In partnership with WhistlePig master distiller Dave Pickerell, Metallica is now introducing Blackened American Whiskey. This new whiskey product is a blend of bourbons, ryes and whiskeys from across North America and it is a standout due to the fact that it was housed in black brandy barrels that were "inundated with low hertz sound waves." As a result, the intensity of treating the spirit in this way actually caused a unique molecular interaction and an enhanced finish.
Metallica describes that "it just so happens that the low-frequency range needed for Dave’s vision was the range you hear in our music and the process of sonic-enhancement we call 'Black Noise' was born." Due to this, the unique playlists created for the project had an impact on the flavor of the finished whiskey.
Naturally, each Blackened American Whiskey comes with a playlist that can be found on either Spotify or Apple Music.
Sonically Enhanced American Whiskeys
Metallica Launched a "Sonic-Aged" Blackened American Whiskey
Trend Themes
1. Sonic-aged Spirits - As music and spirits merge, there is an opportunity for further experimentation with different sounds to bring unique molecular and taste profile enhancements.
2. Branded Playlists - More brands will leverage music to enhance their products and offer branded playlists to appeal to their customers and help define their brand identity.
3. Collaborative Products - Collaborations between musicians and distillers will create opportunities for unique and limited edition products that appeal to a wider, more diverse audience.
Industry Implications
1. Beverage - Distillers and brewers will experiment with sonic-aging techniques and create new products with enhanced flavor profiles.
2. Music - Musicians and brands will collaborate to offer branded playlists, merchandise, and limited edition products that enhance the customer experience.
3. Marketing - Marketing firms will explore ways to use music and sound to enhance brand experiences and create unique, attention-grabbing campaigns.