Tribeca Film Festival partners with Bulleit Frontier Works to present Tribeca Disruptive Innovation Awards

Now in its ninth year, the Tribeca Disruptive Innovation Awards has transformed into a massive ceremony celebrating individuals around the world creating new business models and disrupting the status quo.

Hosted by Tamron Hall, the ceremony honored 'disruptors' in a variety of categories including the arts, education, storytelling, healthcare, depolarization, economics, civic engagement, religion and spirituality as well as moral and ethical development. This year, those 20 honorees included movers and shakers such as the founder of the #MeToo movement Tarana Burke, 11-year-old student activist Naomi Walder, musician Questlove, journalist Elle Reeve and the youngest survivor of the Hiroshima bomb, Koko Kondo.

The annual event, co-founded by Rabbi Irwin Kula, Craig Hatkoff and Clayton Christesen, took an innovative turn this year by collaborating with Bulleit Frontier Works on a multiyear deal to help shape what's next in whiskey and culture. The unique partnership steps outside of the box and explores the intersection of technology and culture. And while Bulleit may have been labeled as "liquid in a glass and facilitating great drinks for socializing" in the past, this new venture shines a neon light on the brand's progressive future.

Sophie Kelly, Senior VP of North American Whiskeys, explained the partnership in detail, adding, "The focus of this Frontier Works partnership will be facilitating projects and telling modern, relevant stories -- highlighting interesting places at the edge of culture and celebrating the community that surrounds Tribeca Film Festival."

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Kelly went on to describe the brand's plans with Tribeca beyond the annual award's ceremony.

"This year marks the beginning of our partnership with Tribeca and we kicked it off with a Frontier Works: Do Tank, which focused on the frontier of urban disruption. When we sponsor events, we are always finding ways to live our purpose actionably vs just ‘showing up.’ The Do Tank will be a series of collaborations which aim to generate real projects and actions that will stir the frontier spirit in everyone and create true impact in culture," she added.

With this new partnership, Kelly hopes to "stir the frontier spirit in everyone." The two brands are working together on their next collaboration which tackles the issue of urban renewal and how to reinvent forgotten spaces.