We are thrilled to celebrate that Elijah Craig Bourbon will now be the featured house pour at The Original Old-Fashioned Bourbon & Rye Cocktail House in Barcelona, Spain. This prestigious venue offers the ideal setting to showcase this exceptional bourbon, marking a significant achievement for Scott Lyth, Area Manager for Western Europe and the International Team. The collaboration reflects both the growing recognition of Elijah Craig and the bar’s commitment to offering top-tier spirits. We sat down with Scott to discuss this milestone and what it means for both his team and Elijah Craig. His insights reveal the hard work behind this accomplishment and its importance in strengthening the brand’s presence in Europe.

The Original Old-Fashioned Bourbon & Rye Cocktail House in Barcelona is a unique and intimate bar that specializes in whiskey cocktails, with a particular emphasis on bourbon and rye. Featuring a vintage atmosphere and skilled bartenders, the bar is committed to providing an outstanding experience for whiskey enthusiasts, offering an impressive range of premium bourbons and ryes. The venue is an ideal fit for Elijah Craig Bourbon, as it takes pride in crafting timeless, sophisticated drinks like the Old Fashioned, which perfectly showcases the smoothness and complex flavors of high-quality bourbons. This focus on classic, refined cocktails makes it the perfect setting to highlight Elijah Craig’s rich, premium qualities.

The development of the relationship and the securing of the venue took about three months. Scott Lyth was asked to share insights into the process of building the relationship with the account and how the placement was successfully finalized.

“The relationship was built via our new distribution partner for the Spanish market, General Goods, and their Heaven Hill Brand Ambassador, Nikki Diaz de Faria Gomes, who were tasked to search out the countries best bars and create flagship accounts for the Elijah Craig brand. Nikki who has come from looking after the Pernod Richard portfolio in Africa joined General Goods in September and from there has been building up demand for the Heaven Hill portfolio through her master classes and trainings. Upon undertaking a trade visit in Barcelona, Nikki and I visited the venue and got speaking with Bruno the owner of Old Fashion to find out more about him and his business in which he has owned for 12 years. After departing Spain, both Nikki and I kept in contact with Bruno via social media, but Nikki did visit the venue once a week to keep her at the forefront of Bruno’s mind with him then asking if we would consider supporting his bar to have Elijah Craig as their house pour bourbon.”

This achievement marks a major milestone for Elijah Craig, particularly in the Barcelona market. It offers Heaven Hill and General Goods a strong reference when approaching other prominent venues in both Spain and across Europe. With its expert team, The Original Old-Fashioned Bourbon & Rye Cocktail House, has proven to be a key partner, and having our brand featured in their venue ensures we now have top-tier advocates representing Elijah Craig in such a key city.