DFNI was on location for the special launch event, attended by Co-Founder Ian Somerhalder and representatives from the company’s travel retail representatives GMAX Travel Retail.

The brand was founded by Somerhalder and his Vampire Diaries co-star Paul Wesley. It made a memorable debut at last year’s TFWA World Exhibition in Cannes, with Somerhalder greeting partners and stakeholders alike at the stand.

Brother’s Bond’s UK launch follows the brand’s debut in travel retail

Far from the usual celebrity-led brand approach, the Louisiana-native takes his role with the bourbon brand seriously, serving as the Master Distiller himself.

However, he and Paul Wesley are acutely aware of the role their celebrity plays in the launch of their spirit.

“We would never have done this if Paul Wesley and I were not on one of the biggest TV shows in the world,” Sommerhalder told guests at the launch event at 1 Dover Street, Mayfair.

The launch event took place at 1 Hotel, Mayfair

Wesley was unable to attend the event, due to scheduling issues, but Somerhalder believes their bond is at the heart of the brand’s appeal.

Vampire Diaries, which tells the story of vampiric brothers Damon and Stefan Slavatore, played by Somerhalder and Wesley, is among the top ten most streamed shows in the world.

“I do get in trouble with a lot of fans fans,” Somerhalder joked. “But, the true love story of [Vampire Diaries] was the brothers, these two vampire brothers who were 160-something years old that went through all the family trials and tribulations you go through, but in a heightened state. This was the story of two brothers and the bond between these two brothers and how complex it is. Much like how complex our whiskey is.”

Throughout the event, Somerhalder’s passion is evident. At one point he apologises for the possible oxidisation of samples, which have sat out for a few minutes. Later he leaps from the stage to check guests have the right sample.

“Do we have the green-label bottle?” he confirms with staff, receiving an affirmative. “Prove it,” he laughs, seizing the bottle to show the crowd.

Brothers’ Bond has already launched with Gebr. Heinemann, and the on-screen brothers’ shared passion was evident recently in Wesley’s visit to Frankfurt Airport’s duty free to find a bottle.

The UK launch even coincided with the end of Heinemann’s exclusive on the brand. which will now roll out across travel retail.

“The reason that it’s got a very big appeal in travel retail is, firstly, it’s a very disruptive brand,” explains Lloyd Maxwell, Travel Retail Manager at GMAX Travel Retail, which represents the brand in travel retail. “It’s kind of changing the game in the bourbon sector.

“You’ve got two celebrity founder at the back of it, which really does help, but at the same time, these guys are the founders; they shouldn’t be labelled as ‘celebrity’ founders, they are the founders of this brand. Brother’s Bond really are a family.

“It’s trying to be different to what everyone else has already done. With Ian and Paul, they blended it in their kitchen; tell me another celebrity brand that has done that.”

Today, Brother’s bond boasts four expressions: Straight Bourbon, American Blended Rye Whiskey, Bottled-in-Bond and Regenerative Rye.

The Bottled-in-Bond is already an award-winning expression, which Somerhalder and his team are particularly proud of.

The Brother’s Bond range

“The UK is obviously, arguably, the most sophisticated whiskey market in the world,” he told guests at the launch event. “For us to be able to be here with you and convince you guys that this whiskey is worth drinking is special.”

Despite the accolades, Somerhalder and the GMAX Travel Retail team are under no illusions over the challenges facing them in travel retail, and the wider whiskey market.

“We’re freaking Scrappy Doo,” Somerhalder quips, calling to mind the battle-ready Scooby Doo character defined by his readiness to take on larger opponents.

Underlining the brand philosophy, he continues: “Anything is possible with time and money. When you have almost no money and limited time, how do you find your way around that? Innovation.”

At its heart though, Brother’s Bond’s appeal is in its name: the uniting of people.

“I don’t think that there has ever been a brand where the whole ethos of the brand was just to bring people together,” Somerhalder reflected. “Shared experience bonds people and I think we could argue, or not argue, that we need togetherness and bonding now more than ever in history and this is the company to do it.”