Blackened American Whiskey

Created by Metallica and late Master Dave Pickerell, BLACKENED American Whiskey is a blend of the finest North American bourbons and ryes. Through the BLACK NOISE™ sonic-enhancement process, the whiskey is finished in black brandy casks to the low hertz frequencies of Metallica’s music.

  • Public Relations
  • Influencer Marketing
  • Digital Marketing

Case Study: BLACKENED x Willett Kentucky Straight Rye Whiskey

Just like a Metallica performance, BLACKENED asked RHC to go full-out to launch its “Masters of Whiskey Series” and its debut expression, the BLACKENED x Willett Kentucky Straight Rye Whiskey Finished in Madeira Casks. Marking the brand’s first-ever rye expression, RHC employed a multi-media approach spanning national, regional, and local media and social media and influencers. The team coordinated sample mailings to top-tier journalists and influencers for exclusive previews ahead of the launch and conducted broad media outreach on the official day of the release. The team then continued facilitating tastings, both in-person and virtually, in addition to facilitating interviews and submitting the whiskey for relevant awards and recognitions.


RHC secured 421 placements, including social media posts, podcast interviews, print, and online articles, amassing more than 153 million impressions.