandom, one that raises a glass to competition, camaraderie, and the spirit of tradition.