Larceny Kentucky Straight Bourbon Whiskey Launches New Packaging & “Seize Tonight” Campaign

New initiatives pay homage to John E. Fitzgerald, the U.S. Treasury Agent whose act of stealing from the best barrels in the rickhouse inspired the Larceny and Old Fitzgerald brands

BARDSTOWN, Ky. (July 2024) – Larceny Kentucky Straight Bourbon Whiskey today announced new elevated packaging along with a new campaign entitled “Seize Tonight.” The upgraded design on both Larceny Small Batch and Larceny Barrel Proof uses premium papers and foils to prominently feature the key and keyhole iconography the brand is known for alongside the Old Fitzgerald seal. The “Seize Tonight” campaign is centered around the idea that the most memorable moments happen when you let curiosity get the best of you and take a little risk – much like John E. Fitzgerald himself.

John E. Fitzgerald, a U.S. Treasury agent in the late 1800s, used his keys to access aging whiskey barrels, stealing the best Bourbon for himself. When it came time to dump these barrels some were unusually light and exceptionally smooth and became known around the distillery as “Fitzgerald Barrels”. This inspired the historic Old Fitzgerald brand and then Larceny which launched in 2012. The connection between the two brands is highlighted in the new Larceny package. Elements like the original Old Fitzgerald seal in foil on top of the capsule and Fitzgerald’s signature at the bottom of the label show the classic brand’s endorsement of Larceny. Larceny’s iconic key symbol has also received an upgrade with a sculpturally embossed foil key that takes direct inspiration from the Old Fitzgerald key. Wheated Bourbon Mashbill is prominently featured on the bottom label, calling out Larceny’s unique flavor profile.

Sometimes what’s not there is the key to what is. One of the biggest features of the new package is not visible to the naked eye. Printed with UV ink, the legend behind Larceny can barely be seen in natural light but hold the label under a blacklight and the story is revealed. This feature alludes to the fact that for many years the story of John E. Fitzgerald was lost to history. It was only in recent decades that Fitzgerald’s true identity as a Treasury Agent with a taste for stolen whiskey came to light. The new label resembles a page ripped from the history books – lost for many years, but rediscovered. On the back of Larceny bottles, Bourbon fans can scan the QR code taking them directly to the newly updated Larceny website.

Inspired by John E. Fitzgerald’s act of mischief that left the world with an extraordinary Bourbon, the “Seize Tonight” campaign is the brand’s take on carpe diem which encourages fans to embrace the unexpected and break from routine. This campaign will be extended across connected TV, digital, social and on and off premise this fall.

Unlike many other bourbons, Larceny is made with wheat instead of the traditional rye, using a mashbill of 68% corn, 20% wheat and 12% malted barley. The use of 20% wheat as the secondary flavor grain is 25% more than the leading competitor, resulting in exceptional smoothness. Larceny Small Batch is available nationwide at a SRP of $27.99 and the new packaging is now shipping. Individual batches of Larceny Barrel Proof are released nationally on an allocated basis three times annually at a SRP of $64.99 and will be bottled in the new packaging starting this fall.

ABOUT LARCENY BOURBON: The story of Larceny begins with John E. Fitzgerald, a bonded U.S. Treasury agent with a penchant for thievery of the best Bourbon. Using his keys to let himself into rickhouses at night, the “Fitzgerald Barrels”, as they came to be known, became one of America’s most beloved whiskeys after Prohibition with the launch of Old Fitzgerald. Today, the John E. Fitzgerald story continues through Larceny, an incredibly smooth and exceptional small batch Wheated Bourbon. First brought to market in 2012, Larceny is one of the most successful new-to-the-world Bourbons in the past decade. Produced by Heaven Hill Distillery, the brand offers Larceny Small Batch and Larceny Barrel Proof Kentucky Straight Bourbon Whiskey. Since its inception, Larceny has been an award-winning, best in class Bourbon receiving accolades such as Double Gold at the 2024 San Franscisco World Spirits Competition and Whisky Advocate Whisky of the Year in 2020. For more information, please visit www.larcenybourbon.com.

Heaven Hill reminds you to “Think Wisely.  Drink Wisely.”

Talisker 30 Year Old 2022 Release 49.6% 70cl

A  beautifully matured, inherently collectable and stunningly complex 30-year-old single malt from celebrated Skye distiller, Talikser. Aged for three decades in American oak, this rich, elegant expression really tells the story of its remote, rugged coastal location. Sumptuous and luxurious, tasting notes include salted caramel, orchard fruits, soft spices, and that unmistakable coastal peat smoke. A triumph in long-aged Scotch.

£833.33

LAX Travelers, The Macallan Has Touched Down

Macallan is no stranger to supplementing its whisky with artful touches, having debuted various art installations and limited-edition prints for its new releases over the years. Now, the distillery is bringing an interactive, visually alluring pop-up to the Los Angeles International Airport (LAX), designed specifically for its Travel Retail-exclusive Colour Collection.

READ MORE

Course Spotlight: Certificate in Sensory Appreciation

Crafted in collaboration with renowned whisky writer and chef, Martine Nouet, the Certificate in Sensory Appreciation is a journey into the heart of whisky enjoyment and analysis. The art and science of whisky are brought to life in an immersive, in-person educational experience over four workshops. Taught exclusively by our handpicked global network of Approved Course Providers.📖 Learn More

Mark’s Whisky Ramblings 535: Old Elk Cigar Cut

Mark Dermul, Belgian whiskyblogger, is very excited, as he’s never heard of Old Elk. They can be found in Fort Collins, Colorado. They set themselves apart from other producers by using a process they call ‘slow cut proofing process’, meaning they dilute by adding small amounts of water over the course of several weeks, meaning they keep more of the finer and lighter flavours in their bourbon. In the glass is their Cigar Cut, which is quite amazing as it’s a vatting – a marriage or a blend, if you will – of their 6 year old bourbon that has been finished on a wide variety of barrels: 1.5 years on sherry, 1.25 years on Armagnac, 3 to 8 months on port casks and 3 to 6 months on cognac casks!

https://youtu.be/JjE1y6fxREI

We’re on vacation and will resume publication on August 13th!

After publishing daily since 2009 and publishing 28,000 articles in the interim (without a break), we’re on vacation!

AUGUST AUCTION NOW LIVE!

We hope that everyone is enjoying the summer! Things are really heating up with our LIVE auction this month; as always we have some interesting bottlings lined up for you, like this gorgeous bottle, distilled in 1963 by the now closed Inverness distillery Glen Mhor. Bottled in the 1980’s by Elgin bottling giants Gordon & MacPhail using their famous House Label design.

Or how about this limited edition bottling from Glenfiddich in collaboration with luxury online retailer Mr Porter. Matured in ex-European Sherry, ex-Bourbon Casks and new American Oak then married together to create this exclusive release. Limited to 1,500 bottles.

We also have a quirky set of Macallan Concept 1,2 & 3. The series is focused on visionary individuals with fresh, bold ideas with imaginative and innovative concepts in the arts genre.

The Macallan Concept Number 1 is inspired by the world of surreal art and designed to translate to the creative nature of different cask types and maturation processes. First matured in sherry-seasoned casks, then matured for exactly the same length of time in ex-Bourbon casks.

Macallan Concept Number 2 is inspired by the world of music for in-house whisky maker Stephen Bremner, not only passionate about music but also an avid house DJ. This release is intended to marry both music and whisky, bringing together a multi-sensory experience.

Concept Number 3 is inspired by contemporary designer David Carson. Released in 2021.

These are only a few of the bottles in our July auction, to view more wee gems visit clickwhiskyauctions.com. Register to bid. Remember, you’ve got to be in it to win it! Auction ends Sunday 18^th August from 8pm BST.

Tomatin Distillery launches The Sherry Collection, a trio of single malts which celebrates sherry’s renaissance

Highland distiller Tomatin has unveiled an impressive trio of new single malts today, The Sherry Collection.

Available now from specialist retailers and the distillery’s website, this limited edition series will exhibit the unique influence of different casks, showcasing classic Tomatin whisky matured in Manzanilla, Palo Cortado, and Pedro Ximénez butts.

Fortified wine has played a role in the creation of Tomatin whisky throughout its history with the distillery using sherry casks sourced from Jerez in maturation for more than a century. However, The Sherry Collection has been created to celebrate modern sherry culture, which has seen a resurgence, thanks partly to the growing tapas scene and the evolving food and drink desires of consumers.

Tomatin’s award-winning team have refined three expressions, each bottled at different ages to showcase the whiskies at their peak.

The Manzanilla Edition (RRP £65, 46% ABV, non-chill filtered, natural colour) was distilled in 2014 and has been finished in Manzanilla butts for two years. It carries depth with delicious aromas of sourdough bread and salty popcorn on the nose, perfectly balanced with dried fruits, chamomile tea, grapefruit, maple syrup and salted walnut on the palate. Characteristic of the Manzanilla, the finish is slightly salty with warm brown butter.

The Palo Cortado Edition (RRP £95, 46% ABV, non-chill filtered, natural colour) has been finished for three years in Palo Cortado butts after being distilled in 2008. Aromas of cinder toffee and dried orange provide a rich and inviting introduction, followed by notes of milk chocolate, toasted fruit loaf and Brazil nuts on the palate. It has a tangy and complex finish, with hints of black tea and ginger.

The Pedro Ximénez Edition (RRP £150, 46% ABV, non-chill filtered, natural colour) has the longest maturation of 17 years, including an eight-year finish in PX casks. A nose of indulgent sticky toffee pudding and espresso is followed by a combination of lemon curd, golden syrup, dates, dried fig and muscovado sugar on the palate. The finish is long with notes of rum, raisin, and decadent dark chocolate.

Each Edition comes in the classic Tomatin 70cl bottle with distinctive packaging that brings together the rich and rustic tones of the Scottish Highland landscape while replicating the vivid colours of classic sherry.

The markings on the secondary carton represent wood grain, to highlight the different cask finishes used. 

Scott Adamson, Blender and Global Brand Ambassador for Tomatin, said:

“The Sherry Collection is a nod to our past and our present; sherry has been widely used in Scotch for decades and Tomatin’s story is no different, however, this collection celebrates our continuous experimentation, craftsmanship and desire to bring remarkable flavours to our consumers all over the world.

About Tomatin Distillery

Tomatin is located in the Scottish Highlands, 16 miles south of Inverness, and is famous for its portfolio of refined and elegant whiskies.  The distillery has a proud heritage stretching back to the 15th century when illicit production was likely to be taking place, but it wasn’t until 1897 that the first formal distillery was established by John MacDougall as the Tomatin Spey Distillery Company.

In 2022, Tomatin was awarded ‘Scotch Whisky Producer of the Year’ and ‘Outstanding Spirits Producer of the Year’ at the International Wine & Spirit Competition (IWSC). Later that year, it was recognised as ‘Sustainable Distillery of the Year’ at Whisky Magazine’s Icons of Whisky 2023, in recognition of its continued contribution to sustainably at the distillery.

In 2023, Tomatin’s success continued when the distillery’s ‘Legacy’ was awarded Gold at IWSC. That same year, Tomatin also took home seven awards at the San Francisco World Spirits Competition, while Cù Bòcan, took home three. Tomatin’s 36 Year Old was crowned the ultimate winner at SFWSC for malts, being named ‘Best in Show’, officially making it one of the best whiskies in the world.

Building upon this triumph, 2024 saw Tomatin’s 18 Year Old secured Double Gold for the third consecutive year at the SFWSC, elevating it to Platinum status. Meanwhile, both Tomatin’s 45 Year Old and 12 Year Old, alongside Cù Bòcan’s 15 Year Old took home Double Gold Awards, and Cù Bòcan’s 12 Year Old also secured a prestigious Gold Award.

‘To What Matters’ is the latest chapter in the brand’s evolution; it is a positive call to arms that represents the spiritual DNA of Tomatin – a belief in savouring what is truly important in life and time spent together.

Tomatin is owned by the Japanese company Takara Shuzo International: www.takara-intl.co.jp/en/

News Have you been contacted by Cask Whisky Ltd?

The Grand Whisky Auction is now live for AUGUST 2024!

The auction closes on Tuesday the 6th of August 2024!

Interested in selling whisky in our next auction?

T.+44 (0)1463 210 427 – sales@TGWA.com