wolves whiskey built its following through highly coveted limited-edition releases before making a pivotal move into the emerging american single malt whiskey category with its first year-round flagship. our work led public relations for the flagship launch, positioning the california whiskey within the broader rise of american single malt while preserving the luxury, design, and cultural identity that defined the brand. we continued that story through the wolves x undefeated collaboration and support of the 11-year release, using strategic media relations, product storytelling, and cultural positioning to connect wolves with whiskey enthusiasts and a wider design and lifestyle audience.