Bored Apes and Alcohol: The 288 Spirits Story

When people think of collectible spirits, they usually picture an exclusive whiskey with a high-end label—but not necessarily an NFT or a Bored Ape. At 288 Spirits, we’re determined to change the narrative and merge the best of both worlds. Our journey started with a shared passion for creativity, storytelling, community, and technology that has evolved into a beloved web3 spirits brand. Here’s how it all began, where we are now, and what we see on the horizon.

Welcome to the Club

In 2021, like so many others, we were captivated by the potential of NFTs. And soon after the Bored Ape Yacht Club changed the world, creator Josh Friedberg started brainstorming how to utilize his BAYC IP on a brand of his own. Captivated by the creativity, innovation, and camaraderie among BAYC holders and a desire to try something new with NFTs, led us down the path that would become 288 Spirits.

Meet the Team

While our origin story is intertwined with web3, our company wouldn’t be where it is without a well-rounded team that brings decades of experience in design, storytelling, and technology. Josh pitched his vision for 288 to Meghna, Ryan and Jeff and soon after the four-person team got to work.

• As the creator and creative director of 288 Spirits, Josh Friedberg brought an entrepreneurial mindset and deep community-building experience. Josh is also a Senior Producer at Yuga Labs, Former CEO of USA Skateboarding and co-founder of 411 Video Magazine. 
• As the finance and operations lead, Meghna Sinha focused on scaling operations, optimizing costs, and ensuring smooth day-to-day execution. She has spent two and half decades building technology products at Fortune 50 companies and is former VP of AI at Verizon and ex-VP of Data Science at Target.
• Ryan Marcus serves as the content lead creating the media that brings our product and events to life. He is an award-winning storyteller and filmmaker with over two decades in action sports and has created branded content for 411VM, DVS Shoes, Fox Racing and more. Ryan is the Media Studio Director for Skullcandy.
• Jeff McMillan is the artist responsible for our visual identity, package design and brand aesthetics. Jeff has a BFA in Illustration with over 20 years in illustration and graphic design experience working with various clients in the entertainment, sports, and surf/ skate industry while exhibiting in galleries globally. He has worked as Senior Graphic Design Artist at Quiksilver, and has been associated with RVCA' s Artist Network Program (ANP) since 2007.

Inception of 288 Spirits

How It All Came Together

In November 2021, an idea took hold. Josh began envisioning a spirits brand utilizing his Bored Ape IP, fully aware that while this path had a lot of potential, it would also come with its own hurdles. By early 2022, our core team formed, bringing together art, operations, storytelling, and community-building under one roof. We saw the spirits industry as the perfect frontier for testing the boundaries of web3 brand creation.

Why spirits? Because it’s a field that’s primed for storytelling. Every bottle can tell a tale—from the sourcing of ingredients to the final packaging. We wanted to share our journey so that each bottle of 288 Vodka or 288 Whiskey carried a unique story, both physically and digitally on the blockchain.

What We’re Building for the Future

• Decentralized IP & Brand Building: Our long-term goal is to incorporate other NFTs—including those owned by our community—into the 288 storyline, making them an intrinsic part of the brand.
• Streamlined Purchasing & Shipping: We’re integrating NFT minting, tokengated access, and credit card transactions for frictionless shopping and global distribution.
• Brand Extensions & Partnerships: While we will continue to collaborate with distilleries, designers, and other web3 projects for truly one-of-a-kind offerings we are exploring how to expand our product line beyond spirits. 

The Good, The Bad, and The Ugly

Biggest Challenges

1. Distribution & Logistics: Shipping alcohol is notoriously complicated. Navigating the legalities of shipping alcohol, finding reliable partners, and incorporating NFC and blockchain tech for provenance has been an uphill climb.
2. Breaking through the Noise: It’s a crowded marketplace out there—both in web3 and in spirits. Standing out requires not just a great product, but storytelling that resonates.
3. Expanding our consumer base beyond web3: We’ve done a good job of creating brand recognition in our web3 world, but to grow we need to build bridges with traditional consumers.

Biggest Successes & Milestones

1. Genesis Vodka Launch: When we first minted our vodka NFT, we knew we were onto something. The positive feedback and excitement proved our community was ready for a new way to collect spirits.
2. Partnerships & Events: Sampling our products at NFT NYC, Bored Ape events, and major meetups around the world allowed us to engage directly with collectors. Every taster who said, “I had no idea a web3 brand could do this,” or, “I can’t believe the whiskey is as good as the packaging,” has reaffirmed that we’re on the right track.
3. Finding Partners with Domain Expertise: Our relationships with craft distilleries have elevated our products’ quality and authenticity. Being transparent about who makes our spirits has become a core part of our brand identity. Finding people that know as much about alcohol production and distribution as we know about our brand has been a key to our growth.
4. Growing Community Events: Hosting “288 TUESDAY” at The Bamboo Club has helped us foster local connections and keep the momentum going. From impromptu meetups to pop-ups at major NFT events, IRL experiences are where the magic happens.
5. Thank APE Built By ApeCoin Accelerator: Being part of the Built By ApeCoin (BBAC) Accelerator Program through Thank APE was a significant milestone for 288 Spirits in 2024. It not only validated our early commitment to the BAYC and ApeCoin ecosystems but also offered critical support and growth opportunities during a challenging year for our business.

What’s Next

With two spirits product launches—a farm-to-table potato vodka and a single-barrel red wheat whiskey along with a merch capsule under our belt—we’re just getting started. In 2025, our priority is to expand beyond the web3 community, engaging traditional spirits enthusiasts and building bridges for those who are curious about NFTs. We’ll continue to refine operations, bring down costs, improve shipping speed, and boost sales. 

We’re also exploring ways of expanding our unique take on creative high-quality products with new line extensions. Taking the expertise we’ve gained over the past three years we’re looking to deepen collaborations and offer B2B custom spirits solutions, so other businesses can create memorable products that truly represent their identity. Finally, we envision a future where our community plays an even bigger role in shaping the 288 Gang’s storyline—soon, your own NFT could become part of our ever-evolving brand.

Closing Thoughts

Our story began with a Bored Ape and a big idea, proving that true innovation happens when you mix passionate people, compelling storytelling, and cutting-edge technology—with some really good spirits. Brand building in web3 gives you a chance to create the closest possible connection with your consumers. That 1-to-1 connection simply doesn’t exist in web2 and we see it as the true key to our success. We’re focused on how to use web3 technology to create the best possible experience for the people on both sides of the product sales equation.

At 288 Spirits, we’re not just building a brand—we’re creating a living, breathing community where collectible culture, premium spirits, and NFTs all converge. By leveraging the power of blockchain, we can make every product experience truly one-of-a-kind. We’re raising our glasses (and our NFTs) to the next chapter, and we hope you’ll join us on the journey. Cheers to the future, and welcome to the 288 Gang!