Eagle Rare Kentucky Straight Bourbon Whiskey has won its share of honors and awards. It's an All-American brand with a passion for excellence, widely celebrated by connoisseurs for its lofty and distinctive flavor profile. When you have a brand that stands for something, you ought to align with an audience that shares your ideals. So we did exactly that, introducing the Rare Life Honor, a program for celebrating and awarding the everyday heroes among us.
With the Rare Life program, we've invited our audience to nominate those that inspire and lead rare lives. Nominees' stories are then shared and promoted among social circles for voting throughout the year. Each year, one ($50,000+) Grand Prize awardee and six runner-up selections in the categories of courage, leadership, survival, devotion, character and heroism are chosen, recognized and awarded a cash prize for their charity or cause.
Over the past several years, hundreds of thousands of dollars have been awarded to inspiring people and causes. Each year the award program continues to grow and evolve, even without the backing of big media spends. Not only has this program aligned the brand with a feel-good initiative, it has helped maintain a loyal fan base.
The Rare Life Award program has essentially carried the brand. In fact, it's the only marketing program that has been introduced for Eagle Rare. Upon introduction, Eagle Rare sold out their allocation, far exceeding the goals of our word-of-mouth objective.
The Rare Life Award program has brought in millions of unique visitors who spend an average of 1 minute on the site, visiting 4+ pages per visit. With more than 3,000,000 unique visitors for the 2018 contest alone, it's become more of a movement than a marketing campaign.
