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As a distiller of high-proof rye whiskey that’s been methodically aged six years, WhistlePig is an unlikely player in the booze-free booze space.
But the young challenger brand has launched its first-ever Dry January program with a pair of non-alcoholic whiskeys, one infused with CBD, in an experiment that’s already taken off with consumers.
WhistlePig spent about a year developing its two limited-edition products, PiggyBack Devil’s Half Send and Devil’s Slide, with the first batch of 1,000 bottles selling out within 24 hours.
The brand, based on a 500-acre farm in Vermont, plans to drop a second round of de-alcoholized whiskeys today.