Bourbon, Branding, Brotherhood & Beyond
Published on Dec. 16, 2024 at 7:39 p.m.
By Victoria Donato.
If you were a loyal television watcher during the 2010s, chances are you fell for the two heartthrobs who carried the hit supernatural teen drama “The Vampire Diaries.” Fictional brothers Damon and Stefan Salvatore captivated audiences with their intense sibling rivalry, leaving viewers to wonder: Am I team Damon or team Stefan?
While preferences differ, most fans can agree on one thing — both brothers fueled their obsession with the CW show. Though the series finale aired in 2017, fans have yet to lose touch with the Salvatore brothers, as streaming services like Max, Hulu and Peacock allow them to tap into their favorite vampire moments anytime they want.
However, what truly sets this iconic show apart from others is that actors Ian Somerholder and Paul Wesley have discovered a unique way to reconnect with their faithful watchers today, while also connecting with new audiences. In May 2021, Somerholder and Wesley launched their very own co-founded bourbon brand called Brother’s Bond.
Inspired by their bourbon-drinking sessions both on and off screen during nearly a decade of filming in the South, the spirit brand celebrates the actors’ joint love of bourbon and their deep appreciation for brotherhood.
It is no secret that both Somerhalder and Wesley are very active on their social media platforms. In fact, Wesley is often seen teasing his former co-star through undeniably hilarious Q&A stories on Instagram. Similarly, Somerhalder creates light-hearted social content, and in recent years, he has become quite TikTok savvy.
Across their brand’s accounts, this same style of content is produced. On TikTok specifically, the on-screen brothers effectively engage with their audiences by participating in the platform’s latest trends and incorporating their signature brotherly sarcastic approach to branding, promoting and advertising the bourbon.
This joint playful approach to sharing posts with the world has likely played a significant role in helping the actors effectively market their bourbon product to their loyal fans, while also potentially attracting an unexpected audience.
On a Monday in August of this year, a video of a fan sharing a bourbon shot with Somerhalder at a bar in Nashville went viral on TikTok. The comment section quickly filled with admiration for the actor’s laid-back demeanor and willingness to engage in casual conversations with fans. The effortless marketing brilliance of this unexpected visit is attributed to the on-screen brothers’ relaxed, authentic approach as two bourbon enthusiasts sharing their passion and making new friends along the way.
As many know, there is a significant presence of bourbon enthusiasts in the world, and while many of them may not have watched “The Vampire Diaries,” they are most likely viewing the product as an exciting new spirit to try and then review. Additionally, the die-hard fans of the show are eager to try Somerhalder and Wesley’s product, even though drinking bourbon is more of an acquired taste.
Because of these different audiences, Brother’s Bond has uniquely inserted itself into multiple realms. It is currently the most followed alcohol brand on Instagram, with nearly 2 million followers on the platform, also standing as one of the fastest selling bourbon brands. Additionally, Brother’s Bond has been positively featured in multiple reputable publications, such as Garden & Gun, Rolling Stone and Food & Beverage Magazine.
People just cannot get enough of these iconic on-screen brothers and their seamless transition from television heartthrobs to clever entrepreneurs. As Brother’s Bond continues to grow, one thing is clear: Their characters may have left Mystic Falls, but Somerhalder and Wesley continue to captivate audiences everywhere, one sip at a time.
