Woodford Reserve makes hosting fashionable with ‘The Host Tux’ via We Are Different + COMMAS

Super-premium bourbon brand Woodford Reserve and earned-first creative agency We Are Different have launched ‘The Host Tux’ – a luxury hybrid garment created with Australian resortwear label COMMAS that turns at-home hosting into the ultimate fashion statement.

Blending the refinement of classic tailoring with the comfort of high-end loungewear, the limited-edition garment answers modern entertaining’s trickiest dress-code dilemma: how to look sophisticated without underdressing or feeling over-stylised in your own living room.

The idea taps the shift in how younger Australians socialise, as occasions move from formal nights out to elevated entertaining at home. By creating a dedicated “hosting uniform”, Woodford Reserve is staking a claim at the intersection of fashion, lifestyle and super-premium spirits.

“At Woodford Reserve, we believe the best moments are often the casual get-togethers elevated by great conversation and a thoughtfully made drink,” says Mark Fischer, Head of Super Premium and Emerging Brands at Brown-Forman Australia. “As more Australians embrace entertaining at home, we wanted to celebrate the occasion itself.  Partnering with COMMAS gives us an unexpected, creative way to champion modern hosting culture, inspiring Australians to refine every detail of their gatherings – from what they wear to what they pour.”

The launch marks year two of Woodford Reserve’s multi-year earned-first strategy with We Are Different, evolving the brand’s fashion play from a one-off campaign into a repeatable creative platform. Year one results drove a +5% uplift in Brand Buzz, +3% increase in Brand Affinity, and a 100% sell-out of the initial drop – with similar results expected in year two.

“Building on the success of year one, we wanted to take Woodford Reserve’s earned-first strategy further by tapping directly into how Australians actually entertain today,” said Stuart Terry, Founder and Director of We Are Different. “The Host Tux isn’t just apparel – it’s an earned idea designed to give people something to talk about, participate in and ultimately buy into. That’s the model we’re building with Woodford Reserve: creativity that earns attention and delivers measurable brand and business impact.”

The campaign comes to life through a multi-channel rollout:

• Fashion Collaboration & Retail: Limited-edition drops sold exclusively via the COMMAS website, unlocking a premium retail offer on Woodford Reserve.
• Earned & Experiential: An immersive hosted launch dinner for media and creators, supported by a national earned PR push across fashion, lifestyle, and drinks media.
• Content & Influencer: Strategic partnerships with tastemakers demonstrating elevated at-home hosting alongside signature Woodford Reserve cocktails.
• Paid Media: Targeted social amplification extending creator and campaign content to broader audiences, executed by media agency Avenue C.

From turning the humble tracksuit into an at-home luxury flex in year one to creating a bespoke hosting uniform in year two, Woodford Reserve is continuing to use earned-first creativity to build brand equity and carve out a distinctive place in Australian culture.

Client: Woodford Reserve, Brown-Forman Australia
Creative, Production, PR, Social, & Influencer Agency: We Are Different
Media Agency: Avenue C
Fashion Partner: COMMAS

VIEW THE PRINT MAGAZINE + PAST ISSUES ONLINE. SUBSCRIBE NOW.

Register for FREE HERE and receive the Campaign Brief Daily Bulletin and/or the global Best Ads Best of the Week Bulletin.              Subscribe to Campaign Brief Magazine.

#More Creative News   #No paywalls   #No annual membership fees

Subscribe to Portfolio & Reel for current listings of Australian and NZ ad agency and production company leadership and key personnel