Beam Suntory’s Bourbon Boxcar Legends Tour set a new standard for bourbon activations, blending history, education, and immersive sensory experiences. Tasked with designing, engineering, fabricating, and managing the logistics for this 10-city tour, Cadence worked alongside agency partners VML and Gradient to craft a cohesive, memorable experience for attendees.

The activation featured themed environments for Beam’s bourbon brands—Jim Beam, Basil Hayden, Maker’s Mark, and Knob Creek—each highlighting their unique heritage. A sensory journey immersed attendees in the bourbon-making process, exploring key ingredients and flavors. Guests sampled a range of bourbons and cocktails, purchased limited-edition products, and enjoyed a central hub for merchandise and education. With an average of 2,000 attendees per stop, the activation was a resounding success.

Over the years, the event saw continued refinements. In Year 2, Cadence re-engineered cumbersome, costly displays, reducing trucking expenses by 20% and halving setup time. Collaborating with VML and Gradient, Cadence also optimized event flow with capacity planning and improved time balancing across activations, significantly enhancing the guest experience.

The Bourbon Boxcar Legends Tour achieved exceptional results, including wide social media reach, strong influencer engagement, and elevating the bourbon-tasting experience far beyond traditional on-premise activations. It underscored Beam Suntory’s innovation and storytelling prowess in the spirits industry.