A Pour That Packs a Punch: Bear Fight Whiskey Names Crowe PR Agency of Record
Integrated PR agency propels innovative whiskey brand to national recognition
SAN DIEGO and NEW YORK – August 27, 2025 – Crowe PR, a leading integrated public relations agency specializing in driving global awareness for beverage, CPG and spirits brands, has been named agency of record for Bear Fight Whiskey, a fast-rising brand in the premium whiskey space under the Next Century Spirits portfolio. Known for its creative campaigns and measurable impact, Crowe PR is spearheading a comprehensive communications strategy for Bear Fight Whiskey that includes national media relations, executive thought leadership and brand storytelling to drive consumer awareness, sales and long-term growth.
Bear Fight Whiskey is a highly awarded whiskey brand renowned for its bold yet approachable flavors, innovative whiskey making and biting sense of humor, embodied in acclaimed actor, director, producer and Bear Fight Whiskey creative partner, Gabriel Macht. Its portfolio includes two expressions: American Single Malt Whiskey, which uses three types of oak barrels to develop a distinct depth of flavor, and Kentucky Reserve Bourbon, which is uniquely finished in reposado tequila casks.
The partnership began with the announcement of Macht joining the Bear Fight Whiskey team, taking the brand to new heights, followed by the debut of its first ad campaign. Crowe PR led the successful ad campaign launch across strategy and earned media relations, effectively positioning Macht as a true creative partner and engaging consumers who value authentic stories. The agency's ROI-driven strategy resulted in hundreds of pieces of high-impact coverage across key national, entertainment and trade media, including:
Live segment on NBC’s TODAY SHOW with Macht.
Highlight as one of the best Super Bowl commercials of 2025 by The New York Times.
Exclusive feature and interview with Macht in People Magazine.
Full feature in Forbes highlighting Macht’s partnership with Bear Fight Whiskey.
UPROXX roundup inclusion as a need-to-know whiskey brand for 2025.
The extensive, in-depth media exposure significantly elevated Bear Fight Whiskey’s national profile, boosting brand visibility, driving widespread awareness and solidifying its position as one of the hottest and most exciting names in the spirits industry. The campaign results also reflect Crowe PR’s expertise in securing top-tier earned media coverage that moves the needle for brands in highly competitive industries like beverage and alcohol.
“Bear Fight Whiskey was built to challenge the status quo, and our new campaign with Gabriel Macht brings that vision to life,” said Amanda Blanco, vice president of brand marketing at Next Century Spirits. “Gabriel brought a fresh, fearless perspective that challenged us to think differently, and with Crowe PR amplifying the message, we’re inviting more people to discover their own ‘bear fight.’”
Bear Fight Whiskey continues to build strong momentum in the marketplace whilst leveraging its creative PR and marketing initiatives, expanding its footprint with more than 300 new points of distribution through key retail partners such as Total Wine & More and BevMo. The brand’s recent success doesn’t stop there: coming off the heels of its inaugural campaign with Macht and the budding popularity of its Single Malt varietal, Bear Fight Whiskey has achieved a +70% volume increase, underscoring its growing influence in the spirits category.
Crowe PR has deployed a comprehensive ongoing communications strategy to further elevate Bear Fight Whiskey’s national brand presence and establish it as a household name and the go-to spirit for all occasions. Through targeted media relations and integrated PR tactics, the agency continues to drive consumer loyalty and sales by bringing the brand’s fun, lighthearted nature and creative storytelling to the forefront.
“Bear Fight Whiskey embodies the kind of distinctive character and craftsmanship that resonates deeply with today’s consumers,” said Natalia Barclay, vice president of communications at Crowe PR. “It’s been fantastic to see such a great response from the market and consumers, and we look forward to continuing to amplify the company’s presence nationwide, driving meaningful connections that translate into lasting brand affinity.”
Bear Fight Whiskey is a part of Crowe PR’s robust and growing spirits and RTD beverage roster including Skrewball Whiskey, Rabbit Hole Whiskey, Mary Dowling Whiskey, Mash & Mallow Whiskey, Mutiny Island Vodka, Suntide and more.
Crowe PR has established itself as a top public relations agency for spirits and CPG brands, known for strategic, earned-first campaigns that turn visibility into business growth. In addition to its extensive CPG portfolio, Crowe PR supports growth for medical device and global resorts brands with its healthcare, technology and destinations verticals, respectively. With proven experience in celebrity-led campaigns, creative partnerships and authentic storytelling, the agency is a go-to for challenger brands and market leaders, consistently driving ROI.
For more information, visit www.crowepr.com and follow along on LinkedIn and Instagram at @crowepr. Contact us today at info@crowepr.com to learn how Crowe PR can take your brand to the next level.
About Bear Fight Whiskey
Every triumph deserves a toast, and there's only one drink that truly embodies the spirit of victory: Bear Fight Whiskey. Crafted for both seasoned whiskey aficionados and newcomers alike, Bear Fight Whiskey is a meticulously crafted, award-winning whiskey brand that exceeds expectations. With a smooth finish, a rebellious edge, and a name you won’t forget, Bear Fight isn’t just another whiskey—it’s a bold, approachable take that breaks tradition and brings celebration to every sip.
Bear Fight Whiskey has won numerous awards, including Double Gold at the San Francisco World Spirits Competition, Best in Category at the World Whiskies Awards and Double Gold at the New York International Spirits Competition.
For more information, visit www.bearfightwhiskey.com and follow the brand on Instagram @BearFightWhiskey.
About Next Century Spirits
Next Century Spirits (NCS), headquartered in Zebulon, North Carolina, is a full-service distilled spirits company, building a strategically developed portfolio of owned brands and offering private label solutions, co-packing, and bulk supply. NCS seeks to redefine what’s possible in spirits production with its patented Spiranova™ process, which accelerates flavor transformation using natural ingredients. Its portfolio includes Nue Vodka, Blue Chair Bay Rum, Numbskull—a cool mint and chocolate-flavored whiskey—Bear Fight Whiskey, Creek Water American Whiskey, Caddy Clubhouse Cocktails, Calamity Gin, and Henderson Whiskey. NCS-owned brands have earned over 35 gold medals in industry competitions, and in 2023, the company was named North Carolina Distillery of the Year by the New York International Spirits Competition.
About Crowe PR
Crowe PR is an integrated public relations and communications agency specializing in amplifying brand awareness and driving business growth for mid-to-large-sized healthcare and technology, consumer goods and destinations, resorts and experiences brands. Headquartered in San Diego, with a second location in New York City, Crowe PR’s ROI-focused services include communications strategy, media relations, thought leadership, influencer marketing and social media management and marketing. An award-winning firm, Crowe PR has received numerous PRSA San Diego Bernays Awards, been named to PRNEWS’ 2025 Agency Elite Top 120 and recognized by the San Diego Business Journal as one of the Best Places to Work. The company has also been named to the esteemed Inc. 5000 list of the fastest-growing, privately-owned companies in America for three consecutive years. For more information visit www.crowepr.com.