The News
Tailgate Spirits LLC, the maker of Blue Lot® Bourbon, has appointed Darryl "Truck" Bryant as brand ambassador to support the ultra-premium bourbon's expansion across Morgantown and northern West Virginia. The move comes ahead of the 2026 football season, with a focus on strengthening local retail and on-premise presence through community engagement.
The Takeaway
- Local Roots Matter: Bryant’s deep connection to Morgantown and his reputation as a community figure adds authenticity to Blue Lot® Bourbon’s branding. This strategy taps into the power of regional identity, which is especially valuable for small spirits brands trying to stand out.
- Ambassador Strategy: By choosing someone with both local credibility and a strong personal brand, Tailgate Spirits is building a more relatable and engaging presence in the market. This approach reflects a growing trend among craft spirits companies to use community figures as brand ambassadors rather than traditional marketing tactics.
- Growth Through Community: The appointment signals an intent to grow Blue Lot® Bourbon through grassroots efforts—like retail outreach, on-premise events, and local partnerships—rather than mass-market campaigns. This aligns with a broader shift in the spirits industry toward localized, community-driven growth.
Original Press Release
Tailgate Spirits LLC, maker of Blue Lot® Bourbon, today announced the appointment of Darryl “Truck” Bryant as brand ambassador, effective immediately. In this role, Bryant will focus on Morgantown, the I-79 corridor, and northern West Virginia through retail outreach, tastings, and local market support.
Ahead of the 2026 football season, Tailgate Spirits LLC is making an aggressive push to further establish Blue Lot® as one of West Virginia’s leading ultra-premium bourbons. Bryant’s appointment is part of that effort, with a focus on stronger account support, more tastings, and greater visibility in the markets that matter most.
“Truck knows Morgantown, knows the people, and knows what this brand stands for,” said Michael Greenblatt, founder of Tailgate Spirits LLC. “We are not looking to blend in. We are building Blue Lot® where this culture lives, and Truck is the right person to help us do it.”
A NATURAL FIT
Bryant remains one of the most recognizable figures in Morgantown basketball history. Known for his physical style of play and relentless energy, he earned the nickname “Truck” from fans during a standout collegiate career.
After basketball, Bryant made Morgantown his home and built multiple businesses in the area. Today, he maintains strong ties across the local business community, including retail, hospitality, and real estate.
As brand ambassador, Bryant will make regular retail visits, support in-store tastings, appear at community events, and help strengthen Blue Lot®’s relationships with retail and on-premise accounts throughout northern West Virginia. He will also help expand the Certified Blue Lot® Spot™ program, the company’s on-premise initiative for bars and restaurants aligned with the Blue Lot® brand.
“Morgantown has meant a lot to me over the years,” said Bryant. “The people here have supported me from the beginning, and I’m proud to help grow a brand that means something to this state.”
EXPANDING A GRASSROOTS MODEL
Blue Lot® has grown through a grassroots, founder-led approach to retail development. Greenblatt, a West Virginia University alumnus, has personally led account relationships and tastings across the state since the brand’s launch. Bryant’s appointment strengthens Blue Lot®’s presence in Morgantown without changing the approach that helped build the brand.
“This brand has grown because people believed in it, supported it, and shared it,” said Greenblatt. “Truck represents that kind of connection to Morgantown, and that matters to us.”
Bryant will begin market activity immediately, with an initial focus on Morgantown retail accounts, selective on-premise placements, and pre-season brand visibility heading into the 2026 football season.
Source: EIN Presswire