Just 500 Whipshots cans will be available each day this month from Whipshots.com, via ecommerce platform Spirits Network.
Retail distribution is set for January through alcoholic products distributor Republic National Distilling Company, which covers 38 markets.
Whipshots, which is non-dairy and non-refrigerated, is available in vanilla, caramel and mocha in three sizes: 50 ml for $5.99, 200 ml for $13.99 and 375 ml for $19.99.
"Whipshots is over the top, sexy and unique – kind of like me. It's going to be a party in every can," explained Cardi B in a statement. "No matter where you are, you can party like Cardi.”
Music video director Jora Frantzis worked on the campaign’s visuals with Los Angeles-based Woo, which also developed the product’s branding and packaging. Rogers & Cowan PMK is handling public relations and experiential aspects for the launch.
Alcohol-infused whipped cream itself is not a new concept. An initial wave of such products, with alcohol content much higher than Whipshot’s 10%, hit shelves in 2005 under such brand names as Whipped Lightning (aka Whipahol) and Get Whipped. But, stung by criticism of their potential misuse by under-age drinkers, the brands had largely disappeared some five years later.
Asked how Starco is handling the potential for under-age misuse, a Rogers & Cowan spokesperson told Marketing Daily, “We are not comfortable commenting on this at this time.”
Starco has noted, however, that Whipshots will only be found “next to other spirits at retail locations and behind the bar.”
Starco Brands, which specializes in spray-can-based products, also markets Breathe cleaners, Winona popcorn seasoning and Honu sunscreen.