Basil Hayden x Tony Awards Sponsorship & Amplification

Basil Hayden was the official cocktail of the Tony Awards in 2024: a unique opportunity to drive meaningful cultural relevance for the brand. In partnership with Baccarat, we strategically amplified the occasion to drive cultural cut-through with premium VIP viewing kits, an onsite speakeasy, and a paid partnership with A-List actress Ashley Park.

Our exclusive event speakeasy offered four Tony Awards-inspired Basil Hayden cocktails for nominees, presenters, and VIPs and was enjoyed by names such as Anna Wintour, Daniel Radcliffe, Elle Fanning, and Taraji P. Henson.

The premium viewing kit included a bottle of Basil Hayden with Baccarat glassware, seeded to top-tier media & influencers to successfully amplify the sponsorship and solidify premium credentials.

And our partnership with Tony Awards presenter Ashley Park both garnered relevance among another target demographic and generated premium feature coverage for the brand.

Actress Ashley Park enjoying a Basil Hayden cocktail at the 77th Tony Awards