Ever the business-minded enterprise, Metallica will further expand into the world of merchandising with a newly introduced bottle of whiskey.
The whiskey, which launches following a big merchandising week for Metallica with the announcement of their new line of watches, has been produced in collaboration with master distiller Dave Pickerell. Its major point of difference is the injection of sound waves into the whiskey formula – it’s more than just your typical beverage.
“‘Blackened’ isn’t just the name of a song on …And Justice For All and now on the bottle; it literally helps to shape the flavour,” wrote Metallica in a statement. “That’s right, the blend of bourbons, ryes, and whiskeys from all across North America, carefully selected by Dave himself, is housed in black brandy barrels and inundated with low hertz sound waves so intense that it actually enhances the molecular interaction and ultimately the finish of the whiskey.”
To infuse the alcohol with Metallica’s earth-shattering sound, the band enlisted the help of Meyer Sound and its subwoofer capable of amplifying low frequency sounds. Pickerell’s sonic-enhancement system dubbed ‘Black Noise’ follows, where the whiskey is pummelled by a carefully curated Metallica playlist. The soundwaves penetrate the barrel, causing the whiskey to pick up additional wood flavour characteristics.
The band’s statement continued to note the significance of the whiskey, and to assure readers the endeavour is something they’re taking seriously.
“We are obviously not just slapping a Metallica label on a pre-existing mediocre whiskey, but have been working on this for the last several years and overseeing every detail from the first idea to your first taste with careful precision. The ultimate goal is to make a whiskey that fits into the Metallica experience and sets itself apart from all the others.”
Next up: see James Hetfield discuss the origins of Carl, the guitar made from the wood of Metallica's old practice garage.