Whiskey, Hockey, And Mackinaw’s, How Three Seattle Companies Created One Unique Promotion

From the moment Westland Distillery was founded Eleven years ago, they embraced the heritage of the Pacific Northwest (PNW) region that they call home. Based in Seattle, Washington, their singular mission from day one was to introduce the idea to the world that America could create full-flavored and distinctive single malt whiskeys. Something almost unheard of at the time but seemed to make sense once you factor in how often the climates between Seattle and Scotland, the home of single malt, seem similar.

“For us, here in Washington State, one of the great things is we have a perfect barley-growing climate,” said co-founder Matt Hoffman in an interview with Whiskey Advocate in their fall 2016 issue. “The combination of Washington State barley, Washington State head, Pacific Northwest oak, that’s what we have a real possibility for here.”

The brand took off, winning numerous awards, and in 2016 was acquired by the international drinks conglomerate Rémy Cointreau. But that purchase didn’t change the company’s overall vibe that had led to its quick success. It only solidified their focus on doubling down on their roots as a PNW original.

That desire to remain original has led to one of the more interesting promotional programs seen in a while. They are helping to send several area ice hockey teams north to Anchorage, Alaska, to compete in the annual Last Frontier Pond Hockey Tournament.

When the NHL announced that their next expansion team was going to be located in Seattle and named the Kraken, the sports-crazed fans of the PNW rejoiced. The hole left in their hearts after their beloved NBA team, the Seattle Supersonics, left for Oklahoma City in 2008, where they became the Thunder, had left the winter sports scene quiet.

To connect to their fans, the Kraken sought out area businesses that their fans could relate to personally. Two of the companies the team brought on as partners this season were the ones with healthy roots to the city, Westland Distillery and CC Filson Co, a premium outerwear and gear brand with seattle roots dating back to 1897.

“We’re incredibly proud of both of these partnerships as they help us deepen our commitment and tie to our community,” said Melissa O’Brochta, manager of corporate partnership activation with the Seattle Kraken. “When people come to the Climate Pledge Arena and this activations with both of these iconic brands, we want them to see that the Kraken (and arena) are a team built by Seattle for Seattle.”

Located just down the street from the CC Filson Flagship store in Seattle, the team at Westland had a relationship with the iconic brand from day one. They would go on fishing and hunting trips together. That mutual respect led to a Collaboration project in 2020, Coldfoot Whiskey, a co-branded single malt offered in a limited release. It was named after a tiny town north of the Arctic Circle known as the turnaround point for would-be prospectors during the Alaskan Gold Rush. The product’s initial release sold out quickly despite the havoc the Pandemic wreaked upon their planned programming.

So, it only seeds fitting that when the Kraken came to the team at Westland with the idea of ​​building programming around hockey, the concept of sending hockey players north came up. After all, Seattle was the original launching point for many an Alaskan Adventure of the last century; bringing CC Filson in only made sense. The company was built around equipping many of those headed there and has a long history with the Last Frontier state.

Launched in 2013, the Last Frontier Pond Hockey Classic takes place over three days in Anchorage and hosts over 100 teams playing in a unique three-on-three format that uses wooden boxes for goals. It raises funds for the Scotty Gomez Foundation to make hockey accessible to children across Alaska, which meshed well with the Kraken’s commitment to youth hockey in Seattle.

“From the beginning, our goal at the Kraken was to connect with our community authentically and grow the game of hockey in the PNW,” said O’Brochta. “We’re blessed to have Alaska be a part of our territory and the Kraken fanbase. We’re committed to growing the game in Alaska, and the Pond tournament was something we were excited to be a part of.”

The program they came up with was called Stampede to the High North and would see the top three teams of a custom tournament held in Seattle offered the opportunity for an all-expenses-paid trip to Alaska to compete. It will be held annually; Westland and CC Filson will jointly sponsor one team called team Coldfoot, and the Kraken will cover the other two.

“When we landed our partnership deal with the Kraken, we knew it would help our brand with our whiskey bar in the stadium and a limited release co-branded bottle, but we wanted to do more to connect to our community,” said Steve Hawley , the VP of global brand marketing with Westland Distillery. “This was the perfect way to stay in touch with our fans and do something authentic.”

In late January, the tourney went off without a hitch with three teams chosen to represent Seattle. Each member of the partnership was ready to roll out programming to tell the story in their own continent. But Mother Nature pulled off a body check and knocked the tourney to its knees with unseasonably warm weather that led to first a rescheduling and then a cancellation this year.

Unperturbed, all three brands are already looking forward to next winter when they will once again roll out one of the more interesting sponsorship programs the clothing, sports, and alcohol world has seen lately. For Westland, their unique partnership with two other Seattle brands is only helping to expand their footprint and awareness within their backyard, something they have focused on from day one.