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We don’t follow rules and they don’t

Stillhouse continues to defy industr which has lead to our exponential gr

In 2018, we expanded distribution n retailers and unveiled our award-winnin to ever be rested and mellowed in ro In addition to this game-changing in country with our partner Gerald “G headlining tours. G's genuine love o in his music, or through the support of the reach and create endless opport

From inception, it was always the plan t platform in the spirits industry – fro stay the course, we have paved our o

We’ve set out to break through the m dynamic and undeniably different, a those that embody the Unbreakable S push those boundaries by breaking i with the debut of Stillhouse Classic

We look forward to another unbreak Be Well,

Brad Beckerman Founder & CEO


t like that.

ry norms from liquid to package rowth in just under three years.

nationwide into America’s Finest ng Black Bourbon, the first bourbon oasted small batch coffee beans. nnovation, we traveled across the -Eazy� Gillum on two successful of Stillhouse, whether on the road, an account, has helped broaden tunities for the brand.

to create a unique and differentiated om the inside, out. Where others own path.

monotony, to create something an iconic and trusted brand, for Spirit. In 2019 we will continue to into the biggest spirits category Vodka.

kable year.


AWA R D -W INNING

A MERICAN WHISK EY

UNBREAK ABLE SPIRIT


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BLACK BOURBON

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MARCH

THE SPIRIT OF DEFIANCE LIVES ON: AWARD-WINNING STILLHOUSE SPIRITS CO. SHATTERS INDUSTRY NORMS WITH STILLHOUSE BLACK BOURBON Disruptive Spirits Brand to Debut Another Game-Changing Offering with Bourbon Rested & Mellowed in Roasted Small Batch Coffee Beans in March LOS ANGELES, CA (March 1, 2018) - There’s a spirit that courses through the veins of those destined to be different. A spirit of defiance that comes from staying true to oneself and going freely where others can’t or won’t go. Today, Stillhouse Spirits Co., renowned for its unbreakable stainless steel can and award-winning whiskey, announces their first release of Stillhouse Black Bourbon - the first ever bourbon rested and mellowed in roasted small batch coffee beans, due to hit shelves later this month. Unbreakable. Unmistakable. Undeniably different. That same spirit lives within Stillhouse Black Bourbon - a masterful blend of corn, rye, barley & limestone water, distilled to perfection, barreled in charred new American Oak barrels before being charcoal filtered, then rested & mellowed in roasted small batch coffee beans. The combination of the bold coffee beans and richness of the charred barrels results in soft aromatic notes of caramel and coffee, with a distinctly balanced body and a remarkably smooth finish. “We’ve spent the past few years crafting Stillhouse Black Bourbon to perfection, working to bring our signature unique spin to a very traditional product. Our aim was to produce a world-class bourbon, and we’ve certainly achieved that. We pride ourselves on being uniquely different and with Stillhouse Black Bourbon we continue to redefine the industry and define a lifestyle- one that shatters stereotypes and doesn’t live by rules” says Brad Beckerman, Founder & CEO of Stillhouse Spirits Co. “Authenticity is everything to me and I’m proud to have been so heavily involved in the development of Stillhouse Black Bourbon” says G-Eazy, the multi-platinum rapper and producer who is Investing Partner and the Co-Creative Director of Stillhouse Spirits Co., and just kicked-off his international ‘The Beautiful & Damned’ tour. “Working closely with Brad and the Stillhouse team has been such a dope experience, and as a whiskey enthusiast I’m excited to introduce Stillhouse Black Bourbon. If there’s one thing I love as much as bourbon it’s coffee, and I can confidently say that our bourbon is unlike anything else on the planet, we have reinvented the idea of what bourbon should be and I can’t wait for all of my fellow bourbon drinkers to experience it.”

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Stillhouse Black Bourbon (80 proof / 40% ABV) joins Stillhouse’s diverse clear whiskey portfolio of all-natural, gluten-free expressions that includes Original (80 proof / 40% ABV) Apple Crisp, Peach Tea, Coconut, Mint Chip, Red Hot and limited release Spiced Cherry (69 proof / 34.5% ABV). Continuing to go against the grain, Stillhouse Black Bourbon is encased in a matte black can fitted with a heavy duty solid steel cap, putting a new spin on Stillhouse’s one-of-a-kind packaging. With its debut this month, limited quantities of Stillhouse Black Bourbon 750mL cans will be available in all markets that distribute Stillhouse. Stillhouse Black Bourbon is now also available for pre-sale online at ReserveBar.com*. Stillhouse Black Bourbon will be available in the 375mL “Roadie”, a pocket-sized flask perfect for traveling on-the-go, by summer 2018. Suggested MSRP is $29.95 for Stillhouse Black Bourbon’s shareable 750mL can and $19.95 for Stillhouse Black Bourbon’s 375mL can. *Availability varies according to market

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Spring means less clothes, more cold drinks and, now, even more cannabis. Whether it be by the pool or in the comfort of your (hopefully) airconditioned abode, Playboy would like to help you celebrate the rising temperatures with Stillhouse-curated cocktails mixed with a little more delight. The whiskey brand’s resident mixologist, Ryan Fleming, combined his love of Stillhouse’s new Black Bourbon with our ever-growing affection for high times. Yes, we’re teaching you how to infuse THC with alcohol all by yourself, but please, don’t indulge until after the flammable process is complete. And remember, consuming cannabis can take up to an hour to kick in, so consume sensibly.

The Infusion Process Ingredients • 750 Ml Stillhouse Black Bourbon • 7 grams of Cannabis Flower • A grinder • A hot plate or electric stove • Microwave or oven • Cheesecloth Thermometer • Double boiler • Mason Jar


What is Decarbing or Decarboxylation? It’s complicated. Tetrahydrocannabinolic acid (THCA), also known as THC, is found in raw buds for smoking and generally one of the highest cannabinoids (compounds) present in our market cannabis. THCA has a load of benefits including anti-flammation, but it’s not what gives you that high-flying feeling, so it has to be converted in to (Tetrahydrocannabinol) THC—the compound that does get you high— before it will give the psychoactive effects we want in our Stillhouse cocktails. To properly decarb your flower, evenly heat, but avoid burning, the flower. This can be done in an oven or a microwave. Prepare Decarb by way of microwave or oven: In the microwave: Be sure to place the cannabis in the microwave with a lid. Microwave on high for 90 seconds. Rotate the cannabis. Repeat three times. In the oven: Preheat the oven to 240 degrees Fahrenheit. Place the cannabis in a single layer on either a pyrex tray or sheet of foil. Cover the cannabis tightly. Bake for 20 minutes. Grind up your decarbed herbs into a mason jar and add bourbon (The ratio between cannabis and whiskey is dependent on what potency level you want to achieve. Fleming suggests 7 grams per 750 ML of Stillhouse Black bourbon.). Place the mason jar on top of the double boiler. Fill the bottom and top pans with water to cover the mason jar approximately half way (Do not allow direct heat and do not cover the mason jar to avoid hazardous pressure). Remember, no open flames and make sure the room is well-ventilated. Simmer lightly at around 160 degrees F for 30 to 60 minutes, depending on how concentrated you would like your infusion. Make sure your alcohol does not reach 170 degrees F (because then it will flame). Let the mixture cool and strain it through a fine mesh strainer lined with a cheesecloth. Then return it back to the 750 ML bottle along with the remaining alcohol. If you’d prefer to not use the boiler, there is another method that requires way less concentration, but way more patience. Simply choose your ratio (again, Fleming suggests 7 grams per 750 ML alcohol) and mix it in a mason jar, lid on. Put the mason jar in front of a sunny window and let the jar sit for, at least, 30 days. When time is up, strain your mixture through a cheesecloth-lined fine mesh strainer.

Green Derby • 1 oz Stillhouse infused Black Bourbon • .5 oz fresh lemon juice • 1 oz fresh grapefruit juice • .5 oz honey syrup (equal parts honey and water) Shake with ice. Pour over fresh ice in a Collins or 12 oz glass. Top with soda water and garnish with a slice of fresh grapefruit. Lazy Day • 1 oz Stillhouse infused Black Bourbon • 1 oz Carpano Antica (or similar Sweet Vermouth) • 1 oz Campari 2-3 dashes of Angostura bitters Stir in a mixing glass with ice and then strain over fresh ice or up depending on your preference. If served without ice, a coupe or similar glass is preferable. If served on the rocks a classic old fashioned glass is ideal. Garnish with a twist of orange peel. Fresh Start • 1 oz Stillhouse infused Black Bourbon • Fresh mint • 1 oz fresh lime juice • 1 oz simple syrup (equal parts water and sugar) In a Collins or other 12 oz glass, combine fresh mint, lime juice, simple syrup and the infused bourbon. Muddle the ingredients. Add fresh ice. Top off with soda water. Garnish with a fresh mint sprig. CB-Tea • 2 oz Stillhouse Peach Tea Whiskey • Fresh Mint 10-15 • Drops of high grade • CBD oil • Fresh Lemonade In a Collins or other 12 oz glass, combine mint with Stillhouse Peach Tea and muddle. Add the cbd oil (a substance legal throughout the country), fresh ice and top off with lemonade. Garnish with a fresh mint sprig.


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Partners in Crime Halsey and G-Eazy looked to be ready for summer while attending the Playboy Social Club Pool Party in Palm Springs on Saturday, April 14. Guests at the Coachella event, including Teyana Taylor, were treated to a bar provided by Stillhouse, a spirits brand that the “Me, Myself & I” rapper is the co-creative director of. 116

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PMOY 2018 Nina PMOY 2018 Nina Daniele and G-Eazy Stillhouse Spirits Co. Partner and Co-Creative Director attend the Pool Party at Playboy Social Club on April 14, 2018 in Palm Springs, California. AS SEEN IN...

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K APL AN T WINS @ STILLHOUSE X PL AYBOY COACHELL A PART Y


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Of all the holidays out there, little needs to be said about 4/20. If you’re curious about the history of the day, you can read about that here, but for most of you out there, you’re either high already or getting ready to relax for a bit (as long as it’s legal to do so in your state). Regardless of where you are in the process, you might be thinking,“Gee, I wish I could have my pot and drink it, too.” Well, you can. APRIL

Below, you’ll find a recipe for cannabis-infused bourbon as well as four cocktail recipes — including a legal CBD (cannabis oil) oil mix — from the folks at Los Angeles-based distillery Stillhouse Spirits that’ll ensure that every facet of you as a person is calm and feeling good by the end of the day. Never infused liquor with marijuana before? Don’t worry. We’ve got all of the steps for that right here (again, courtesy of Stillhouse —they’re watching out for you). If you’ve done it before, feel free to scroll to the bottom and get mixing!

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Over the weekend, beloved actor and comedian Bill Murray enjoyed shots of Stillhouse in-between holes at his Murray Bros. Caddyshack® Charity Golf Tournament at World Golf Village in St. Augustine, Florida. AS SEEN IN...

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If asked to name a popular alcohol trend as part of a “Family Feud” survey, it is more than likely that Steve Harvey would announce that American whiskey is No. 1 on the leaderboard. The spirit’s segment’s dollar and case sales document steady growth in year-over-year comparisons. For example, the Washington, D.C.-based Distilled Spirits Council reported that in 2017, American whiskey sales were up 8.1 percent, or $252 million, to $3.4 billion. This growth can be credited to the number of super-premium and ultra-premium brands that have proliferated the market. However, achieving success in a crowded market is a task that goes beyond producing a quality product, and is one that Stillhouse Spirits Co., Los Angeles, has been able to achieve. “The American whiskey market is on fire and that isn’t slowing down anytime soon,” says Brad Beckerman, founder and chief executive officer of Stillhouse. “There has been and continues to be major investment within the category. There is a global demand for American whiskey, which we’re happy to be part of.” Beckerman’s inspiration to launch Stillhouse didn’t come from wanting to create another “me too” product. Instead he decided to break the mold of what consumers thought they knew about American whiskey. “From the inception in 2016, I set out to do something to break through the monotony,” he explains. “I wanted to create something dynamic and undeniably different, something that could be iconic; a company that felt established, that felt trusted and that was born in the USA. This is only the beginning. Stillhouse is not just an ‘Unbreakable Spirit,’ it’s a lifestyle.” Part of what breaks Stillhouse away from traditional American whiskey is its packaging format. Although many brands opt for glass bottles, Stillhouse turned to stainless steel for its packaging inspiration. “We recognized there was a tremendous opportunity to create something out of the box that had never been done before in the spirits business,” Beckerman says. “Stillhouse, America’s Finest Spirits, are encased in a one-of-a-kind unbreakable stainless steel can. We go where glass can’t—everywhere. While most try to fit in, we stand out.” Approachable entrants For many years, the American whiskey segment was synonymous with straight whiskey, barrel-age varieties. But as consumers get more adventurous, flavor options have resonated within the segment. Stillhouse is at the forefront of that trend. “There’s no question that flavored whiskeys are helping to push the American spirits market; it’s attracting new customers, especially entry point consumers and women,” Beckerman explains. “It’s broadening the appeal to drinkers who tend to stay away from traditional whiskey and has become a gateway whiskey because of its approachability.” At its inception, Stillhouse launched its line with six varieties: Original, Apple Crisp, Peach Tea, Coconut, Red Hot and Mint Chip. The decision to launch flavored whiskeys with its Original was a strategy that the company had decided to execute from the get-go. “It was always the plan to launch Original and the flavors together,” Beckerman says. “Getting people to try something new is challenging; however, by offering a variety of flavors along with our award-winning Original Whiskey, the appeal widens.” Although Original, Apple Crisp and Peach Tea are some of the brand’s topsellers, Beckerman notes that the full lineup sells well and offers something for each taste profile. “Apple Crisp and Peach Tea are perhaps more approachable flavors while Coconut and Mint Chip are both uniquely delicious as well,” he says. “All of our varieties are clear, all-natural and gluten-free each with a smooth finish. You can drink it as a shot, on the rocks or [in] a cocktail — they all taste great.” In fact, Mint Chip is a favorite of American rapper and producer Gerald “G-Eazy” Gillum, who also is an investing partner and co-creative director for Stillhouse. “I love all the flavors,” Gillum says. “Mint Chip is my favorite, it’s incredible. I’ve never had anything like it so I was not surprised with the super positive response from fans.” Gillum’s involvement with the brand is what Beckerman touts as a serendipitous encounter. “I was introduced to G-Eazy through my friend and music legend Gee Roberson, who also happens to be one of his managers,” he says. “When G and I first met, we bonded over so much ... sushi, Johnny Cash and whiskey. “We just

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vibed, it was an instant connection,” Beckerman continues. “He’s authentic, charismatic and insightful. The energy that he brings to the table is infectious and he complements Stillhouse like no other.” Gillum also highlights the genuine connection with Beckerman and the brand. “I’ve always been an entrepreneur and I’m also a whiskey drinker, so I felt it was natural [to] eventually got involved in this world as there’s so much potential within the space,” he explains. “The biggest thing is that people can tell if it’s authentic, and Stillhouse just fit with my own personal brand and vibe. So yeah, we met at dinner, there was a synergy and a connection; I knew I had to be a part of it and haven’t looked back.” The official announcement of Gillum’s professional relationship with Stillhouse is near its one-year anniversary, and Beckerman notes that the initial year has been a relationship of platinum proportions. “G’s impact has been phenomenal,” Beckerman explains. “He has lived up to his personal commitment and then some; I couldn’t have asked for a better partner. Our goals from the beginning were to elevate and leverage our brands together. Stillhouse goes perfectly within G’s lifestyle on and off stage. This has been amplified by the success of his current album The Beautiful & Damned featuring smash hits ‘Him & I’ with Halsey and ‘No Limit’ with Cardi B & A$AP Rocky, both of which have gone platinum.” Winning announcement

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Given Stillhouse’s expertise when it comes to flavors, the company was eager to introduce Stillhouse Spiced Cherry as a limited release in 2017. “We had been developing Spiced Cherry since we launched and it was always a team favorite,” Beckerman says.” It was just about timing but we knew we had an ace in the hole. We love the idea of limited-time offers to gauge people’s interest and felt that debuting Spiced Cherry as a limited release around the holiday season was the perfect opportunity.” The new product was a hit in stores and with the readers of Beverage Industry. Initially, the limited-release whiskey won Beverage Industry’s Readers’ Choice: New Product of the Month poll for the month of November. It then was entered in the magazine’s Readers’ Choice: New Product of the Year poll, which featured the monthly winners throughout 2017. With 44 percent of the vote, Stillhouse Spiced Cherry was the clear winner of the yearly poll. “It turned out to be a smash hit,” Beckerman says. “We were so pleased with consumers’ response. It was incredible — we sold out of our entire release in the first few weeks. It also felt really good when we won Beverage Industry’s Readers’ Choice New Product of The Year Poll … What an honor. It validated our own feelings about Spiced Cherry.” Those feelings prompted the brand to bring Stillhouse Spiced Cherry back to consumers, but this time as a permanent addition. “When we found out that [Spiced Cherry] was voted as your best New Product of the Year, Brad and I connected and within minutes it was decided [that] we’re giving fans what they want and bringing Spiced Cherry into the family, permanently,” Gillum says. Yet, the return of Stillhouse Spiced Cherry is not the only addition to the American spirit brand’s portfolio. Most recently, it released its first bourbon variety: Stillhouse Black Bourbon. “I can confidently say that our bourbon is unlike anything else on the planet,” Gillum says. “Whiskey and music have a long-standing relationship—they go together well. To celebrate the debut of Stillhouse Black Bourbon, we released ‘My Next Fix,’ an exclusive song download that you get with every can. The track has this vibe and energy— similar to the feeling I get when sipping on Stillhouse Black Bourbon. It’s smooth, dark, different and unexpected.” Beckerman notes that “everything from the inside out” helps Stillhouse Black Bourbon not only stand out from the other whiskeys in the market, but even the Stillhouse lineup. “We’ve taken our iconic stainless steel can, customized it in matte black and fitted it with a heavy duty solid steel cap,” he explains. “Stillhouse Black Bourbon breaks free from convention. It’s rested and mellowed in small-batch roasted coffee beans. The combination of the bold coffee beans and richness of the charred barrels results in soft aromatic notes of caramel and coffee, with a distinctly balanced body and a remarkably smooth finish. It’s a game-changing industry first.” Lineup expansion is not the only growth that Stillhouse has on tap for 2018. Currently available in 35 states in America’s finest on- and off-premise outlets, Stillhouse is looking to expand its footprint in 2018. “2017 was a stellar year for us — both our sales and market distribution doubled,” Beckerman says. “By the end of this year, we will be in all major markets across the USA and will continue to expand our footprint with duty-free, military and cruise line distribution. We are constantly being requested internationally and it’s something we are seriously considering.” Given Stillhouse’s success in the past year as well as plans going forward, Gillum and Beckerman each are prepared for another adventurous year. “There’s so much in the pipeline,” Gillum says. “Keep an eye on us for sure.” Beckerman adds: “In 2016, we introduced Stillhouse Whiskey; in 2018, Stillhouse Black Bourbon and in 2019, well, we aren’t slowing down, that’s for sure.”


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G - E A Z Y, BR AD BECKERMAN & ADAM RICHMAN ON ENDLESS SUMMER TOUR


AUGUST

Rapper G-Eazy stopped by Chicago for his Endless Summer Tour! Krista Green takes a behind-the-scenes look at G’s biggest tour yet. 18 4

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WILD POSTINGS IN LOS ANGELES, SAN FR ANCISCO, OAKL AND, DALL AS, CHICAGO & SOUTH FLORIDA


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Hip-hop superstar G-Eazy talked about his Endless Summer Tour and his spirits brand Stillhouse G-Eazy chatted with WCL’s Ryan Chiaverini about his meteoric rise to fame and his tour. He was joined by his business partner Brad Beckerman, the founder and CEO of Stillhouse. G-Eazy is partner and co-creative director of the spirits brand. BLACK CHERRY BOMB 2oz. Stillhouse Black Bourbon 1oz. Stillhouse Spiced Cherry Whiskey 2-3 Dashes of Bitters Orange peel and filthy black cherry Build in a glass, pour the bourbon and spiced cherry in a glass, add the angostura bitters, add ice, stir for 10-15 seconds, garnish with an orange peel and expel the oils and add the cherry. ENDLESS SUMMER MULE (Official cocktail of the Endless Summer Tour) 2 ounces Stillhouse Black Bourbon 4 ounces ginger beer Squeeze of lime AUGUST

Add all ingredients into a collins glass, serve over ice. Garnish with lime wedge SPIKED CHERRY 2 ounces Stillhouse Spiced Cherry Whiskey 4 ounces Cola Build in a collins glass and garnish with a cherry.

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Halsey and G-Eazy eat wings at an event for Stillhouse whiskey at Quaker Steak & Lube in Clearwater, Florida, on Sept. 6, 2018. AS SEEN IN...

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NYJAH HUSTON ENJOYING STILLHOUSE @ HIS 24TH BIRTHDAY


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@ g _ eaz y | 28 6K+ LIKES


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@STILLHOUSEUSA HITS

50K+ FOL LOW E R S DECEMBER 2018


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Stillhouse Press Book: 2018  

Stillhouse Press Book: 2018  

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