OWENSBORO, Ky. (Nov. 10, 2026) — From outrageous parking fees to overpriced stadium concessions, attending a sporting event has become an increasingly expensive experience for fans. Now, Kentucky-based Green River Distilling Co. is stepping onto the field with a promotion designed to give fans a little financial relief.
The Owensboro bourbon producer, known for its irreverent “Bourbon Without the Bullsh!t” marketing campaign, has launched the Green River Bullsh!t Refund, offering eligible fans $20 back on qualifying game-day and live-event expenses.
The promotion runs through Nov. 20, and there’s one particularly appealing twist: Participants don’t have to purchase a single bottle of Green River Bourbon to qualify.
Instead, fans can submit receipts for at least $20 in eligible expenses, including tickets, parking, food, merchandise and other qualifying purchases associated with live events. Approved participants will receive a $20 refund through Venmo, subject to program eligibility requirements and available funds.
“Fans already have enough to yell about without the price of parking making the list,” said Chuck Change, Green River’s fictional brand spokesperson, portrayed by Jim Lake, the company’s vice president of marketing. “We make damn good bourbon at an honest price. Helping with the rest of game day felt overdue. We can’t fix a bad call on the field, but we can put a little money back in your pocket.”
The campaign taps into a growing frustration among sports fans as the cost of attending games continues to climb.
According to U.S. Bureau of Labor Statistics figures cited by Green River, admission prices for sporting events increased 123% between 2000 and 2025, compared with an 87% increase in overall consumer prices during the same period.
Those figures don’t include the additional expenses that can quickly turn an afternoon at the stadium into a costly outing for families. Parking, concessions, souvenirs and other purchases can substantially increase the total price of attending a game.
For Green River, the promotion represents an extension of the brand’s broader positioning in the competitive American whiskey market, where premium pricing, elaborate packaging and limited releases have become increasingly common.
The distillery has built its marketing identity around offering quality Kentucky bourbon at accessible prices, emphasizing value and authenticity rather than exclusivity.
The refund campaign applies that philosophy beyond the bourbon aisle, challenging what the company considers unnecessarily inflated prices associated with the fan experience.
Participating is relatively straightforward. Fans visit greenriverwhiskey.com/bsrefund and upload a receipt documenting at least $20 in qualifying live-event purchases.
After submitting their receipt, participants receive a playful evaluation from Green River’s “Bullsh!t Detector,” which examines the costs associated with their outing.
Approved submissions receive $20 through Venmo.
The promotion is not limited to football. Green River says eligible expenses from other live events may also qualify, expanding the campaign’s reach beyond stadium tailgates.
Alcohol purchases and certain other excluded items cannot be counted toward the $20 minimum. The program allows one refund per person, while funds remain, and additional eligibility requirements and exclusions apply.
The initiative follows Green River’s recent release of a tailgate-themed song and music video, part of an expanding marketing effort designed to connect the historic Kentucky whiskey brand with sports fans and consumers looking for value.
“The Bullsh!t Refund is only the beginning,” Change said. “As tailgate season continues, fans can expect even more from the Green River playbook, taking the bullsh!t out of game day.”
Founded in Owensboro in 1885, Green River is one of Kentucky’s historic bourbon names. The distillery has experienced a modern revival, reestablishing its presence in the American whiskey market while drawing on its longstanding Kentucky heritage.
The campaign also illustrates how bourbon producers are increasingly looking beyond traditional spirits advertising to build relationships with consumers through entertainment, sports and lifestyle experiences.
Rather than requiring a purchase or offering a discount on its own products, Green River is directing promotional dollars toward expenses consumers already face, reinforcing its message that enjoying quality experiences shouldn’t require paying inflated prices.
Fans interested in participating can submit qualifying receipts through Nov. 20, 2026, at greenriverwhiskey.com/bsrefund, where complete program rules and eligibility requirements are available.
For fans who have ever paid more for stadium parking than they expected to spend on lunch, Green River’s message is simple: Sometimes the best call on game day is throwing a flag on the price.
About Green River
Green River Distilling Co. is a celebration of classic Kentucky – honoring the past while staying firmly planted in the present. Known for delivering great bourbon at an incomparable value, Green River enjoys a rich history dating back to 1885. Authentic and approachable, Green River offers a growing portfolio of whiskeys crafted from historic mashbills blended to create a smooth and welcoming taste profile. Green River’s Wheated Bourbon was named Best Overall Bourbon in 2025 by the New York World Spirits Competition, a true testament to the brand’s commitment to simplicity and quality going hand-in-hand. Green River is part of Lofted Spirits, one of the largest American Whiskey distillers in the U.S. For more information visit GreenRiverWhiskey.com.
