“I don’t do a ton of partnerships, but I was drawn to Katie’s story and found so many similarities with my own,” Lambert said in a statement. “I’m a storyteller first and foremost, and that’s exactly what Katie set out to do with this brand. Lone River was built on honoring her family’s roots and sharing an authentic way of life in West Texas. I’m excited to see what kind of noise us Texas women can make together.”
Brown called Lambert “the embodiment of the trailblazing spirit that built our business” who has “played such an important part in modernizing the ideals of the American West.”
The latest ads–from the agency where Brown got her start as an account director–hype the margarita-style line extension, called Ranch Rita, and its new variety pack. The new ads will appear on broadcast TV, streaming services, digital and social platforms. Acquired by liquor conglomerate Diageo in 2021, Lone River has also worked with Austin-based GSD&M on previous projects.