WhistlePig Whiskey and Liquid Death, two beverage disruptors known for their viral marketing stunts and unusual collaborations, have teamed up to kill typical summer drinking trends.
Launching today as a limited release, GraveStock Wheat Whiskey is a high wheat whiskey aged in charred American oak caskets by Vermont-based WhistlePig and proofed with Liquid Death Mountain Water. The 86-proof bottle is available for a limited time nationally at stores and online with a suggested retail price of $74.99.
A first-time collaboration with Liquid Death or a branded water, GraveStock is a product of WhistlePig’s “commitment to breaking boundaries in the name of great tasting whiskey, and challenging expectations of summer sipping,” said Eliza McClure, vice president of marketing and innovation at WhistlePig.
Past summer limited edition partners include Traeger Grills, Pit Viper Sunglasses, and Solo Stove – all challenger brands who “share WhistlePig’s values of quality, disruption and going ‘pig [big],” added McClure.
Encouraging the pairing beyond the bottle, the companies are promoting mixing GraveStock Wheat Whiskey with one of Liquid Death’s sparkling waters and teas for a “DeathBall” cocktail.
Since it was founded in 2007, WhistlePig has often been seen as pioneering a rye whiskey revolution. The Vermont-based distillery has been largely credited with modernizing a common cocktail base by experimenting and pushing boundaries in the category. Liquid Death, founded ten years later, has done something similar with water, turning its cans into a $1 billion cult brand through its edgy campaigns.
“WhistlePig and Liquid Death are both brands that fans get tattoos of,” said McClure. Through the collaboration, we will each gain exposure to new drinkers, while creating a one-of-a-kind experience for our shared fans.”
Liquid Death has an especially strong following with the next generation of drinkers in Gen Z, added McClure — a generation that’s been a concern for the bev-alc industry.
“We hope to invite those fans into the brand with GraveStock Whiskey, and then show them WhistlePig from Rye cocktails to our flagship WhistlePig 10, and beyond,” she said.
The brands worked together on product design, content and storytelling, with WhistlePig leading the campaigns. Hero content will eulogize past summer sipping trends while showcasing the process behind the whiskey, with influencers presenting three highball recipes.
The collaboration comes just a few days after WhistlePig named a new CEO, likely reflecting the company’s growth ambitions. Charles Gibb, who previously led North American operations for Fever-Tree and spearheaded global expansion efforts at Belvedere Vodka, will take charge as the brand continues its expansion into aged bourbon and single malt categories.