Cody Detwiler
It started with a spelling mistake on a table. When his business partner Cody Detwiler accidentally wrote “alcolo” instead of “alcohol” during a team meeting, most people would have reached for the eraser. Instead, the YouTube star known as WhistlinDiesel saw something different: the perfect name for a drinks brand that would capture the wild spirit of his content empire. This moment of calm has now evolved into an exciting launch of products by creators, demonstrating the unprecedented power of digital influence on traditional retail markets.
The automotive content creator, known for its over-the-top stunts and irreverent humor, has launched Alcolo, a ready-to-drink alcoholic beverage that has already secured partnerships with retail giants Walmart, Circle K and Albertsons – an unusual feat for a newcomer . But again, nothing about this launch was conventional.
This organic approach to branding characterizes Detwiler’s entire business philosophy. “People can tell when a brand is under pressure these days and they’re in it for the cash grab,” he explains. “Which could not be further from why we are committed to a challenging industry and an overall undertaking to undertake.”
For Detwiler, Alcolo represents more than just expanding the business – it’s about creating a lasting legacy. “We were brainstorming a way to branch out from YouTube, a way to develop a legendary, iconic brand that would be passed down from generation to generation, as opposed to something more temporary and disposable,” he explains.
The creator’s journey from construction jobs to building a multi-brand empire was not without its challenges. “I came from nothing with no business background or experience at all. I did construction with my dad when I was younger, so it’s been a really good learning curve with the incredible team I have with CAA and my business partner,” he shares Detwiler. .
Despite managing three successful brands – WhistlinDiesel, MonsterMax and Alcolo – Detwiler remains focused on sustainable development. “I think successful brands stay linear, focus on what’s important and don’t branch out from that,” he says, though he hints at possible flavor extensions for Alcolo once the core product is established.
What sets this launch apart in the crowded space of celebrity spirits is the authentic connection between creator and product. Detwiler’s approach to content creation – which he describes as embodying “either having fun or doing something you’re never going to forget” – naturally aligns with the drinks category.
The launch strategy has capitalized on the intense loyalty of WhistlinDiesel’s fan base, evidenced by what his agent Chris Wittine at CAA describes as “eight-figure video views, sold-out merchandise sales and thousands of car rally appearances.” Recent promotional events in Idaho and Montana drew crowds of 2,000-4,000 each, with minimal marketing push – a testament to the community’s commitment.
Andrew Graham, another CAA key player in the Alcolo launch, highlights how the team has created unique promotional moments: “From wrapping Cody’s tank in bold Alcolo red + white for a fan meeting in downtown Nashville, to organizing a truck rally in the Walmart parking lot In many across the country, in this top-of-the-line ‘CEO of Destruction’ style startup video, every step is designed to grab attention and create excitement.”
This grassroots approach has caught the attention of major retailers. As Graham notes, “Retailers understand that sales channels are evolving and today’s stars are being made online. Our partners at NOCA have done a fantastic job of bringing this narrative to retailers, demonstrating its incredible reach, influence and passion Cody’s audience.”
Alcolo’s success may signal a change in how new brands can enter established markets. By leveraging the deep connection between digital creators and their communities, combined with strategic retail partnerships and ground-level engagement, WhistlinDiesel is proving that the path to building a successful drinks brand can be very different in 2024 and beyond.
