Every chief marketing officer (CMO) has their own playbook—a strategic balance of efforts to boost revenue, engagement and retention through events, social media, email marketing and other channels.
Though no two playbooks are the same, Brielle Caruso has, debatably, one of the most curated in the game after holding marketing positions at at Moet Hennessy and rum producer Serrallés before rising to CMO at SelvaRay Rum and now, Uncle Nearest, which launched in 2017 as a nod to its master distiller, Nearest Green, the world’s first-known African American to hold the position.
In an interview with Vendelux, Caruso described herself as “the steward for marketing for Nearest Green Distillery, home of Uncle Nearest Premium Whiskey,” which is based out of Shelbyville, Tenn., and aligns itself deeply with Green’s remarkable story from enslavement to whiskey extraordinaire. In her 2.5-year tenure thus far as Uncle Nearest’s CMO, Caruso said her “marketing objectives go far beyond simply moving a consumer through the sales funnel. Our primary goal is to build an enduring legacy […] and a brand with cultural and historical significance.”
Thus, “events are a cornerstone of our marketing strategy,” Caruso said, adding that “there’s no better way to bring that [Uncle Nearest’s legacy] to life than through events.”
Caruso divulged that she spends 35% of her marketing budget on event initiatives alone, between sponsorships and what she dubbed a “hybrid approach to events.” This includes VIP tours, barrel picks and festivals that take place on-site at Nearest Green Distillery—the seventh most-visited distillery in the world, Caruso noted.
In September 2023, for example, Nearest Green Distillery played host to its inaugural Hot Air Balloon Festival—the first to take place in Tennessee in more than a century—that welcomed 10,000-plus guests to its 432-acre property. (It increased its footprint just prior to the fest due to its swelling popularity as a tourist attraction, according to a press release.) There were musical guests on an outdoor stage, classic carnival games and plenty of local food vendors to accompany sips of Uncle Nearest, which Caruso called a true celebration of “community in a way only Uncle Nearest can deliver.”
Going off-site is a priority as well, per Caruso, who said part of her event budget goes towards attending major whiskey festivals, trade shows and hospitality gatherings “to reinforce our leadership in the premium whiskey space.” Brand representatives have been known to participate in exclusive tastings, panel discussions and masterclasses with the “goal to educate and inspire”—because “events aren’t just about sampling whiskey,” Caruso said. “They’re about creating meaningful connections, cultural conversations and lasting impressions.”
Events, like every other piece of marketing, focus on the three pillars that make up Caruso’s marketing strategy—brand leadership and awareness; consumer engagement and experience; and community and cultural impact. As a result, Caruso couldn’t think of a time where an event was anything but beneficial to Uncle Nearest as a brand. “When we wholly own an event, we control every detail—from execution to the guest experience—ensuring that every touchpoint aligns with our brand’s values and premium positioning,” Caruso told Vendelux. And though “partnerships can be a powerful tool when approached strategically,” relinquishing some ownership poses some additional challenges, she added.
Caruso continued: “My advice? Be intentional about who you collaborate with. Work with brands that share your values, elevate your presence, and complement—not compete with—your identity. Authenticity is key. Nothing is worse than showing up in a space that doesn’t align with your brand, diluting your impact, or confusing your audience.”
These objectives remain the same even when Uncle Nearest sponsors events. As recently as Jan. 22, for instance, the brand announced that it would be the official whiskey sponsor for the 2025 Black Excellence Art & Cocktail Party later this month in Houston. It’s also been known to sponsor DJ battles.
To round out her events strategy and “to celebrate and reinforce this [Uncle Nearest’s] culture, we come together each year for our Annual Sales Summit and Holiday Party,” Caruso said, pointing to its importance for “honoring our collective achievements, recognizing the individuals who make our brand extraordinary and strengthening the deep sense of family that defines Uncle Nearest.”
And like a true CMO, Caruso concluded her time with Vendelux urging readers to visit Nearest Green Distillery, touting its short distance from Nashville—”just 55 minutes, but a world away in terms of experience”—and its possession of the world’s longest bar, Humble Baron. “It’s not just a bar; it’s an experience, a gathering place where people from all walks of life come together to enjoy great cocktails, live music and delicious elevated southern cuisine,” Caruso said.
