Introduced in: 2024

Ingredients: D.M. Water, ENA, Contains Provide Color & Flavor, Malts Spirits & V.M.S

Story of New Boiling Crowd:

Boiling Crowd, first launched in 2018, marked a bold step in our journey to create a whisky that celebrates togetherness. From the start, it was designed as a premium beverage for those who value the joy of gathering—whether it’s a lively party or a quiet get-together. As part of the Black Short family, Boiling Crowd carried forward our legacy of crafting distinctive spirits, with a flavor profile that stood out and a price point that made it accessible for the everyday consumer.

However, in 2024, after conducting extensive market research and analyzing consumer feedback over the years, we decided it was time to give Boiling Crowd the revamp it deserved. With changing preferences and evolving expectations, we saw an opportunity to reintroduce the brand with a fresh outlook. This upgrade wasn’t just about a new look—it was about redefining the experience altogether.

We redesigned the bottle and label to reflect the energy and essence of a whisky meant for social settings. The new packaging is more dynamic, informative, and visually aligned with modern design sensibilities, while still staying true to the roots of Boiling Crowd. At the same time, we significantly improved the quality of the whisky inside. By collaborating with expert blenders and sourcing refined ingredients, we elevated the taste to a whole new level—smoother, richer, and more memorable.

Our journey involved countless hours of brainstorming, testing, and supplier visits to perfect this evolution. And once the upgraded Boiling Crowd hit the shelves, the response was overwhelming. Consumers and partners alike appreciated the attention to detail, the enhanced flavor, and the striking new presentation. This relaunch reaffirmed our belief in continuous improvement and staying in tune with what our audience truly desires.

We remain thankful to everyone who has been a part of this transformation—our internal team, retail partners, suppliers, and above all, our loyal customers. Your feedback helped shape the new Boiling Crowd into something we are truly proud of.

Motive:

At Black Short, our mission has always been to offer more than just a drink—we aim to craft an experience that stays with our consumers. With Boiling Crowd, launched in 2018 and reimagined in 2024, we continue to honor that commitment.

We don’t believe in settling. Our research and development team constantly seeks ways to refine every detail—from flavor to bottle design—ensuring that each batch matches or surpasses the last in quality and craftsmanship. The relaunch was a result of introspection and innovation. We revisited every fundamental aspect of the brand through the eyes of our consumers, adjusting serving sizes, refining bottle shapes, and tweaking the taste profile to meet and exceed expectations.

Boiling Crowd is a testament to our dedication to progress and our passion for perfection. It’s more than a beverage—it’s a reflection of the values we uphold at Black Short: authenticity, innovation, and an unyielding focus on consumer satisfaction.