In response, The people behind the pour is a branded digital experience produced for Kentucky Tourism by BBC StoryWorks, designed to encourage audiences to experience bourbon bliss in the Bluegrass State, where a visit to a distillery is just the beginning of the adventure.

The multi-channel storytelling programme featured three custom branded articles housed on a dedicated BBC.com hub page, supported by high-impact section takeovers, display and video placements, and on-site promotion across BBC Travel, Culture, Sport, and the BBC app.

The campaign emphasised human-led narratives to create a strong sense of place and cultural depth and showcased the artisans who craft this signature spirit as keepers of tradition and architects of tomorrow.

Award honoree