Nothing goes better together than Bourbon & BBQ – especially at Hard Truth! As we looked to extend our awareness beyond the bourbon audience, we tapped into the adjacent BBQ Culture to introduce ourselves to an entirely new market. That extension included a partnership with the World Food Championships (WFC) – a food sport competition with qualifying heats throughout the country. Hard Truth hosted its first ever “Live Fire” competition, inviting globally-recognized world-class chefs to compete. In addition to the WFC, we also partnered with Yoder grills to provide the Live Fire cooking stations. PR and content includes relationships with  Indiana’s local WishTV and Fox59 and authored national attention with Whiskey Advocate with a two-age advertorial in their summer distillery travel edition. Influencers and publications were invited to attend the events.