WhistlePig, a cult favourite whiskey out of Vermont, continues to place its distinctive stamp on Dry January by creating a terpene-based cocktail that leans into two traits directly—the explosion of nonalcoholic drinks and the American hashish growth.
The model has dubbed its 2024 effort “Dank January,” saying it goals to excessivejack the month-long temperance problem with “a salad bowl of superior elements” for a “power” booze-free expertise. Honest warning: extra stoner puns forward.
The limited-edition cocktail—a model of the traditional quaint—dropped on New Yr’s Day with a “one hitter,” a single 750-milliliter bottle, and a “sizzling field bundle,” which added a pig-shaped cocktail smoker and a “dime bag” of smoking chips.
The preliminary run bought out in 4 days, and WhistlePig has determined to launch one other batch, probably accessible by subsequent week, in accordance with Eliza McClure, vp of selling, who stated execs have been “blown away” by the response.
“It’s the quickest sellout we’ve had” for a Dry January stunt, she stated. “And there was a whole lot of demand for our earlier restricted editions.”
WhistlePig’s new product, although co-opting hashish slang and imagery, accommodates no THC, is non-psychoactive and is totally authorized nationwide. Its cheeky packaging borrows closely from Reefer Insanity, that includes a classic model of brand name mascot Winston the pig, who could be smoking a blunt, or it could possibly be a cigar—it’s open to interpretation.
Cali sober
The model is focusing on followers who’re drawn to the craft origins of its flagship whiskeys, with the limited-run NA product reflecting its small-batch method and nodding to curated weed strains, McClure stated. The terpenes for the quaint cocktail, created with associate Satori Premium Hashish, come from hashish cultivated in whiskey barrels.
The booze-free quaint may additionally enchantment to the Cali sober, a time period for many who swap out booze for weed, which McClure cited as a consider creating the actual mix. She famous a 2023 report from CivicScience that discovered 21% of Dry January members changed alcohol with hashish, a quantity that jumped to 34% for the 21- to 24-year-old demo.
The combination of weed and drinks is changing into extra mainstream, through bespoke invite-only eating experiences and media publicity like TV cooking exhibits.
“We’ve seen within the bar area that mixologists are enjoying with terpenes and derivatives,” McClure informed Adweek. “And we all know how a lot curiosity there’s in hashish” as legalization continues to unfold throughout the nation.