Grain whisky brand 808 has smashed its £300,000 crowdfunding target, raising £631,932 to boost expansion plans in the UK, Asia and the US.
The brand, which officially launched in spring 2016, is the result of a collaboration between the DJ – whose real name is Tommy Asher Danvers – and business partner Paul Pullinger.
Named after the famous TR-808 drum machine, the spirit was created with whisky consultant Jonathan Driver and Ryan Chetiyawardana, who has also devised a series of cocktails.
The liquid itself is blended at North British distillery, Edinburgh’s last working distillery and one of the largest and oldest grain whisky producers in Scotland. The brand’s advisory team also includes Warner Music UK CEO Max Lousada, ex-Red Bull chief Harry Drnec, the former CEO of the North British Whisky Distillery David Rae, and legendary DJ Pete Tong.
'We are truly humbled by the response to our campaign. To smash through the target within a week is one thing but to finish with over 200% of our expected amount is a huge acknowledgment that we are doing something exciting and ground-breaking in the spirits world,' co-founders Paul Pullinger and TommyD said.
The 8O8 campaign was the ‘biggest mover’ on the Seedrs funding platform in terms of both amount and percentage raised during its first week.