Kelly Reilly, renowned for her portrayal of Beth Dutton in the hit series "Yellowstone," has joined forces with Ammunition Wines & Whiskey as their brand ambassador. This collaboration, announced in November, has been over two years in the making.
Ammunition co-founder Andy Wahl emphasized the importance of marketing and consumer awareness, stating that even the best product needs effective promotion. He expressed his intrigue in Reilly's personality and acknowledged the extended "courting" period, as she had never previously partnered with a brand.
Wahl explained that Reilly recognized the potential of leveraging her "powerful character" and "huge voice" to reach the expanding female demographic in the whiskey market. The upcoming "Soil to Spirit" campaign aims to highlight the craftsmanship, heritage, and adventurous essence of Ammunition Wines & Whiskey.
In a statement, the 47-year-old actress expressed her admiration for the land and natural resources, stating that she was drawn to Ammunition's dedication to quality and their brand identity rooted in the American West.
Reilly participated in a photoshoot for Ammunition in Montana, where "Yellowstone" is filmed. Due to her limited availability, the show's still photographer, Emerson Miller, led the session. Wahl highlighted the goal of expanding their consumer base, particularly among women, by creating a strong brand voice.
Wahl recounted an event in Florida where 70% of attendees were women, including a 60-year-old who expressed her appreciation for Reilly's involvement, emphasizing that whiskey isn't just for men.
Ammunition initially started as a winery and expanded into whiskey production in 2021 during the COVID-19 pandemic. Their bourbons are finished in wine casks, reflecting their winery origins. Wahl hopes Reilly will help educate consumers about America's bourbon heritage and its journey from farm to spirit.
