Broadstreet Infamous launches rare Black Label bourbon with TRIVIUM frontman Matthew Kiichi Heafy

Broadstreet Infamous has introduced a limited 8-year-aged Black Label Barrel Select bourbon in collaboration with Matthew Kiichi Heafy of TRIVIUM, with 552 bottles worldwide and a scavenger-hunt rollout across Georgia. The release is designed to drive collector demand, with bottles hidden in cases, a small online allocation and a projected secondary-market premium.

Why it matters: - The Black Label release turns a bourbon drop into a collector hunt, which can amplify demand well beyond normal retail distribution. - The collaboration gives Broadstreet Infamous a higher-profile connection to TRIVIUM’s fanbase and to bourbon buyers drawn to limited-edition music tie-ins. - The company is betting that scarcity, artist branding and surprise finds will lift resale interest and brand visibility.

What happened: - Broadstreet Infamous announced the release of Prohibition Proof - Black Label Barrel Select, an 8-year-aged bourbon created with Matthew Kiichi Heafy, frontman of TRIVIUM. - The total production run is 552 hand-numbered bottles worldwide. - About 350 bottles were randomly inserted into standard cases of Broadstreet Infamous’ Gold award-winning Prohibition Proof Bourbon (Blue Label) distributed across Georgia. - Georgia retailers who open qualifying cases from Savannah Distribution have about a 1-in-6 chance of finding a Black Label bottle. - About 130 bottles will be sold online through the company’s website via BIG THIRST to consumers in 41 U.S. states. - The company said the online bottles are available for a limited time at a special SRLP.

The details: - Retailers who find a Black Label bottle are encouraged to remove it from inventory and post the discovery on social media using #BlackLabelHunt. - The release is built from only two barrels selected for the program. - Broadstreet Infamous said the Black Label edition is expected to become highly collectible because of its limited production, artist collaboration and national visibility. - The company anticipates secondary-market and collector value could exceed $300 per bottle. - Broadstreet Infamous said its bourbons are distributed throughout Georgia by Savannah Distributing Company and sold online in 41 states. - The brand recently earned Gold and Double Gold honors at the international PR%F Awards. - Broadstreet Infamous was named the Official Bourbon of Gas South Arena and the Official Craft Whiskey of the Atlanta Gladiators. - The company also sponsors the No. 15 NASCAR Craftsman Truck Series entry driven by Tanner Gray for TRICON Garage. - Matt Heafy is an executive partner in the brand. - Broadstreet Infamous was recently featured by VICE in “5 Heavy Metal Bands With Bourbon Whiskey Brands That Live Up to the Hype,” alongside brands including Metallica’s Blackened Bourbon.

Between the lines: - The rollout blends product scarcity with fan engagement, which is a common way spirits brands try to create urgency and cultural relevance at the same time. - The scavenger-hunt mechanic gives retailers and buyers a reason to post, which can extend the launch’s reach without traditional advertising. - The VICE mention and Heafy partnership suggest Broadstreet Infamous is positioning itself as a music-linked bourbon brand rather than a standard celebrity collaboration.

What's next: - Georgia shoppers and retailers will be watching standard cases for hidden Black Label bottles as the rollout continues. - TRIVIUM fans in the 41 eligible online states have a short window to buy from the company’s website. - Broadstreet Infamous is likely to use the release to build momentum for broader brand growth and future limited-edition drops.

The bottom line: - Broadstreet Infamous is using rarity, a metal frontman and a surprise distribution model to turn one bourbon release into a collector event.