DJ Pete Tong is promoting a hip new 808 Whisky
Drumroll please….Introducing the 808 Whisky.
Nothing says whisky more than a drum machine. Forget what you ever thought you knew about the esteemed gentleman’s drink.
Forget about sipping it slowly on a few rocks at most, a team of entrepreneurs are trying to crowd fund an investment for a TR-808- inspired Scotch, 808 Whisky.
The company, which includes BBC Radio 1 DJ Pete Tong among its advisory board is trying to raise 300 000 Pounds to build its business.
The idea behind this 808 Whisky is to revamp the age-old whisky and make it appealing to the “funky, sexy world of nightclubbing and music,” as company co-founder and DJ Tommy Danvers writes.
21 st Century Scotch.
The 808 Whisky is a drink with “all the heritage, depth, and soul of a classic Scotch but shaped for the 21st century and, like its drum machine namesake, with the catalyst to spark a revolution,” the crowdfunding project says.
With regards to what flavour notes the company has this to say: “Like the best dance music it has warmth, bottom end and a definite KICK, the sub-bass of drinks. 808 is whisky but not as you know it. It’s whisky remixed!”
If you are whisky connoisseur or even just someone who appreciates the complex yet simplistic nature of a good Scotch I suggest you not view the 808 Whisky promo reel.
It shows the 808 Whisky being downed like tequila or vodka shots by clubbers and even promotes mixing the whisky with energy drinks such as Monster.
What a monstrosity!
Tong’s argument is that a young audience wouldn’t see themselves as whisky drinkers.
The 808 Whisky provides universal appeal which will open the market for young whiskey drinkers.
Whisky 808 is remixing what we love about whisky and turning it into a hangover.
A few weeks back it was the Adidas TR-808 kicks, now we have whisky. Abusing the brand name much?