It started with a misspelling on a whiteboard. When Cody Detwiler’s business partner accidentally wrote “alcolo” instead of “alcohol” during a team meeting, most would have reached for the eraser. Instead, the YouTube star known as WhistlinDiesel saw something different: the perfect name for a beverage brand that would capture the wild spirit of his content empire. That moment of serendipity has now evolved into an intriguing creator-led product launch, demonstrating the unprecedented power of digital influence in traditional retail markets.
The automotive content creator, known for his over-the-top vehicle stunts and irreverent humor, has launched Alcolo, a ready-to-drink alcohol beverage that’s already secured partnerships with retail giants Walmart, Circle K, and Albertsons – an unusual feat for a newcomer. But then again, nothing about this launch has been conventional.
This organic approach to brand building typifies Detwiler’s entire business philosophy. “People can tell when a brand is forced these days and are in it for the cash grab,” he explains. “Which couldn’t be farther from why we’ve committed ourselves to a challenging industry and overall venture to undertake.”
For Detwiler, Alcolo represents more than just a business expansion – it’s about creating a lasting legacy. “We were brainstorming ideas for a way to branch out from YouTube, in 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 work to building a multi-brand empire hasn’t been without its challenges. “I came from nothing with no background in business or any experience at all. I did construction with my dad when I was younger, so it’s been quite the learning curve with the incredible team I have alongside CAA and my business partner,” Detwiler shares.
Despite now managing three successful brands – WhistlinDiesel, MonsterMax, and Alcolo – Detwiler remains focused on sustainable growth. “I think that successful brands stay linear, they focus on what’s important and they don’t branch off from that,” he says, though he hints at possible flavor expansions for Alcolo once the core product is established.
What sets this launch apart in the crowded celebrity spirits space 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 that you’re never going to forget” – aligns naturally with the beverage category.
The launch strategy has leveraged the intense loyalty of WhistlinDiesel’s fanbase, proven through what his agent Chris Wittine at CAA describes as “eight-figure video views, sold-out merchandise drops, and thousands showing up for car rallies.” Recent promotional events in Idaho and Montana drew crowds of 2,000-4,000 people each, with minimal marketing push – a testament to the community’s engagement.
Andrew Graham, another key figure at CAA in the Alcolo launch, emphasizes how the team has crafted unique promotional moments: “From wrapping Cody’s tank in the bold Alcolo red + white for a fan meetup in downtown Nashville, to organizing truck rallies in Walmart parking lots across the country, to this over-the-top ‘CEO of Destruction’ style launch video, every step has been designed to capture attention and build 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 built online. Our partners at NOCA have done a fantastic job conveying that narrative to retailers, showcasing the incredible reach, influence, and passion of Cody’s audience.”
The success of Alcolo may signal a shift 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 demonstrating that the path to building a successful beverage brand might look very different in 2024 and beyond.
