Distilling a New Spirit From Scratch

A new category for quick distilled whiskey (aka moonshine). We invented the liquid, the recipes, the name and the brand. 

At the time, the spirits category had become too precious about its liquids; with aging times and origin stories overshadowing the essence of the product itself. We created a refined white whiskey that was meant to be messed with. Aged just 18 minutes and ideal for mixing.

White Pike’s brand voice and identity came from a desire to speak to the history and swagger of the whiskey world without getting bogged down by its tomes. Much like the liquid itself, the brand was designed to be young and clear with an identity that felt authentic and real to its distilling process. This progressiveness carried over to its launch campaign, which spoke to the clear properties of the liquid as well as the rebellious attitude in the market.

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