Cody Detwiler
It started with a spelling mistake 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 rubber. 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 calm 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 amazing vehicle 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 release has been conventional.
This organic approach to brand building typifies Detwiler’s entire business philosophy. “People can tell when a brand is under pressure these days and they’re in it to grab the money,” he explains. “Which couldn’t be further from why we’re committed to a challenging industry and an overall venture to undertake.”
For Detwiler, Alcolo represents more than just a business expansion – it’s about creating a lasting legacy. “We were brainstorming a way to get out of 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 work to building a multi-brand empire has not been without its challenges. “I came from nothing with no business experience or any experience at all. I did construction with my dad when I was younger, so it’s been quite a learning curve with the incredible team I have together with CAA and my partner of business,” shares Detwiler. .
Despite now managing three successful brands – WhistlinDiesel, MonsterMax and Alcolo – Detwiler remains focused on sustainable growth. “I think successful brands stay linear, they focus on what’s important and don’t branch out from that,” he says, though he hints at possible flavor expansions for Alcolo once the core product is created.
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’ll never forget”—is a natural fit for the beverage 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, falling merchandise and thousands showing up at car rallies.” Recent promotional events in Idaho and Montana drew crowds of 2,000-4,000 each, with minimal marketing push – a testament to community engagement.
Andrew Graham, another key figure at CAA 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 staging truck rallies in Walmart parking lots across the country, in this CEO of Destruction-style launch 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 built online. Our partners at NOCA have done a fantastic job of conveying that narrative to retailers, showcasing the reach, Cody’s incredible audience impact and passion.”
Alcolo’s success could 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 on-the-ground engagement, WhistlinDiesel is demonstrating that the path to building a successful drinks brand can look very different in 2024 and further.