Troll Co. clothing brand has launched Five Nine, its first Kentucky Straight Bourbon Whiskey, to honor the hard working and under-recognized blue-collar Americans who don’t subscribe to a  9-5 workday.

Troll Co. launched in 2016 with a “Make Trolls Great Again” snapback, championing the hard work of blue-collar jobs. And what started as a joke between friends, has grown into a highly successful, continent-spanning lifestyle brand.

Five years on, Cofounders Justin Lazerte and Jason Tremblay wanted to celebrate the pride and work-ethic of their community and reward them – with a high-quality, authentic whiskey to enjoy at the end of a long, hard shift.

Troll Co. asked One Twenty Three West to help concept, design, name, and plan the launch of Five Nine’s Kentucky Straight Bourbon Whiskey. The challenge: create a brand that reflects the product’s excellent quality, but more importantly connects with its blue-collar community. As part of the brand identity work, One Twenty Three West created a brand platform, name, logo, full product packaging suite, brand guidelines and social media campaign.

“With Five Nine Bourbon we wanted to create a tools-down whiskey that celebrates some of life’s  small wins – like an end to a long shift or savoring the satisfaction of a job well done.”, said Rick Tremblay, CEO of Five Nine Whiskey.

Nine Five is a 21% Rye Bourbon Whiskey, bottled at 90 Proof. For more info and to learn where to purchase, check out: fiveninewhiskey.com.