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# Mother's Own Whiskey
- URL: https://www.protein.xyz/mother-s-own-whiskey/
- Published: 2012-09-19T19:14:00.000Z
- Updated: 2016-06-16T05:23:57.000Z
- Description: An NYC ad agency crosses the line.
- Author: Protein
- Tags: Seeds, Food & Drink, #protein, #Import 2024-06-11 13:15

![](https://storage.ghost.io/c/fc/71/fc716215-5729-441a-bd07-e2b50bc413b1/content/images/S3/protein/3797/60d349b4-9ce8-42c6-a979-d2a1d63c066f.jpg)

NYC-based creative agency [Mother](http://www.mothernewyork.com/?ref=protein.xyz) recently took the role of client by releasing their very own whiskey. [White Pike](https://twitter.com/White%5FPike?ref=protein.xyz) is is partly Mother's attempt to better see things from the client side, though it's not their first attempt. The agency launched the [Dogmatic](http://eatdogmatic.com/?ref=protein.xyz) food cart in 2005, followed shortly by a permanent Dogmatic shop.

Mother partnered with [Finger Lakes Distilling](http://www.fingerlakesdistilling.com/?ref=protein.xyz) to make White Pike, a clear whiskey aged for just 18 minutes. We're confident that branding the spirit was a breeze for the agency (the campaign is quite literally cheeky— see the pin collection below), but marketing it is another challenge. The New York liquor scene is overcrowded as it is, with popularity being the obvious key to success. Spirits producers are constantly looking for a buzz-worthy angle, most recently [Pernod Absinthe](http://www.prote.in/feed/2012/09/pernod-absinthe-x-maison-kitsune?ref=protein.xyz) and [Absolute Vodka](http://www.prote.in/feed/2012/09/absolut-unique?ref=protein.xyz) .

Is White Pike good enough to survive, and even thrive? Keeping in mind that all the branding experience in the world won't help to brew a good batch of whiskey, we're ready to give it a taste.

![](https://storage.ghost.io/c/fc/71/fc716215-5729-441a-bd07-e2b50bc413b1/content/images/S3/protein/3797/ef51d7df-f48c-439c-aad8-9113e4cb91cf.jpg)

![](https://storage.ghost.io/c/fc/71/fc716215-5729-441a-bd07-e2b50bc413b1/content/images/S3/protein/3797/75d224a1-eee6-4894-86c6-b638953b8e8c.jpg)

![](https://storage.ghost.io/c/fc/71/fc716215-5729-441a-bd07-e2b50bc413b1/content/images/S3/protein/3797/88d57297-9196-4104-ae6b-770bc737f379.jpg)