Bulleit Frontier Whiskey and American Forests Harness the Power of Art and Independent Creators at the Tribeca Festival to Spark Action for Tree Equity

Award-winning whiskey unveils limited-edition ‘Art Barrels’ and UnitedMasters Vinyl Collection available for purchase in support of Tree Equity

NEW YORK, June 8, 2022 /PRNewswire/ — Returning to the Tribeca Festival for the fourth consecutive year, Bulleit Frontier Whiskey is collaborating with independent creators and artists to converge film, music and art to spark conversation and action around its Tree Equity mission in partnership with American Forests.

Bulleit Frontier Whiskey will commission an interactive art collection by New York muralist “ELLE StreetArt” and the independent artists of UnitedMasters to raise funds for American Forests’ Tree Equity program, ensuring that everyone, everywhere can share in the benefits of trees.

  • “ART BARRELS” – Is a one-of-a-kind art installation in collaboration with top touring street artists,”ELLEStreetArtto transform Bulleit’s coveted bourbon barrels into one-of-a-kind works of art that will also serve as planters where Tribeca attendees can plant tree seedlings for Tree Equity. “ART BARRELS” will be stationed at major festival locations of Tribeca where festival-goers can participate in the planting of seedlings – the first step in the process of tree planting, the seedlings will then be grown and used in the future New York City planting trees, benefiting the local community for years to come. To date, Bulleit and American Forests have successfully planted one million trees, restoring over 2,000 acres of American forest landscapes.
  • “LIMITED EDITION VINYL” – Bulleit Frontier Whiskey will host the opening night of the “Tribeca Music Lounge” to celebrate and support talented and up-and-coming independent artists. In honor of artists taking the stage – Bulleit, in ongoing collaboration with independent music company UnitedMasters, will release a limited run of vinyl featuring music from VIP artists. The one-of-a-kind vinyl will include custom cover art from UnitedMasters artist Chaz “ALLBLCK” Morgan.

“Like Bulleit, I try to push boundaries and experiment in everything I do, but especially when creating my art. I was really excited about using whiskey casks as a new medium,” ELLE says. “But more than that, I feel a responsibility to do good through my art. Nature has enormous value and needs to be protected, which is why teaming up with Bulleit to raise awareness for Tree Equity was a no-brainer.”

After the festival, the limited editions “ART BARRELS” and “LIMITED EDITION VINYL” will be available for purchase on Art Saatchithe first online gallery in the world, of which 100% of the profits are donated to American Forests to pursue its Tree Equity mission shared by Bulleit.

“Partnering with independent creators in art, music, and film is a powerful tool to effect change, and the Tribeca Festival has long been a forum for independent creators who push the boundaries,” said declared Sophie Kelly, Sr. Vice President Whiskey at Diageo North America. “By tapping into the intersection of art and sustainability, we are able to spread the powerful message of Tree Equity and give emerging artists a platform to showcase their art.”

Tribeca Festival ticket holders can stop by the Bulleit “ART BARRELS” installation to view works commissioned by Elle StreetArt and participate in seedling plantings June 9-12 of 4 p.m. to 9 p.m. ET outside Brookfield Squareone of New York City most vibrant building complexes along the Hudson River in Lower Manhattan.

For the first time ever, the Tribeca Festival presents the “Tribeca Music Lounge”, the newest addition to the celebration of independent creativity in music for four days and nights of exclusive performances, special guest appearances and discussions stimulating industry. On Thursday, June 9, Bulleit Frontier Whiskey will host the opening night of the Tribeca Music Lounge to celebrate and support UnitedMasters’ talented and up-and-coming independent artists, including Yvngph, Allurr, PIERI, Paloma Ford and more during a one-of-a-kind showcase of live performances.

Earlier this year, Bulleit and Diageo and UnitedMasters launched “Freelance exchange(s)to open up new avenues for independent artists and brands to collaborate on multi-faceted partnerships. Powered by 1.5 million UnitedMasters independent artists, the Independent(s) Exchange allows Diageo to invest directly in the next generation of pioneering artists who will shape the pop culture of tomorrow.

Throughout the Tribeca festival, ticket holders (21 and older) can visit specialty Bulleit bars at Spring Studios and Brookfield Square to enjoy delicious tailor-made cocktails. As always, Bulleit encourages adults 21 and older to always drink responsibly. For more information and to stay up to date with its sustainability efforts, follow @Bulleit on Instagram and Facebook.


Bulleit, founded in 1987, is one of the fastest growing whiskeys in America. The brand attributes this growth to the bartenders and cultural partners who have embraced it. The Bulleit Frontier Whiskey portfolio is distilled and aged in the Bulleit family tradition, using a distinctive high rye recipe, which gives them a bold, spicy, yet distinctly smooth taste. The winner Kentucky the whiskey recently won a double gold medal for Bulleit 10 years old and gold medals for Bulleit Bourbon and Bulleit Rye at the San Francisco World Spirits Competition 2021. In 2017, Bulleit celebrated its 30th anniversary with the opening of a new state-of-the-art distillery located Shelbyville, Kentucky. Built with an emphasis on sustainable practices including natural habitat protection, water conservation and local ingredient sourcing, BDC received the Highly Commended Award for Sustainable Distillery of the Year at the Whiskey Magazine’s Icons of Whiskey Awards 2020. In 2019, a Bulleit Distilling Co. visitor center in Shelbyville open to share our modern, technological and sustainable approach to making great whisky. In 2021, Diageo opened its first carbon neutral whiskey distillery in Lebanon, KY Bulleit being the first and main brand produced on the site. supplementing existing Bulleit Distilling Co. production. For more information, visit www.bulleit.com or follow @Bulleit on Instagram.


Diageo is a global leader in alcoholic beverages with an outstanding collection of brands including Johnnie WalkerCrown Royal, Bulleit and by Buchanan whiskeys, vodkas Smirnoff, Cîroc and Ketel One, Casamigos, DeLeon and Don Julio tequilas, Captain Morgan, Baileys, Tanquerays and Guinness.

Diageo is listed on both the New York Stock Exchange (NYSE: WD) and the London Stock Exchange (LSE: DGE) and their products are sold in more than 180 countries worldwide.

For more information about Diageo, its people, its brands and its performance, visit www.diageo.com. Visit Diageo’s global responsible drinking resource, www.DRINKiQ.com, for information, initiatives and ways to share best practices. Follow on Twitter and Instagram for news and information about Diageo North America: @Diageo_NA.


The Tribeca Festival brings together artists and diverse audiences to celebrate storytelling in all its forms, including film, television, virtual reality, games, music and online work. With strong roots in independent cinema, Tribeca is a platform for creative expression and immersive entertainment. Tribeca champions emerging and established voices; discover award-winning filmmakers and creators; organizes innovative experiences; and introduces new technologies and ideas through premieres, exhibitions, talks and live performances.

The Festival was founded by robert deniro, Jane Rosenthaland Craig Hatkoff in 2001 to stimulate the economic and cultural revitalization of the lower manhattan following the attacks on the World Trade Center. Tribeca will celebrate its 21st anniversary June 8 – 19, 2022. www.tribecafilm.com/festival

In 2019, by James Murdoch Lupa Systems, a private investment company based in New York and Bombaybought a majority stake in Tribeca Enterprises, bringing together Rosenthal, De Niro and Murdoch to expand the business.


American Forests, the oldest national nonprofit conservation organization United States, has pioneered the creation of healthy forests from coast to coast. The organization creates healthy and resilient forests in cities and large natural landscapes, which provide critical benefits for climate, people, water and wildlife. The organization is driven by the power of forests to solve two of today’s most pressing issues: slowing climate change and advancing social equity. American Forests advances its mission through forest innovation, local partnerships to plant and restore forests, and movement building. We envision a world in which the significant environmental, societal and economic benefits of forests are fully realized and equitably accessible to all. Learn more about https://www.americanforests.org/.


Launched in 2017 by Translation founder and music industry veteran Steve Stoute, UnitedMasters offers a new industry alternative to independent artists. UnitedMasters gives artists access to premium music distribution services, a suite of tools to help them connect directly with fans, and unique partnership opportunities with some of the world’s biggest brands. The UnitedMasters platform allows artists to operationalize their independence and maximize their creative and economic potential while allowing them to retain full ownership of their master recording rights.


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SOURCE Bulleit Frontier Whiskey

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