Mine Hill Distillery & Christopher Meloni: A Colonial Comedy with a Craft Twist
How do you make a small-batch Connecticut distillery the talk of the spirits world? You bring in one of television’s most legendary actors, drape him in colonial garb, and let him rewrite history—one sip at a time.
To reintroduce Mine Hill Distillery (MHD) after new ownership, the brand needed a fresh yet authentic relaunch that celebrated its Connecticut heritage, craft excellence, and bold attitude. The answer? Christopher Meloni—TV icon, longtime Connecticut resident, and the perfect face (and voice) to champion the superiority of Connecticut craft spirits.
In a hilariously subversive campaign, Meloni stars in two distinct spots, each highlighting MHD's premium offerings:
The Genius of the Campaign:
A Historic Hook: Connecticut isn’t widely known for spirits, but it was critical to the American Revolution. This campaign cleverly connects Yankee ingenuity, craft distilling, and rebellion—with a Meloni-powered punchline.
Unfiltered Humor: From British-accented quips to colonial costume changes, the content leans into comedy, making spirits feel fresh, unexpected, and engaging.
Authenticity Meets Star Power: Meloni’s personal connection to both Connecticut and MHD’s new owner, Zachary Karabell, makes this more than just a celebrity endorsement—it’s a real collaboration.
Bourbon Spot
Meloni, donned in colonial attire, humorously asserts Connecticut's rightful place in bourbon lore. He quips:
“What’s the first thing you think of when I say bourbon? That’s right. Connecticut. Sure, Kentucky is a close second with its Pappy this and Makers that, but it’s Connecticut bourbon you should be thinking of.”
Gin Spot
Transitioning to a modern setting, Meloni spotlights MHD's gin, emphasizing its local ingredients—pristine Connecticut water, white pine, and homegrown grains. With characteristic flair, he declares:
“It is the best gin in the state; the best gin in any state, and it’s what you should be drinking, if you can get it.”
