Matthew McConaughey - Longbranch Bourbon
Longbranch is a collaboration between Matthew McConaughey and Master Distiller Eddie Russell that dares to think about what can be. Inspired by McConaughey’s Kentucky and Texas roots, this rare small-batch Kentucky bourbon is refined with Texas Mesquite and oak charcoals – a unique method that deepens the flavor and complexity of the whiskey.
To create Longbranch’s signature flavor, McConaughey and Russell spent countless hours sharing notes, then, after two years of testing, perfected a proprietary process that combines two separate charcoal filtration methods to give Longbranch a smooth and full finish.
The bourbon brand’s first-ever global creative campaign entitled “Wonder What If” brings the brand’s message to life. Directed by Longbranch Co-Creator Matthew McConaughey in partnership with the brand, the video spot taps into the power of wonderment and curiosity by inviting audiences to join Matthew as he questions what is and dares to think about what can be. Both optimistic and clever, the theme is a true testament to the authenticity of this campaign and aims to inspire, challenge conventional thinking, and ignite exploration.
“The question ‘what if?’ can be a powerful one, beckoning us to dig deep and challenge ourselves,” said McConaughey. “A few years ago, we asked ourselves what if we put a Texas spin on Kentucky Straight Bourbon, and that curiosity led to the birth of Longbranch, my co-creation with Master Distiller Eddie Russell. Our curiosities guide us through life and allow us to turn our ‘what ifs’ into ‘that’s it,’ and we’re hoping this bourbon and our new campaign inspires others to do just that.”
The self-directed video spot features McConaughey sitting in a field with nothing but Longbranch in his hand and a mind free to wander and ponder life’s great questions. McConaughey’s innately curious spirit was the impetus for creating Longbranch Bourbon, an 8-year-old Kentucky Straight Bourbon made in small batches - refined with Texas Mesquite, American Oak charcoals, subtle hints of smoky sweetness and flavors of caramel, pear, and hints of citrus.
“Wonder What If” highlights the rich story-telling that McConaughey has brought to the brand as Creative Director, creating a campaign that is equal parts culturally curious and artistic. Taking inspiration from the creation story of Longbranch, the campaign brings to life the quest of discovery and embracing unfamiliar experiences in the pursuit of discovering something new.
2 Parts Longbranch
Juice of Half a Lime
Top with Soda Water or Sparkling Mineral Water
Method: Squeeze half lime into a highball glass filled with ice. Leave lime in the glass. Add Longbranch and top with soda water.
2 Parts Longbranch
.75 Part Lemon Juice
.75 Part Honey Syrup
Method: Add ingredients to a shaker. Shake with plenty of ice and double strain over new, cubed ice into a rocks glass. Garnish with lemon peel.