Larceny Bourbon Goes AR with “Unlock the Rickhouse” App

Love Bourbon? There’s An App For That.

The newly launched “Unlock the Rickhouse” augmented reality app from Larceny Kentucky Straight Bourbon Whiskey offers consumers a new way to experience the brand. Enthusiasts are invited to download the app, search through the rickhouses, learn more about Larceny Bourbon, and enter to win the grand prize of $10,000. Larceny Bourbon uses wheat in place of rye as the flavoring grain in the whiskey’s mashbill, as was preferred by Fitzgerald himself.

John E. Fitzgerald, a treasury agent in the late 1800’s and early 1900’s was one of the only people legally allowed to carry the keys to the barrel storage rickhouses.  With a discerning palate for fine Bourbon, John E. Fitzgerald often used his rickhouse keys to gain access to some of the finest Bourbon barrels for himself. Those barrels from which he chose to help himself were often referred to as “Fitzgerald barrels” around the distillery. This infamous act of larceny led to the Larceny brand and has now inspired the newest augmented reality app.

Your smartphone acts as the map to explore rickhouses. Tap on each one to search for a prize-winning “Fitzgerald barrel.” From Sept. 1 through Dec. 31, each tap of a rickhouse gains one entry to the grand prize of $10,000 (where legal). Daily prizes will also be awarded on a weekly basis to winning consumers.

Look out for interactive displays and a map of the Larceny rickhouses in your local retail stores. The Unlock the Rickhouse program comes to life across various media platforms such as YouTube, programmatic video, mobile, social media including Facebook and Instagram, and at www.unlocktherickhouse.com.

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