Aussie music royalty G Flip has always lived life outside of the box. The 30-year-old multi-instrumentalist has built a career out of the unconventional, fusing genres and aesthetics to create a sonic signature that is entirely their own. As an artist, they have the kind of infectious creativity that you’d simply love to bottle or, in the case of their latest endeavour, can. In a move that is fittingly unexpected, G Flip has entered the drinks industry, launching BOX – an alcoholic juice that offers a tasty hit of nostalgia with a healthy dose of sweetness.
Created in collaboration with the much-loved team at Moon Dog Brewery in Preston, BOX comes in two flavours—Apple Guava and Tropical Bang. According to G Flip, the project has been in the works for almost 12 months, with the musician making several trips back and forth from their home in L.A. to Melbourne for taste tests and product discussions. As a Melbourne native, it was important to them that the new BOX project had a decidedly home-grown, authentic feel.
“It’s definitely got those family vibes and hometown vibes. You know, I’ve grown up my whole life in Melbourne – Melbourne’s my home when I’m in Australia and not in L.A.. Moon Dog is around the corner, so it felt fitting to partner up with them and make this,” they told Man of Many.
“This wasn’t a case of BOX already being a brand and just partnering with me—this is my little brainchild. Drinking alcohol with juice is my thing, so I wanted to put it in a can. As a person, I definitely live outside the box, and part of this project is to drink outside the box.”
Released as the OG, BOX Apple Guava Alcoholic Juice arrives in the vein of a classic cloudy apple juice, albeit with a boozy edge and a squeeze of juicy guava. On the other hand, BOX Tropical Bang Alcoholic Juice packs a punch with vibrant notes of orange juice, ripe passionfruit, and candied pineapple. The liquid is brewed specifically to be an easy-to-drink option, teasing a hint of effervesce and leaving your palette refreshed.
“Playing shows as a singer, I don’t like anything that’s too carbonated because it makes you burp, so I’m always running on stage with juice and a spirit,” G Flip told us. “Coming up with the flavours was really fun. With taste testing, it was all about trying different stuff, putting more hints of apple in it, or more hints of guava, or with the tropical, adding a little bit more passionfruit flavour or a little bit more pineapple to get that come across on the palate. So it’s been really fun doing all the taste tests and choosing flavours that I personally love, that I think other people will love.”
Importantly, BOX is made with real fruit juice, which means that you will get some healthy sediment in there. Ever the optimist, G Flip reveals this was all part of the plan, explaining that whenever you grab a can, you’ll need to ‘Flip’ it to balance the bubbles and produce a flavour-forward experience.
For G Flip, the timing is right to crack a celebratory drink. The Aussie star is fresh off an ARIA Award-winning honours for their album Drummer, a sold-out tour of the U.S. and a record-breaking turn in triple j’s Hottest 100 countdown – it’s a wonder how they managed to find the time to make BOX happen.
“It’s been really cool making this happen and it’s fun to do something that’s outside of music, because I feel like I’m so in this music world,” they said. “So it’s really fun to do something that’s outside the box.”
BOX Alcoholic Juice is available now at retailers BWS and Dan Murphys. Made with real fruit juice and no artificial sweeteners, the new ready-to-drink option is vegan-friendly and gluten-free, with each 330ml can sitting at 4.5% ABV. You can snag a 4-pack for $22, a 24-can slab for $105 or get the party started with a mixed 10-pack for $48.
