This Bourbon Brand Wants to Give You $100K to Be Its Fist Model

Fistful of Bourbon launched a nationwide campaign to find a paid "Spokesfist"

Fistful of Bourbon brand ambassador Anthony Bohlinger with a bottle of his brand's whiskey
No pretty face required: You and your fist could earn $100K touting this bourbon.
Fistful of Bourbon

“You know, you could be a model.” Usually a terrible thing to say at any point, but especially after drinking whiskey.

Fistful of Bourbon would disagree. The relatively new and affordable whiskey brand from William Grant & Sons just launched a new campaign, The Search for the $100,000 Fist. It’s a nationwide casting call to find the brand’s “Spokesfist,” which will see one person (well, their fist) appear in future ad campaigns, while the fist’s owner gets $100,000. Applications run from now through April 13.

It’s not really a surprise that this American whiskey brand is nodding toward the western genre. Take its name: A play on the 1964 Sergio Leone western A Fistful of Dollars with Clint Eastwood. And the whiskey itself is made from five straight bourbons, which is literally a fistful. Plus, brand ambassador Anthony Bohlinger (aka Fistful of Terry) has made Fistful’s social media into quite a fun account, where he parodies car commercials and performs parody songs.

“We don’t give a damn about no résumé or where you see yourself in five years, all we care about is your fist and what you can do with it,” says Bohlinger in a video message. Besides photos of your fist, you may want to incorporate the Fistful bottle or a cocktail into your entry. Plus, there are short video and writing elements for the application — it’s really about “enthusiasm and creativity” (and obviously creating brand awareness).

In our review last summer, I called Fistful “more complex than your average youthful bourbon, although I’d love to see what this five-part marriage is like with a few more years. Given its ridiculously affordable price point, I’d suggest FOB as a good starter bourbon for your home bar, as it feels versatile and bold enough to anchor your cocktails.”

MEET US AT YOUR INBOX. FIRST ROUND'S ON US.

Join America's Fastest Growing Spirits Newsletter THE SPILL. Unlock all the reviews, recipes and revelry — and get 15% off award-winning La Tierra de Acre Mezcal.