Marketing gimmick. If they are using freeze distillation...it is still distillation. What they did is make a whiskey, just using an alternate method of distillation.
And I promise you, $800 will buy you a much, much better cask strength Scottish whisky than this. They call it a "blond belgian ale" but that is just the fermented whisky mash, really. If you distill it to 110proof it is whisky, not beer, any more than bourbon is just a really strong corn-adjunct ale, or cognac is an extra potent white wine.