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Very small batch bottling taps into popularity of barrel strength and high proof Bourbons
LOUISVILLE, Ky. – Heaven Hill Distilleries, Inc., the nation’s largest family-owned and operated independent spirits producer and the world’s second-largest holder of aging Bourbon, today announced the March release of a special bottling of Elijah Craig Barrel Proof Small Batch Kentucky Straight Bourbon Whiskey.
The limited edition release, which will be allocated to markets nationwide that currently offer Elijah Craig, takes advantage of both the surging popularity of high end Bourbons and American Whiskeys, and the trend toward high proof or barrel strength bottlings. It also leverages the critical acclaim for Elijah Craig Bourbon and the high regard with which critics and aficionados hold the brand, which is a past winner of Whisky Magazine’s “Best of the Best” Bourbon, Whisky Advocate’s “Best Buy Whiskey of the Year”, and Double Gold Medal at the San Francisco World Spirits Competition.
The new Elijah Craig Barrel Proof Small Batch Release will begin shipping in mid-March to retailers and fine restaurants and bars in nearly every market nationwide, though quantities are limited and strictly allocated. With a national average retail price of $39.99, the new expression of the famed Elijah Craig brand represents a real value for a 12 year old, barrel proof Bourbon, and is expected to be in high demand. In addition, the release will forgo traditional chill-filtering, meaning all the natural esters and taste components from the barrel are preserved, giving the Bourbon a particularly rich flavor and mouthfeel.
The new release will be offered in the traditional distinctive Elijah Craig flask-style 750ml bottle, with the familiar oversize cork stopper and Elijah Craig signature blown into the front of the glass. Available in a three bottle case, the new release will carry a dark brown version of the cartouche-style Elijah Craig label, with “Barrel Proof” highlighted in red and hand written proof/alcohol by volume information, which will vary from one dump to the next. The proof of the initial release will be 134.2, or 67.1% alcohol/volume. A shelf talker will also be offered to retailers to highlight the brand in today’s cluttered premium Bourbon array.
“With the current unprecedented popularity of American Whiskeys in general, and high end Bourbon releases in particular, we feel that this release of Elijah Craig Barrel Proof is poised for great critical acclaim and sales success,” noted Heaven Hill Senior Brand Manager Susan Wahl. “It hits all the right sweet spots for today’s ultra-premium Bourbon consumer—barrel proof, 12 years of aging in open rick warehouses, non-chill filtered, and very small dumps of barrels. This barrel proof bottling, and the recent 20 year old Single Barrel bottling, have taken the Elijah Craig range to unprecedented levels of demand and stature.”
For key on-premise whiskey accounts and high end retailers, the Elijah Craig Barrel Proof Small Batch release continues the lineage of in-demand and buzz-worthy American Whiskey releases that Heaven Hill Master Distillers Parker and Craig Beam have created. The 6th edition “Master Distiller’s Blend of Mashbills” Parker’s Heritage Collection, Larceny Wheated Bourbon, and the just-released 2003 vintage of Evan Williams Single Barrel Vintage, all shipped in the past year, have mesmerized the Bourbon blogs, forums and social media.
Founded in 1934, Bardstown, KY-based Heaven Hill Distilleries, Inc. (www.heavenhill.com)is the nation’s largest independent, family-owned and operated spirits producer and marketer and the world’s second-largest holder of Kentucky Bourbon. Heaven Hill’s diversified portfolio of brands includes Evan Williams Bourbon; Burnett’s Vodkas and Gin; HPNOTIQ and HPNOTIQ Harmonie Liqueurs; Admiral Nelson’s and Blackheart Rums; The Christian Brothers Brandies; PAMA Pomegranate Liqueur; Lunazul Tequila and Rittenhouse Rye Whisky.
Heaven Hill reminds you to “Think Wisely. Drink Wisely.”
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CONTACT:
Larry Kass
Director of Corporate Communications
Heaven Hill Distilleries, Inc.
(502) 413-0220
lkass@heavenhill.com
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