The story of Nevada’s Basque culture is one of community, tradition, and unique flavors, anchored by the Picon Punch—the “unofficial state cocktail of Nevada.” This bold, bittersweet drink has become a symbol of the Basque heritage that thrives along Northern Nevada’s Cowboy Corridor, where lively dining halls and friendly gatherings are part of daily life. To bring this rich cultural story to life, Travel Nevada partnered with Chris Leavitt (@notjustabartender), a mixologist and storyteller known for exploring the deeper meaning behind iconic cocktails.
Chris’s passion for uncovering the stories behind drinks made him the perfect partner to shine a light on the Picon Punch and the traditions that surround it. Together, the collaboration sought to highlight the authenticity and charm of Nevada’s Basque communities—places where the Picon Punch is not just a drink but a shared experience that connects people to a legacy of hospitality and heritage.
The goal was to elevate the Cowboy Corridor as a destination where food, drink, and culture come together in an unexpected way, inviting travelers to explore a lesser-known side of Nevada. By weaving the story of the Picon Punch into the larger narrative of Basque traditions, Travel Nevada aimed to create an emotional connection with curious visitors, positioning the state as a place where heritage and modern exploration intersect.
To celebrate the Picon Punch and the Basque culture that defines Northern Nevada’s Cowboy Corridor, Chris was tasked to craft an engaging narrative around this iconic drink. The strategy was rooted in showcasing both the authentic traditions tied to the Picon Punch and Chris’s creative reinterpretation of it, inviting travelers to experience Nevada’s unique cultural heritage in a fresh and modern way.
The journey began with a thoughtfully planned itinerary that brought Chris to three renowned Basque establishments: Louis’ Basque Corner in Reno, The Martin Hotel in Winnemucca, and The Star Hotel in Elko. Each location was chosen for its rich history and strong ties to Nevada’s Basque community, offering Chris a firsthand experience of the vibrant culture and traditions that surround the Picon Punch. From the communal dining tables to the lively conversations over a round of the “unofficial state cocktail,” Chris immersed himself in the authentic spirit of these beloved institutions.
The plan was to leverage Chris’s storytelling and mixology expertise to create two compelling videos. The first video focused on his stops along the Cowboy Corridor, capturing the charm and history of the establishments he visited, the people he met, and the traditions he encountered. This video offered viewers a window into the welcoming Basque dining culture and the role the Picon Punch plays as a symbol of Nevada’s heritage.
The second video showcased Chris’s own recipe and creative interpretation of the Picon Punch, blending his mixology skills with the inspiration he drew from his travels. By putting his unique spin on the drink, Chris demonstrated how a timeless tradition can evolve while still honoring its roots. This modern take on the Picon Punch served as an invitation for audiences to not only visit Nevada but also bring a piece of its culture into their own homes.
Both videos were designed to spark curiosity and engagement, with Chris’s authentic storytelling providing a trusted voice to connect with culturally curious travelers. Travel Nevada amplified this content across its own channels, ensuring that the campaign reached a broad audience of foodies, cocktail enthusiasts, and adventure seekers.
Through this collaboration, Travel Nevada turned the Picon Punch into more than just a drink—it became a gateway to the stories, flavors, and experiences that make Northern Nevada’s Cowboy Corridor a destination worth exploring. By blending authenticity with creativity, the campaign inspired travelers to discover a side of Nevada that’s as unexpected as it is unforgettable.
The Instagram partnership achieved impressive engagement, successfully drawing attention to the Basque culture and the iconic Picon Punch as a hallmark of Nevada’s heritage. With 272.67K impressions and 204.65K video views, the content reached a broad audience and captivated viewers with the authentic storytelling behind the Picon Punch. The campaign also sparked 12.14K total engagements, including 7.25K likes, 782 shares, 856 saves, and 107 comments, reflecting strong participation and interest in Nevada’s unique offerings. In addition, the partnership yielded $37K in earned media value (EMV) and $10.8K in social media value (SMV).
The video highlighting Chris Leavitt’s stops along the Cowboy Corridor, showcasing the cultural significance of the Basque dining halls and the Picon Punch, was particularly successful. In addition to its organic success, Travel Nevada received paid rights for this video, further amplifying its reach across Instagram and extending its impact.
As part of the campaign, Chris authored a blog for travelnevada.com featuring his interpretation of the Picon Punch, including the full recipe. This blog offers a deeper dive into the drink’s history and provides an engaging way for visitors to connect with the campaign beyond social media.
