For the release of the new Electric Wire Hustle EP, Aeons, the band partnered with Rogue Society Gin to bring together music and gin like never before. The limited edition dry "music-infused gin" comes with a download of the new Aeons EP, which includes five new tracks from the band.
The creation of the Electric Wire Hustle x Rogue Society Gin Limited Edition was inspired by Japanese researcher Masaru Emoto, who states that the energetic vibrations of music have the ability to change the structure of water. As such, the collaboration involved distilling the gin to the sounds of the newest Electric Wire Hustle EP.
Whether or not this actually changes the taste of the gin or enhances the drinking experience, as an artist in this day and age, competing for the attention of consumers requires novel marketing like this.