The Wheated Premium Bourbon Celebrates the “Taste Made Famous By An Infamous Act”
BARDSTOWN, KY – Heaven Hill Distillery announced the national launch of Larceny Kentucky Straight Bourbon Whiskey. Known for preserving storied brands, Heaven Hill brought the story of the Old Fitzgerald brand back to life through Larceny. A premium 92 proof Bourbon, Larceny Bourbon is an award-winning label with the eponymous story of John E. Fitzgerald behind its brand. Larceny will be sold nationwide beginning September 1.
First launched in twelve markets in September 2012, Larceny has garnered national attention over the past five years as a three-time “Excellent, Highly Recommended” Bourbon at F. Paul Pacault’s Ultimate Spirits Challenge, Top 20 Spirit in the World by the Spirit Journal, and a Double Gold Medal recipient at the 2014 San Francisco World Spirits Competition. Larceny Bourbon continues the Old Fitzgerald tradition of using wheat in place of rye as the secondary grain in the whiskey’s mashbill. On the palate, Larceny has a softer, rounder character that is the hallmark of Old Fitzgerald and other wheated Bourbons.
“At Heaven Hill Distillery, we nurture and innovate brands with a historical connection that is worth telling within the industry, such as that of John E. Fitzgerald,” said Denny Potter, Master Distiller Heaven Hill Distillery. “Larceny Bourbon has an authentic brand history and familiar taste to that of its lineage, one that consumers will appreciate just as they have Old Fitzgerald.”
The tagline, “A taste made famous by an infamous act,” is drawn from John E. Fitzgerald’s history as a treasury agent who used his keys to the rickhouses to pilfer Bourbon from the finest barrels. His discerning palate led those barrels from which he chose to help himself being referred to as “Fitzgerald barrels.” Packaged in a proprietary pinched waist flask shaped bottle, the label utilizes a skeleton key as its symbolic logo element, which supports not only the brand story but also pays homage to the iconic key logo and tagline of Old Fitzgerald. The face label of Larceny features a die cut keyhole through which a skeleton key printed on the back label can be seen.
At an average national retail price of $24.99 for the 750ml size, Larceny is a true small batch Bourbon produced from dumps of 200 barrels or less that have been selected from Heaven Hill’s open rickhouses in Nelson County, Kentucky. Larceny has a 6-year-old taste profile and is bottled at a full-bodied 92 proof, or 46% alcohol by volume.
Heaven Hill reminds you to “Think Wisely. Drink Wisely.”
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CONTACT:
Lauren Cherry
Heaven Hill Brands
(502) 413-0217
lcherry@heavenhill.com
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