Motorcycles are the perfect icon which symbolizes open roads, independence, and freedom. They allow one to evoke their personal choice while savoring life, and their individuality.
Now what does this have to do with whiskey you ask? Besides the open roads - a lot actually. Both motorcycles and whiskey brands position themselves as lifestyle choices, not just products and they both tap into America’s frontier spirit and deep rich history.
If we look at the branding for both types of brands there is a strong focus on heritage and craftsmanship. American motorcycle and whiskey brands often lean on origin stories (family-owned, hand-crafted, small-batch, garage-built) as well as emphasise their authenticity whether that is handmade or made in America. The overall narrative is one of self-made craftsmanship that reflects the American Dream.
You will find that both whiskey and motorcycles appeal to people who want experiences over commodities. You know that road trip, the campfire, the late-night ride, the barroom toast; these are all moments tied to freedom and identity. Even the advertising often blurs product and lifestyle, making the brand itself part of a freedom-driven community.
There are also aspects of ritual and escape. Riding a motorcycle and sipping whiskey both offer escape from routine as well as a moment of clarity and release. They’re tied to American mythology: the lone rider, the outlaw, the frontiersman which boils down to personal liberty.
The last comparison I will draw is that of community and brotherhood. Both have strong devoted fans and there are plenty of clubs, rallies, tastings, festivals. Both industries thrive on gathering people who share values. The sense of belonging while still honoring individual freedom is a key American paradox that brands lean into.
An example of such a motorcycle brand is none other than Viking Bags. This company was founded in 2007 with the goal of making bags that were as aesthetically pleasing as they were functional. They were able to concentrate on the brand's values and quality by starting with a limited selection of goods, such as saddlebags, tank bags, and leather packs. They added more products to their line up such as organizers, tool bags, and sissy bar bags. They expanded production as more and more people wanted their products.
Image credit: Viking Bags
2018 saw even more subsequent growth. They stepped into the motorcycle parts arena. This is a fairly natural leap, but it's still a leap, and the same philosophy that led them to begin producing luggage also prompted them to begin producing motorcycle parts. You shouldn't have to pay a fortune to customize your bike. In order to produce ready-to-install custom parts, Viking Bags set up a parts section and gained additional knowledge about metal fabrication. They rose to prominence in the industry very fast and have only looked back for motivation.
Over the years Viking Bags has built up quite the fan base supporting more than 200,000 riders worldwide, and earning loyal fans through cool and innovative designs. But it's not just their products that keeps its fans happy and loyal - it's the feeling they create with their products, the whole motorcycle scene that embodies true American freedom and showing yourself through your gear. Their products also support the big boom of modding which allows personalization on a crazy level. Additionally they keep their prices low compared to the other pricier brands out there making their products accessible to everyone and that certainly doesn’t hurt brand loyalty.
Image credit: Viking Bags
Viking Bags knows how to shift and adapt as bike culture changes, with young folks trying electric rides and city commuting, Viking Bags rolls with it and keeps making new designs and products that are inline with this new culture. But they do this all while paying homage to the past and never forgetting their past and where they came from and the old time leather jacket wearing die hard motorcycle fans that this new culture was built on.
Image credit: Viking Bags
Basically, it should come as no surprise that Viking Bags is one of the fastest-growing motorcycle parts companies and a global leader in motorcycle luggage. Newsweek has even listed them as one of the top online retailers. They are absolutely worth checking out whether or not you ride a motorcycle.
And where is the whiskey you ask well I thought I would pick a brand that for me most closely aligns with Viking bags, and that is Bulleit Bourbon. It has that rugged edge and boldness with a dash of frontier-spirit, high rye content (which gives a nice bite), and a very strong American heritage.
Image credit: Bulleit Bourbon
By embracing the same frontier spirit that gave rise to its identity while changing the way that spirit is conveyed, Bulleit can remain relevant as whiskey culture changes. Bulleit can go beyond its tough Americana heritage to highlight innovation within tradition as younger consumers and a wider range of demographics join the whiskey market. Examples of this include experimenting with cask finishes, emphasizing sustainable sourcing, or providing more approachable limited releases that welcome newcomers without offending ardent fans. Bulleit's narrative may simultaneously shift from a lone-wolf, outlaw persona to one that embraces freedom via inclusivity, community, and shared adventure, maintaining the brand's authenticity and forward-thinkingness.
Image credit: Bulleit Bourbon
Overall I really feel like there are many similarities between the two worlds of whiskey and motorcycles and maybe next time you are enjoying a glass of whiskey you feel that call of the wild and the urge to get up and go explore, driving on the open road filled with big dreams and freedom!
