The Brown Forman team (Chris Groom, Kevin Chesters, Paulo Salomao) are currently out in Kentucky, at the client global conference to present work recently developed for Finlandia vodka.

Today included a trip out into the Kentucky countryside to visit the Woodford Reserve Bourbon Distillery (one of only 11 left in Kentucky).

It was a brilliant and fascinating tour of one of America's oldest distilleries

…where we got to see the whole process from fermentation to distillation to the finished product being put into barrels and aged.

It was all so exciting that Paulo had to have a bit of a sit down

whilst Kev and Chris had a little sample of the finished product.

The conference starts tomorrow. and I believe tomorrow night's entertainment includes a trip to a rodeo.

Yee-haw.

W+K London’s first campaign for Brown-Forman’s Maximus Vodka looks to inspire today’s generation of young men to feel empowered to be manly and take on the world.

Maximus Vodka embodies the qualities which make men, men and is a celebratory toast for all young aspiring men who dare to reclaim their manliness.

The work feeds off the acknowledged problem that across the globe there’s a generation of young men inheriting a world of economic worry and doubt. This has been described as a 'he-cession'. Really, it has. It’s difficult for men to remain confident or upbeat and this is having a direct effect on their most precious gift, their manliness. Tests have shown that testosterone levels are in general decline.

The Maximus campaign was designed so that whenever a young man sees a piece of Maximus communication, wherever it might be; he should feel empowered to express his manly qualities.

On-trade, in-store and out of home launched in the brand’s home market of Poland and will roll out across other parts of Europe later this year.

American artist and man Mort Kunstler, who is famous for dramatic interpretations of American historical events, has been working with us to capture the essence and tone of the brand through evocative and inspirational illustrations of manly deeds.

Rise and conquer!