A Brooklyn resident slipped to his death while attempting a backflip on a balcony at Citi Field in Queens, New York was identified as CEO and co-founder of the liquor company that created Monkey Rum.
Ian Crystal, 46, died after falling about 30 to 50 feet and landing on concrete during intermission at a Dead & Company concert.
First responders said they were called to the scene at 9.05 pm and found Crystal injured. He was taken to NewYork–Presbyterian Queens Hospital via ambulance, where he was pronounced dead.
Police said he was possibly intoxicated when he attempted the fatal flip on the fifth floor.
Crystal, who co-founded Evolution Spirits Inc was known for his creativity and desire for adventure.
According to his LinkedIn profile, Crystal was creative and innovative from a young age.
The Emory University MBA graduate began his brand development career in high school when he was declared winner of an advertising competition hosted by the Florida Department of Citrus.
‘The task was to create and direct a promotional video to sell orange juice using a bespoke music track that told a positive and inspiring story about juice. This started my career marketing beverages and I never looked back,’ his profile reads.
Crystal, who earned his Bachelor’s in Business at the University of Maryland, managed several liquor brands over the years, including ABSOLUT Vodka, Malibu Rum and Stoli Vodka.
He also led multiple brand and artist collaboration projects working with entertainers such as Jay-Z, Swedish House Mafia, Ne Yo and Brooklyn & Spike Lee.
In 2014 he co-founded Evolution Spirits Inc. The venture was part of a brand development challenge aimed to support the National Geographic drinking show, Chug.
As part of the competition, Evolution Spirits launched Monkey Rum, a 91-rated, barrel-aged Caribbean Rum made from natural ingredients that Crystal says is ‘designed to sip’.
Monkey Rum is available in eleven US states. Crystal says the liquor comes in ‘the world’s first bottle designed to be recycled into glassware’. After finishing the bottle of booze, consumers can trade their empty in for a restaurant quality rocks or pint glass at participating liquor stores.