Phillips Distilling Co., Princeton, Minn., announced Revel Stoke has introduced a bold new line of flavored whiskies that speaks to today's independent whisky drinker.
New irreverent flavor names Nutcrusher Peanut Butter, Hotbox Cinnamon, SonofaPeach, and Lei'd Roasted Pineapple make up the portfolio. Revel Stoke's unapologetic design is high-energy, personality-driven and tailored to a new segment of independent whisky drinkers seeking to break free from traditional whisky brands, the company says.
“Over time whisky has gotten too serious and boring,” said Peter Olson, senior brand manager for brown spirits at Phillips Distilling Co., in a statement. “Whisky should be about outrageously good times, so we made Revel Stoke for those who live life on their own terms and boldly challenge convention at every turn.”
Starting this Fall Revel Stoke will feature a new tagline "Stoke Your Wild." The brand also will launch the largest integrated marketing campaign in Phillips Distilling Co.'s history, aimed at "Zillennial" men ages 21-34 years old who embrace the freedom to pursue what matters most to them. Out-of-home billboards will run in Minnesota, Wisconsin and Iowa to drive awareness and trial.
Additionally, the campaign will feature a wide array of digital components including social media, influencer partnerships, streaming audio, eCommerce and delivery app promotions and "text to save" offers via PayPal and Venmo.
Olson added, “Flavored whisky as a category is growing exponentially and there already is high early demand for our SonofaPeach, Hardcore Roasted Apple and Shellshocked Roasted Pecan flavors. We're thrilled to bring a never-before-seen-energy to the category and inspire a new set of drinkers to stoke their wild in an entirely new world of whisky.”