The World’s Biggest Toast Just Got Bigger: Lewis Connects Six Continents for Kentucky Bourbon Trail®
When Lewis, our member agency from Nashville, Tennessee, set out to top their own record with the 2025 World Bourbon Toast™—created in partnership with the Kentucky Distillers’ Association for the Kentucky Bourbon Trail®—they knew the secret ingredient wasn’t just great bourbon. It was global connection. Broadcasting live from the Bourbon & Beyond festival in Louisville, the team orchestrated a day-long celebration that brought together distillers, musicians, and even Kentucky Governor Andy Beshear for what became a truly international moment.
Here’s where it gets even more interesting. ICOM partners from around the world jumped in to spread the word across social media, extending the toast’s reach far beyond festival grounds. The campaign landed in 49 countries across six continents, generating 57.5 million impressions—a 187% increase from the previous year.
“There’s something powerful about watching a single moment connect people around the world—and our ICOM partners helped make that possible with the World Bourbon Toast™. Our ICOM partners’ support amplified the celebration far beyond Kentucky. We’re thankful for this partnership and constantly inspired by what our network can accomplish when we come together.” Katie Peninger, VP Account Services and Business Development
This campaign is a brilliant example of what’s possible when local expertise meets global muscle. Lewis brought the creative vision and on-the-ground hustle; the network brought the worldwide megaphone. One toast, thousands of glasses raised, and a whole lot of proof that collaboration travels well.
