With The Basketball Tournament (TBT) set to tip off today, one of the biggest names on a team composed mainly of former University of Louisville players has kicked off a partnership involving his rising bourbon brand.
That would be Russ Smith, of course. Mr. & Mrs. Bourbon Company — the operation of the former UofL guard turned bourbon-preneur — has signed a deal with Top Tier Athletics (TTA) tied to product releases and fan experiences, according to a news release.
When fans gather at Freedom Hall at 1 p.m. on Saturday to watch The Ville play UKnighted (composed of former Bellarmine University players), they will be able to scan a QR code on the jumbotron to claim what is called a “TTA Attendance Badge.” This badge will grant them the opportunity to win rare sports memorabilia authenticated by TTA as well as be eligible to win a one-on-one shootaround session with Smith.
These opportunities will be available to attendees watching any of the games in the Louisville Regional of the TBT. Games also will take place at 3 p.m., 6 p.m. and 8 p.m. on Saturday at Freedom Hall.
The same goes for the action at Rupp Arena, taking place today in Lexington — with the debut of La Familia, a team composed of former University of Kentucky players. That team will play the 305 Ballers at 8 tonight.
Furthermore, Mr. & Mrs. Bourbon have released special bottles that have TTA’s “advanced authentication technology” built into them (see photo above). Scanning the bottle’s QR codes will authenticate the bottle, while also gaining access and insight into exclusive future releases, special discounts, private barrel picks and other opportunities.
“Partnering with TTA allows us to bring a new level of innovation to the bourbon industry, exclusivity and trust to our brand,” Smith said in the release. “This advanced authentication technology not only protects the integrity of our products and eliminates counterfeiting in the industry, but also enables us to engage our loyal customers in unique and memorable ways. Through this partnership, our customers can expect new transformative experiences.”
“This collaboration with Mr. & Mrs. Bourbon exemplifies the potential of TTA’s experiential platform to revolutionize consumer interactions with premium products,” added Dima Azarenko, the co-founder and CEO of TTA, in the release.
Per a representative for Smith, the TBT-labeled bottles of 95 proof bourbon are available for sale now through the Mr. & Mrs. website, as well in person at two Louisville metro Liquor Barn locations in Middletown and Okolona. On the company’s site, the TBT bottles sell for $108.98.
In addition, Mr. & Mrs. Bourbon will be using the partnership with TTA’s technology to help it launch “collaborations with multiple NIL programs supporting college student-athletes,” per the release.
The release includes Smith saying that with the TBT Attendance Badge, “consumers will also gain exclusive first-access to our upcoming collaborative bottles with the University of Tennessee and the University of Louisville.”
Smith’s representative added the “Tennessee and Louisville NIL bottles” will be released in September.
Coincidentally, the two schools’ men’s basketball programs will play each other at the KFC Yum Center on Nov. 9.
