Chris Stapleton’s presence at the Super Bowl has already produced one of the most powerful musical moments in recent Big Game history, and that legacy now carries forward through Traveller Whiskey. His stripped-down, emotionally raw rendition of the national anthem at Super Bowl LVII remains unforgettable, with the Kentucky-bred singer performing solo with only his electric guitar. The performance visibly moved players, coaches, and fans alike, cutting through the spectacle with quiet intensity.
While Stapleton won’t be returning to the field this Sunday for the Seahawks–Patriots matchup, his voice will still resonate before kickoff.
Just ahead of the national anthem, viewers will see a 30-second spot for Sazerac’s Traveller Whiskey, the brand Stapleton co-created alongside Buffalo Trace master distiller Harlen Wheatley.
The commercial blends behind-the-scenes imagery from Buffalo Trace in Frankfort, Kentucky, with moments from Stapleton’s celebrated 2023 anthem performance. Rather than leaning into spectacle, the ad mirrors the tone that made that Super Bowl moment resonate: patient, grounded, and deeply personal. Stapleton’s speaking voice carries the spot, reflecting on time, craft, and intention.
“There is a time. Time spent doing the work that nobody sees. Playing the long game. Because perfect moments don’t happen. They are made. Traveller Whiskey. Made for the moment,” Stapleton says in the ad. Watch below:
The placement is deliberate. Airing just before the national anthem, the spot connects Traveller Whiskey to the same emotional space Stapleton occupied during his Super Bowl LVII performance, reinforcing the brand’s positioning around authenticity, restraint, and earned moments rather than hype.
The Super Bowl appearance is the latest high-profile move for Traveller Whiskey, which has rapidly expanded its footprint since launch. The brand became Major League Baseball’s first official whiskey last season and made a notable appearance at the Daytona 500, signaling Sazerac’s intent to build Traveller into a nationally recognized premium whiskey brand anchored by Stapleton’s credibility and creative involvement.
The timing is especially significant as Traveller Whiskey prepares to announce its first line extension next week, marking the next phase of the brand’s growth.
For Stapleton, an 11-time Grammy winner whose work consistently favors substance over flash, the campaign feels aligned with his broader artistic identity. It’s not about returning to the Super Bowl stage, but about honoring the discipline, patience, and unseen work that lead to moments worth remembering.
Super Bowl LX airs Sunday from Levi’s Stadium in Santa Clara, California, with kickoff scheduled for 6:30 p.m. ET on NBC.
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