Alibi Bourbon uses tattoos and bogans in ‘no nonsense’ positioning

A new campaign for Alibi Bourbon uses tattoos and over-the-top hard-living life stories to create a ‘tough’ and ‘no nonsense’ image.

The campaign, by JayGrey, uses the tagline ‘seriously hard liquor’ with characters from the lower classes who are ‘BS free urban warriors’, according to the agency.

The print ads feature images of bogans in supermarkets with bad slogan tattoos.

Using radio, the campaign uses three rough voices that talk about their hard lives growing up before revealing they are women.







Alan Cunningham, international business development director in charge of Alibi Bourbon said: “We like to do campaigns that make people stop and take notice and JayGrey seems to be an agency that specializes in that. When the guys at JayGrey put the creative concept in front of me, I have to admit I had a bit of a laugh. They really get what we’re trying to do here.”

Jay Furby, JayGrey’s creative director said: “Alibi Bourbon is a gritty, no nonsense drink. The fact that our point-of-sale campaigns were to run at biker events gave us a clue straight away what tone of voice we had to adopt.”

Agency: JayGrey
Client: Pure Beverages
Creative Director: Jay Furby
Art Director: Jay Furby, Dave Heytman & Tommy Cehak
Copywriter: Jay Furby & Gavin Chimes
Typographer: Dave Heytman & Tommy Cehak
Account Management: Will Frew
Photography: Sean Izzard (The Pool)
Re-touching: Steve York (Cream)


  1. Tom
    8 Jun 12
    11:12 am

  2. I’m speechless…

  3. NotForMe
    8 Jun 12
    11:17 am

  4. Clearly aimed at a different demographic. I would need to drink many bottles of the stuff before I would find these images in the least bit attractive.

  5. Jon Don
    8 Jun 12
    11:50 am

  6. That is the most condescending ad I’ve seen in some time. Besides, teenage mums are probably not the audience we should incentivise to drink more…(yes, it’s condescending to say, but I don’t pretend to pay tribute to them)

  7. Jack Dalton
    8 Jun 12
    1:54 pm

  8. Curious they”re either English or Irish voices.

    I know booze in the home isles is pretty awful at the best of times, but an appalling attempt at humour to sell a paint-stripper and drain cleaning fluid falls flatter than a pommy pint.

  9. paul the freelance writer
    8 Jun 12
    2:22 pm

  10. Bright, deep gold colour. The moderate aromatics are confectionary-like revealing banana lolly, bubblegum and vanilla bean followed by the faintest whiff of charry oak. The aromas follow onto the palate which is straightforward, medium bodied, semi sweet and a little flabby but balanced by a mild spicy flourish … confectionary aftertaste.

    Not me – Nick’s tasting notes.

    Just not sure what part of the whole experience he was tasting.

  11. Gezza
    8 Jun 12
    2:32 pm

  12. “The fact that our point-of-sale campaigns were to run at biker events gave us a clue straight away what tone of voice we had to adopt.”

    I think Mr Furby should attend said biker events and present the ideas to the attendees and their WAGs , explaining of course his insights into their lifestyle and culture. I am sure he would be warmly received.

  13. @ Jack
    8 Jun 12
    2:41 pm

  14. It’s Furbs,

    He’s a pom and loves his UK voices.

  15. AdGrunt
    8 Jun 12
    2:53 pm

  16. Another ad that whilst not appealing to the sensibilities of many, will likely hit the nail on the head with the audience.

    Kids, this won’t be appearing in Vogue or Sydney Weekend Magazine.

    8 Jun 12
    3:06 pm

  18. Jesus Jay you really are homesick aren’t you?.
    Maybe you haven’t noticed that the Australian vernacular has moved on since MInder was a hit…
    .leaaavve itt ouut

  19. Notmichaeljfox
    8 Jun 12
    7:37 pm

  20. I feel like I could get hepatitis just by touching the bottle…

  21. adam Wright
    10 Jun 12
    9:37 am

  22. Oh dear boganville plus! Makes me want to never drink bourbon again…..

  23. Tom
    12 Jun 12
    8:22 am

  24. Cor this campaign don’t arf pen and ink!!!! Both pointless and stupid well done Furball!!

  25. Offal Spokesperson
    12 Jun 12
    11:34 am

  26. The sooner we ban alcohol advertising (well actually, ban alcohol) the better, as evidenced by these ads.