Number #81
Woodford Reserves' $1K and $5K Mint Juleps Support Thoroughbred Retirement and Rescue
Featured Focus:
Partnerships for Food, Arts & Culture, Direct Financisal Support
Scope of Impact: Local
Everyone knows about the famous Kentucky Derby hats, the lavish race-day soirees, and of course, the legendary Mint Julep cocktails. But what many people might not know about is another, more philanthropic Derby tradition: the Mint Julep Charity Cup program, sponsored annually by Woodford Reserve. Here’s the inside track:
The Cups: A total of 151 handcrafted julep cups were made for this year’s Derby, celebrating the 151st running of the race. Fifty-one of those cups, priced at $1,000 each, were made from polished pewter, while the other 100 were crafted from sterling silver, heavily plated in 24-karat gold, and priced at a whopping $5,000. Both designs also featured sterling silver accents, and were embellished with lab-grown white and pink sapphires. We’re pretty sure they’re not dishwasher safe.
The Cause: Each year, the proceeds from the Mint Julep Charity Cup program benefits a different nonprofit organization. This year, they supported Our Mims Retirement Haven — a Kentucky-based sanctuary dedicated to the rescue, revitalization, and lifelong care of retired thoroughbred racehorses and broodmares, which was named after 1977 Eclipse Champion “Our Mims.”
The Experience & Impact: For anyone who shelled out the $1,000 or $5,000 to take home a piece of Derby history, it was quite a lavish and exciting way to enjoy the event — and provide direct financial support to a cause close to the Derby’s heart.
It’s always fun to discover a new facet of an event that’s ingrained into our collective culture, especially one with as long and rich a tradition as this one. With sales for the 151 handcrafted cups totaling $551,000, Woodford Reserve’s Mint Julep Charity Cup program isn’t just a symbolic gesture – it has the power to make a tangible, significant impact for Our Mims, and for every other organization that’s been part of the program for years.
At WIN | WIN, we’re major champions of inclusivity. But there’s also something interesting about leveraging this kind of exclusivity for good. Similar to limited-edition merch drops (LeBron Barbie, A’Ja Ones, etc.), the appeal of being one of a few hundred people to have this memento taps into a basic human desire to be “the first” or “the only.” With celebrities flocking to the stands every year, the Derby brings the exact right audience for this kind of luxury item, making the price tags feel reasonable for the value, status, and feel-good vibes the patrons get to experience in return.
YOUR NEXT PLAY:
While we’re not suggesting that you go out and create $5,000 souvenirs, we do believe in leveraging human behaviors and patterns to create positive impact. Galas, box seats, signed memorabilia, and VIP events are already staples in the sports world, all of which rely on a limited number of tickets at a sizable cost to drive demand and revenue. What other experiences, products, or services might be an opportunity to use this same model for good? And, the bigger question – how do you make sure to balance exclusivity with "sports are for everyone?”
Modern Luxury details Woodford's 2025 Kentucky Derby julep cups, supporting the rescue, revitalization, and lifelong care of retired Thoroughbreds.
Woodford Reserve is the official bourbon of the Kentucky Derby, featuring commemorative bottles, cocktails, and moments from Derby history.
A sanctuary for retired Thoroughbred mares, offering lifelong support and promoting post-career care for these equine athletes.
Prominent racehorse owner Mike Repole pledged matching funds to TAA during Kentucky Derby week.
Thoroughbred Charities of America (TCA) funds nonprofits supporting Thoroughbreds and the people who care for them.
Churchill Downs' "Winsday" on April 30, 2025 partnered with nonprofits for racing and fundraising.
