New whisky brand 808 launches in the UK

8O8, a new global whisky brand from music producer and DJ TommyD and businessman Paul Pullinger, aims to revolutionise the whisky industry and encourage a whole new generation of whisky drinkers to engage with the category.

Named after the famous Roland TR-808 Drum Machine, TommyD and Paul have assembled a team of industry icons, including Warner Music UK chairman and CEO Max Lousada, alongside whisky luminary Jonathan Driver and ex-Red Bull chief Harry Drnec. Having already soft launched in late 2015 and boasting house pour status in the likes of Fabric, Ministry of Sound and The Warehouse Project, 8O8 Whisky is set to be released to the consumer market this month.

Blended at North British distillery, Edinburgh’s last working distillery and one of the largest and oldest grain whisky producers in Scotland, the 8O8 team have created a whisky that works both as a smooth and delicious neat serve while retaining a subtleness and versatility that makes it perfect for mixing in cocktails and club serves. The end result is a light, subtle, smooth tasting blend, which allows its flavour to shine, whilst maintaining an irresistible back-beat and warmth when mixed.

Jonathan says: “8O8 whisky is unlike anything else in the market. The development of the liquid was the result of a fusion between a clear desire to make a beautiful, mixable and delicious whisky but one that resonated with the musical environment in which it would be found. We weren’t just making a sensational whisky, we were creating an entirely new conversation with a new generation of whisky drinkers.”

Tommy's next step was to recruite illustrious bartender Ryan Chetiyawardana, aka Mr Ryan Lyan, to help the team create a series of cocktails, that when mixed, perfectly compliment the subtle flavours within 8O8.

“8O8 is for young and open-minded men and women. There are no rules. Drink it neat or ice cold, it’s your choice. It’s the soundtrack to the perfect party…the drink for a perfect night. In other words; it’s whisky, remixed.”

8 March 2016 - Felicity Murray The Drinks Report, editor