Four years ago they went with friends for a tasting at a small brewery and they purchased a 'sponsorship' of a barrel of bourbon. While they were there that day a new barrel of whiskey was labeled with their name.
This whiskey is aged for 4 years - and it's been four years. Today they will help bottle 'their' keg of bourbon and will be bringing a couple bottles of it home, of course
They find the coolest things to do.
Meanwhile they have told others about this and have sent quite a few people to this brewery's tours and tastings.
What a smart marketing idea that was. The fee to 'sponsor' a barrel was $60 - a plus for the brewery and a guarantee of returning customers ready to bottle 'their' bourbon...and buy a few more bottles while there.
For all I know this marketing idea may be common in some areas - but I'd never heard of it done quite this way.