Bourbon & Bass
When musicians get into a business outside of making music, the results are usually mixed. Passion, though, can go a long way. There's little doubt, for example, that Willie Nelson's cannabis company, Willie's Reserve
, provides a quality product. Bob Dylan's iron gates, too, are quite striking
(if not overpriced, presumably). So it's not surprising that Metallica's new whiskey brand, Blackened
, is quite well reviewed. Though artist liquor labels have long been successful (hello, Ciroc) what's interesting about Blackened is that they blast the whiskey barrels with super loud Metallica music... and it actually changes the taste
of the whiskey. They spent a few months in a lab figuring out what was going on, though marketers realized much quicker. "You can taste the music," was just too easy.