‘Flip Me. Drink Me’: G Flip’s Daring New Venture and Their Wildest Show Yet
G Flip will play an exclusive show inside a purpose-built BWS Cool Room to mark the launch of their latest venture, BOX Alcoholic Juice
In Partnership with BWS
How does an artist who has won multiple awards for a record titled Drummer go while performing in an inflatable fridge that’s been turned into a music venue? Extremely confidently it turns out.
Last week, G Flip announced an exclusive show in their Australian hometown for September 13th that will see them take hits like “Worst Person Alive” and “Be Your Man” into a purpose-built BWS Cool Room to mark the launch of their latest venture, BOX Alcoholic Juice.
Having previously hosted acts like Fisher, Armani White, and Lime Cordiale, the BWS Cool Room’s unique stage-come-fridge setup is gearing up for arguably its loudest live show yet.
“I have trust in my sound team,” says G Flip, seated at a bar in Sydney. “I reckon they’ll nail it.
“But, you know, having things to bounce off, like having people in an enclosed space can actually work better,” they add, thinking technically,” because the sound isn’t travelling. Having it bounce off a roof and reflect back can contain it a little bit more.”
G Flip is in town for the launch of BOX, which was created in partnership with BWS’ parent company Endeavour Group. It comes in two flavours: BOX Apple Guava and BOX Tropical Bang.
If you’ve never heard of an alcoholic juice brand before, that’s because it didn’t exist — until now.
“I just wanted to get into alcoholic juice because that’s my favourite drink and I wish it existed,” G Flip smiles, knowing there’s a little more to it than that. “And also when I tour I burp heaps if I drink anything carbonated. So I’m always running onstage with a juice and a spirit.”
G Flip has been in the trenches with retail partner Endeavour Group and creative partner Moon Dog Craft Brewery to bring BOX to life. The taste tests (of which there were many), had to get past two of G Flip’s toughest critics before hitting shelves last week: their wife Chrishell Stause and their Nan.
“[Nan’s] taste buds are pretty much done and gone. […] I’m like, ‘If it’s hitting Nan’s taste buds, then it’s gonna be full of flavour ‘cause she can barely taste anything.’”
Chrishell, however, was the real test. The Selling Sunset star doesn’t like carbonation or any drink that’s too sweet; and with a plan to have BOX served up at their “Aussie wedding” ceremony/vow renewal at Moon Dog Wild West last month, G Flip admits they were nervous.
“When she had her first day in Australia, I was kind of looking at the clock, like, waiting… ‘When’s an appropriate time for her to crack one open?’ She arrived at 5:30 a.m.
“It got to 11:30 a.m. and then she was like, ‘Oh my God, I’ve gotta try BOX!’ And then I was like, ‘It is 11:30 a.m.’ But she was like, ‘Well, my body thinks it’s 7:30.’
“She was so surprised and she thought it was so good. I wanted to cry because she’s the one person that I wanted to try it the whole time that I wanted to like it.”
When G Flip announced BOX, the pride innuendos decorated their comment sections. “Us lesbians love a good box,” said one fan. “Everybody wants to taste the 📦,” wrote another.
“Obviously I knew people would be like, ‘Oh yeah it’s a queer innuendo,’ but really, in the end my favourite juices are carton and box juices that I mix with alcohol. Also BOX for me, it’s a three letter word, it’s good for branding.”
G Flip shrugs. “I don’t know. In my past I went to Box Hill Institute. I used to beatbox when I was a kid…”
G Flip joins a raft of other Australian acts who recently joined the alcoholic drinks industry. From Lime Cordiale’s LARGO Brewing, Dune Rats’ Dunies Lager, Fisher’s Hard FIZZ, Amy Shark’s investment in Fields Brewing Co, and Tash Sultana’s Lonely Lands Liquids, the alcoholic beverage space is crowded.
But G Flip is well aware of what they’re up against. In fact, Tash Sultana did offer a reality check warning of their own.
“They were pretty straightforward, man,” G Flip says. “They were like, ‘I wouldn’t recommend it, but I’m having so much fun doing it.’
“I think it’s so fun to do stuff outside of music and this is my first way to put energy into something outside of music.”
A good business partner is crucial, and G Flip’s team-up with BWS has been an education in brand awareness with a short window. From a rollicking BOX Alcoholic Juice launch party at Lord Gladstone in Sydney — where G Flip took the stage to perform “Worst Person Alive” — to taste tests at BWS stores across the country, and an entry-level $15 four-pack to get cans in hands, the rainbow BOX branding and the “Flip me. Drink me” tagline is hard to miss in Australia right now.
“They’ve been really good partners and it’s been really fun as well,” they say. “I went into their offices on Friday and we had BOX and I was pretty tipsy going to my dad’s birthday dinner.”
The competition to attend G Flip’s exclusive BWS Cool Room performance is now open on BWS’ website.
To attend, fans must enter their details via the BWS website for a chance to win tickets. Victorian residents can enter to win double passes while interstate fans will go into the draw to win a Golden Ticket; this includes a double pass to attend G Flip’s show, flights, accommodation and a meet and greet.
