To get our frontier whiskey out into the world, we decided we needed to live on modern-day frontiers - the edges of culture where progressives are innovating, creating, and exploring. We decided to collaborate with some modern frontiersmen in LA specifically those in the tattoo industry. Tattoos have been a part of L.A. culture for decades, but the tattoo scene has expanded past the typical subcultures and has recently attracted unexpected artists from around the world. So we partnered with a group of tattoo artists to bring the iconic Bulleit label to life through the lense of LA culture in order to create the world’s first tattoo billboard.

In the first Frontier Works project, Bulleit partnered with 24 local tattoo artists to recreate our iconic label and build the first tattooed billboard. Each artist was assigned an individual section of the label to embellish with his or her own tattoo art. While the overall piece depicts the Bulleit label, each features the unique art vision of what each tattoo artist feels is their take on the modern frontier of LA. In the end, each tattoo artist’s distinct styles lives side by side, making this not just a piece of Bulleit branding, but also a reflection of the diverse LA tattoo culture. The project took a little over six months, 192 tattoo needles, and 2,186 hours of tattooing. We installed it on the corner of Sunset and Hyperion.

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