Why Major Retailers Are Betting Big on This YouTuber’s Drinks Brand

It all started with a spelling mistake on the board. When Cody Detwiler’s business partner accidentally wrote “alcohol” instead of “alcohol” during a team meeting, most reached for an eraser. Instead, the YouTube star known as WhistlinDiesel saw something different: the perfect name for a drinks brand that would capture the wild spirit of his content empire. That moment of serendipity has now turned into an intriguing creator-led product launch, demonstrating the unprecedented power of digital influence in traditional retail markets.

The automotive content creator known for his incredible car stunts and irreverent humor has launched Alcolo, a ready-to-drink alcoholic beverage that has already secured partnerships with retail giants Walmart, Circle K and Albertsons—an unusual feat for a newcomer. But again, there is nothing ordinary about this launch.

This organic approach to brand building typifies Detwiler’s entire business philosophy. “People can tell when a brand is being forced these days and is in it for the money,” he explains. “It couldn’t be further from why we have committed to building a sophisticated industry and enterprise as a whole.”

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For Detwiler, Alcolo is about more than just expanding the business—it’s about creating a lasting legacy. “We discussed ideas about how to go beyond YouTube and create a legendary, iconic brand that will be passed down from generation to generation, rather than something more temporary and disposable,” he explains.

The creator’s path from construction work to creating a multi-brand empire was not without difficulties. “I came from nothing, with no business experience or any experience at all. I was in construction with my dad when I was younger, so it’s been quite a learning curve with the incredible team I have with CAA and my business partner,” shares Detwiler. .

Despite currently operating three successful brands – WhistlinDiesel, MonsterMax and Alcolo – Detwiler remains focused on sustainable growth. “I think successful brands stay linear, they focus on what’s important and don’t deviate from that,” he says, although he hints at a possible expansion of Alcolo’s flavors once the core product is created.

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What sets this launch apart from the celebrity crowd is the genuine connection between the creator and the product. Detwiler’s approach to content creation, which he describes as the epitome of “either having fun or doing something you’ll never forget,” fits naturally into the drinks category.

The launch strategy took advantage of WhistlinDiesel’s strong fan loyalty, confirmed by what his agent Chris Whittin of CAA describes as “eight-figure video views, sold-out merchandise sales and thousands of people turning out for car rallies.” Recent promotional events in Idaho and Montana have drawn crowds of 2,000–4,000 each with minimal marketing pressure, a testament to community involvement.

Andrew Graham, another key figure at CAA in launching Alcolo, highlights how the team created unique promotional moments: “From packaging Cody’s tank in Alcolo’s vibrant red + white for a fan meet-and-greet in downtown Nashville to hosting truck rallies in a Walmart parking lot. nationwide, every step of this stunning ‘CEO of Destruction’ style video was designed to grab attention and create excitement.”

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This grassroots approach has caught the attention of major retailers. As Graham notes: “Retailers understand that sales channels are evolving and today’s stars are being formed online. Our partners at NOCA have done a fantastic job bringing this story to retailers, demonstrating the incredible reach, influence and passion of Cody’s audience.”

Alcolo’s success could signal a shift in the way new brands enter established markets. Leveraging the deep connection between digital creators and their communities, coupled with strategic retail partnerships and grassroots engagement, WhistlinDiesel demonstrates that the path to building a successful beverage brand can look very different in 2024 and beyond.