American Metal Whiskey courts motorcycle enthusiasts
The new brand from American Metal Customs co-founder and master metal fabricator Josh Allison has launched with two expressions.
American Metal Whiskey launched with two expressions earlier this month. Allison, who appeared on the reality TV show American Chopper, says the same principle of craftsmanship that he applies to his motorcycles was given to the whiskey.
“It was born from the idea of the shop and the culture of it,” he says. “Not everybody can afford a fancy car or a custom build or a bike, but they can afford a bottle of American Metal Whiskey, which gives it that connected material.”
The flagship expression of American Metal Whiskey is made from Tennessee-sourced barrels and aged for up to five years. It is bottled at 45% ABV and priced at US$50.
The 10-year single barrel is a limited release, distilled in Indiana. It is bottled at 48% ABV and priced at US$214.
The brand also has Kentucky-sourced whiskey that it may use for future releases.
All of its stocks are partially aged in Vermont, and Vermont Spirits’ CEO Randy Carlson serves as COO and president on a team, alongside American Metal Whiskey’s founder other co-founder, Chris Bishop.
“We’re inspired by the wonderful cars and motorcycles that we built at American Metal Customs,” Bishop said, echoing Allison’s notion of connecting honestly with their audience. “That’s very, very important to us: to have an authentic story and foundation.”
Prior to launch, the group took the whiskey to trade shows across the country. At Mama Tried, a motorcycle show in Milwaukee, Allison says they went through 100 bottles.
“The story and connection to the industry gives it that gusto, and so people latch on to it, because they get it,” he said. “It’s about sitting in the garage, looking at your projects, giving homage to the industry.”
American Metal Whiskey is available in its home state of Connecticut and can be purchased online and shipped to 41 states.
In other American whiskey news, earlier this week Diageo-backed incubator Pronghorn invested in New England Barrel Company.