Elijah Craig Bourbon is pleased to report a successful execution of its second annual Old Fashioned Week, a ten-day celebration of the classic cocktail in support of the Restaurant Workers’ Community Foundation (RWCF). This year, Old Fashioned Week came to life at over 2,100 bars in 650+ cities nationwide featuring innovative riffs on the Elijah Craig Old Fashioned and hosting themed events and competitions. However, the digital arm of Old Fashioned Week proved just as strong with 38.4 million social media impressions across hashtags and native posts and over 42,600 website sweepstake entries. In just 10-days of Old Fashioned-sipping, in-person and digital programming, Elijah Craig raised $100,000 for RWCF.
“Nineteen months into the pandemic, the hospitality industry has still not recovered from the impact of COVID-19 restrictions, supply chain issues and staffing shortages,” said Max Stefka, Elijah Craig Senior Brand Manager. “We are honored to support RWCF’s mission, and the hospitality industry at large, by contributing a total of $200,000 since Old Fashioned Week’s inception in 2020.”
Launched in 2020 amid the pandemic, the intention for Old Fashioned Week was twofold. Old Fashioned Week set out to support the industry that sustains Elijah Craig, but also to recognize the storied history of the Old Fashioned Cocktail as a great connector during
a time when many people feel incredibly isolated. All of this, while further solidifying Elijah Craig Small Batch Kentucky Straight Bourbon as the perfect spirit for the classic cocktail; its signature warm spice and subtle smoke flavor complement the sweetness and spiciness of the cocktail’s accompanying ingredients.
Throughout the 10-day nationwide celebration, Elijah Craig hosted a digital sweepstakes garnering awareness and donations for RWCF. Instagram uploads and the use of hashtag #OldFashionedWeek swarmed social media in support of Old Fashioned Week and RWCF, while other supporters chose to sign up for the sweepstakes at OFW.com.
In the end, Elijah Craig donated $5 for every entry received, up to $100K and 500 winners were randomly selected to receive a Home Bar Kit, decked out with Elijah Craig’s preferred bar tools and accessories.
Planning for the third annual Old Fashioned Week in 2022 is already underway!
Photo: Megan Rainwater.
