Harlow’s presence also acknowledged a need for distractions beyond the race and its pageantry. This year, the Derby invited The Unwell Network and its founder and Call Her Daddy host, Alex Cooper, to take the infield with the host of Unwell’s Hot Mess podcast, Alix Earle, for an event on the morning of the race itself. The Derby’s traditions aren’t going anywhere, but the event’s stewards are adding new elements to ensure that it keeps adding years to that century-and-a-half of history.
“That is how we stay relevant,” Ramage said. “Those are the types of things that we’re going to have to continue to do to make sure that we’re a part of the cultural conversation.”
Finding balance in bourbon
At this stage of its existence, Ramage views the Kentucky Derby as a sporting event with the history and magnitude of Wimbledon or The Masters, but with the entertainment and experiential offerings of South by Southwest or Coachella. Blending the two requires some deft brand diplomacy.
For example, spirits company Brown-Forman is a staple at Churchill Downs, with its Woodford Reserve brand serving as the Kentucky Derby’s presenting sponsor since 2018. On race weekend, Brown-Forman’s Old Forester goes into each Mint Julep, its Woodford Reserve into each Spire and Herradura Tequila into the Horseshoe Margarita, while Finlandia Vodka forms the backbone of the Oaks Lily. That’s fine—when you aren’t selling to a generation actively trying to temper its alcohol consumption.
From observing Dry January and Sober October to encouraging Coachella and Stagecoach to offer more nonalcoholic options, Generation Z has made clear that it is cutting back. According to NCSolutions, 53% of Gen Z says it wants to curb booze consumption, compared to 40% in 2023. In the past six months, 54% of legal drinking-age Gen Zers have abstained from alcohol.
