Motörhead

An age-old marketing trend has been the use of celebrities to promote brands and it has exploded in the whisky industry over the past couple of years. Before the surge, however, Swedish distillery Mackmyra partnered with English rock band Motörhead to help celebrate the group’s 40th anniversary in 2015. The band actively worked with the distillery to choose the barrels and blends, all aged at least five years. Drummer Mikkey Dee said “We think it’s great fun to launch a whisky in collaboration with a Swedish, world-famous distillery, Mackmyra. The whisky is incredibly good, with full character and fully flavoured with a superb bourbon touch” Motörhead’s front man Lemmy Kilminster was even more succinct: “Life is less painful with Motörhead Whisky. I may consider having a sip now and then.”