Keeneland and Maker’s Mark® Announce New Series: “Greats of the Gate” Bottle Series Will Honor the Greatest Thoroughbreds of All Time Beginning with Man o’ War

The 10-Year Commemorative Bottle Series will Support Kentucky Nonprofits; Kentucky Harvest, Art Center of the Bluegrass & Blue Grass Farms Charities Named First  

LEXINGTON, KY – Thursday, April 11th 2024 – Keeneland Race Course and Maker’s Mark® Kentucky Bourbon today announced a new chapter in their longstanding partnership with the launch of “Greats of the Gate,” a 10-year commemorative bottle series celebrating Thoroughbred racing’s most iconic horses – featuring a different horse each year.

Arriving this year in October exclusively at select Kentucky retailers, the inaugural bottle will honor the legendary Lexington-foaled Man o’ War, who competed from 1919 to 1920, winning 20 of 21 races, including the Preakness and Belmont Stakes, while establishing seven track records for speed over various distances.

“Keeneland and Maker’s Mark have a rich history of working hand-in-hand to support organizations making an impact in Kentucky,” said Rob Samuels, Managing Director of Maker’s Mark and eighth-generation whisky maker. “We’re honored to partner each year in such a meaningful way, dating back to when Keeneland was our first customer serving Maker’s Mark in the 1950s and setting the stage for decades of collaboration to follow.”

The limited-editon bottle features an illustration by Kentucky artist Tyler Robertson with artwork wrapping around the bottle in yellow and black – the racing colors for Man o’ War. The horse is shown on both sides of the bottle in streaks of yellow to connote him coming around the final turn and heading down the stretch to the finish. The bottle’s crown will be dipped in bright yellow wax and topped with a black silk ribbon. This bottle will be available in October exclusively at select Kentucky retailers that sell Maker’s Mark.

Proceeds from each year’s “Greats of the Gate” bottle will benefit nonprofits that support Kentucky culture, including the horseracing industry, hospitality and the arts. Over the course of the 10 years, Keeneland and Maker’s Mark are committed to raising $4 million for various Kentucky nonprofit organizations through this bottle series.

“Keeneland is proud to continue our longstanding partnership with Maker’s Mark to benefit both the Thoroughbred industry and our local communities,” Keeneland President and CEO Shannon Arvin said. “Keeneland and Maker’s Mark share a mission of service and philanthropy, and the commemorative bottles have been a fun way to engage our fans and support deserving organizations through the years.”

For the first three years of the 10-year series, the “Greats of the Gate” bottle will support Kentucky Harvest, Art Center of the Bluegrass and Blue Grass Farms Charities.  The Art Center of the Bluegrass connects people to art, culture, and creativity through exhibits, hands on art making, arts appreciation, and cultural experiences, while the mission of Kentucky Harvest is to end local hunger by connecting with food donors and engaging volunteers to rescue excess food and move it from those who have it to those in need.

Blue Grass Farms Charities (BGFC), which celebrates its 20th anniversary this year, provides health and human services to those who work in the Central Kentucky Thoroughbred Industry, including a much-needed food assistance program. Proceeds from the Man o’ War bottle will support construction of a new food pantry located at The Thoroughbred Center (TTC) on Paris Pike, Keeneland’s year-round training facility, making it accessible to the greatest number of industry workers. BGFC continues to serve Fayette, Bourbon, Woodford, Scott and Jessamine area farms and facilities.

About Keeneland Race Course

Since its first race meet more than 85 years ago, the Keeneland Association has devoted itself to the health and vibrancy of the Thoroughbred industry. The world’s largest Thoroughbred auction house, Keeneland conducts five sales a year, in January, April, September and November. Graduates of Keeneland sales dominate racing across the globe at every level. In April and October, Keeneland offers some of the highest-caliber and richest Thoroughbred racing in the world. Keeneland hosted the Breeders’ Cup World Championships in 2015, 2020 and 2022. Uniquely structured, Keeneland is a privately held company with a not-for-profit mission that returns its earnings to the industry and the community in the form of higher purses and millions of dollars donated in support of horse industry initiatives and charitable contributions for education, research, and health and human services throughout Central Kentucky. Keeneland also maintains the Keeneland Library, a world-renowned public research institution with the mission of preserving information about the Thoroughbred industry. To learn more, visit https://www.keeneland.com/.

About Maker’s Mark® Kentucky Bourbon

In 1953, in Loretto, Ky., Bill Samuels, Sr., fulfilled his dream to create a handmade and delicious bourbon. He decided to make his whisky in small batches, using soft red winter wheat to enhance the softness and sweetness. He then rotated each barrel by hand for consistency and, finally, aged each barrel to taste. Bill Samuels, Sr., transformed bourbon from a “commodity” into a premium handmade spirit, and today Maker’s Mark continues to make its bourbon the same way. In recent years, Maker’s Mark has introduced thoughtful, super-premium innovations to its portfolio, including Maker’s Mark 46, Maker’s Mark Cask Strength, Maker’s Mark Cellar-Aged, and Maker’s Mark Private Selection, the brand’s custom barrel program. For more information, visit https://www.makersmark.com/.

This article appears here well after the original publication date and as a matter of interest.

BOOKER’S BOURBON ANNOUNCES ‘THE RESERVES’, AN ANNUAL SERIES OF LIMITED-EDITION RELEASES, CELEBRATING BOOKER NOE’S LEGACY

 Booker’s Bourbon ‘The Reserves’ is the Brand’s First Innovation in More Than Five Years

Clermont, Kentucky (August 29, 2024) – Today, The James B. Beam Distilling Co. and Freddie Noe, 8^th Generation Master Distiller, are proud to announce the first innovation coming from Booker’s Bourbon since 2019 – Booker’s Bourbon ‘The Reserves’. The 2024 expression is the first of a new, annual limited-release series by Freddie Noe to commemorate his grandaddy, 6^th Generation Master Distiller Booker Noe, and his contributions to the bourbon world. Booker and Freddie Noe are American Whiskey trailblazers and Booker’s Bourbon ‘The Reserves’ honors Booker’s legacy by creating a full-flavored American Whiskey inspired by how Freddie believes his grandfather would be making whiskey in modern day.

The first release of ‘The Reserves’ is an 8 to 14-year-old blend that Booker’s Bourbon drinkers will recognize and continue to enjoy. Always uncut and unfiltered, always cask strength, and always pulled from the center cut in the warehouse – just as Booker envisioned when he created his Small Batch Bourbon Collection and forever changed the American Whiskey category. However, in many other ways, ‘The Reserves’ is something entirely new; due to the scarcity of the barrels, it’s released in smaller quantities than the four yearly Booker’s Batches and uses fewer, and older, barrels in the blend to achieve a layered and complex flavor profile.

“I created ‘The Reserves’ series to commemorate my grandaddy Booker,” shared Freddie Noe, 8^th Generation Master Distiller of the Fred B. Noe Distillery. “Liquid like this can take a while to find, but when I do, it feels like the Big Man himself picked them out. It’s just the kind of Bourbon I believe my grandaddy would be making if he were still alive with us now.”

The 2024 release spans eight production dates and eight different warehouses, these barrels were aged as follows:

• 8 Years, 2 Months, 12 Days on the 4th floor of warehouse G
• 8 Years, 5 Months, 19 Days on the 5th floor of warehouse I
• 8 Years, 5 Months, 20 Days on the 5th floor of warehouse Z
• 9 Years, 2 Months, 3 Days on the 5th floor of warehouse Q
• 9 Years, 2 Months, 4 Days on the 6th floor of warehouse J
• 9 Years, 5 Months, 18 Days on the 7th floor of warehouse H
• 10 Years, 3 Months, 2 Days on the 4th floor of warehouse X
• 14 Years, 4 Months, 16 Days on the 6th floor of warehouse I

Booker’s Bourbon is inspired by and named after, 6^th Generation Master Distiller, Booker Noe, who was known to have grown up at the distillery, in the heart of Kentucky. Freddie launched Booker’s Bourbon to pay homage to his grandfather, the founder of the “small batch” bourbon category. All Booker’s expressions are bottled uncut and unfiltered with liquid coming from the center of the rackhouse where the temperature and humidity stars align the create the deepest and most intense flavors.

Booker’s Bourbon ‘The Reserves’ 2024 Limited Edition Bourbon will be available in extremely limited quantities nationwide across the U.S. and in-store. For real-time information about Booker’s Bourbon follow along on Instagram @BeamDistilling and www.beamdistilling.com. 

BOOKER’S BOURBON ‘THE RESERVES’ 2024 LIMITED EDITION BOURBON | 125.9 PROOF | SRP: $129.99

NOSE: Notes of dried fruit and nuanced brown sugar sweetness

TASTE: Complex rich vanilla with hints of charred oak

FINISH: Full bodied with long and lingering notes of baking spice

About Booker’s® Bourbon

Booker’s® Bourbon was inspired by a 200-year-old family tradition and came to life when Booker Noe selected the first bottles of Booker’s as holiday gifts for his friends and family. With its instant popularity within Noe’s close circle, Booker’s Bourbon was soon after bottled and made available on shelves for everyone to enjoy. Booker’s Bourbon is one of the only bourbons bottled straight-from-the-barrel at its natural proof, which varies from batch to batch. It is crafted in small batches and aged for six to eight years in charred oak barrels, which are stored in the center of the rack house. Today, Fred Noe personally tastes and selects every batch of Booker’s Bourbon to ensure every bottle contains a robust, full-bodied whiskey that has a taste, aroma and proof that matches Booker’s whiskey preference. 

About Suntory Global Spirits

As a world leader in premium spirits, Suntory Global Spirits inspires the brilliance of life by delivering great consumer experiences through its world-class portfolio of brands.  Known for its craftsmanship of premium whiskies, including Jim Beam®, Maker’s Mark®, Basil Hayden® and Knob Creek® bourbons; Japanese whiskies, including Yamazaki®, Hakushu®, Hibiki® and Toki™; and leading Scotch brands including Teacher’s, Laphroaig® and Bowmore®, Suntory Global Spirits also produces leading brands such as Courvoisier® cognac, Tres Generaciones®, El Tesoro® and Hornitos® tequila, Roku™ and Sipsmith® gin, Canadian Club® whisky, and is a world leader in ready-to-drink cocktails, with brands like -196 and On The Rocks™ Premium Cocktails.

A global company with approximately 6,000 employees in more than 30 countries, one of Suntory Global Spirits’ core values is Growing for Good and through its Proof Positive sustainability strategy, the company has committed to ambitious goals and investments to promote environmental sustainability in its operations, ensure the company has a positive impact on the communities where employees live and work, and programs to educate and inform consumers to make the right personal choices about drinking. Headquartered in New York City, Suntory Global Spirits is a subsidiary of Suntory Holdings Limited of Japan. For more information on Suntory Global Spirits, its brands, and its commitment to social responsibility, please visit www.suntoryglobalspirits.com.

A New Perspective From Jura Whisky

The UK’s Number 1 Single Malt Scotch Whisky unveils

a new Limited Edition expression

 Jura today announced Perspective No.1, the first in a new series of expressions created by the Single Malt Scotch Whisky Distillery at the heart of a Scottish island community, off the West Coast of Scotland.

Joe Ricketts, Jura’s Whisky Maker, commented: “We are particularly proud of this expression which we have quietly been developing at Jura. 

“Perspective No.01 is a 16-year-old Single Malt which is a soft, fruity take on Jura’s complex island spirit, highlighting core elements of the distillery character with notes of peach, assorted dried citrus, wildflower honey and toasted walnut.” 

Jura Single Malt Whisky has flourished, to become an internationally recognised Scotch Whisky brand, and the UK’s favourite Single Malt*. The new series has been created to excite whisky explorers and connoisseurs, with each expression showcasing natural colour, non-chill-filtration and bottled at a specifically selected alcohol strength (46.5% ABV). Each bottle carries a striking geometric design of gold and black, which is unique to each bottle, meaning no two bottles are the same and in subsequent years followers of Perspectives will be able to collect a set that is unique to them.

Jura Perspective No.1 is a fresh take on the island distillery’s signature style, whilst offering whisky explorers new dimensions of flavour to enjoy. Fruity, aromatic, and coastal, Jura’s house style is ripe for exploration. The Distillery’s exceptionally tall stills provide the fruity base of the new make spirit, which is enhanced in Perspective No. 01, which has a finish in Oloroso sherry casks, and is carefully balanced by the whisky maker. This whisky is an expression to delight the whisky aficionado.

The first release in the series is a nod to an old favourite of the distillery team, Diurach’s Own. The team have taken what was loved best from the distillery favourite and added their own stamp to create a whisky which is inspired by the whisky makers who came before, but which represents Jura’s house style today.

Jura’s story is one of resilience, community and a shared love of whisky. Sixty years ago, the distillery was reopened with a clear purpose: to support a tiny Scottish Island community in a changing and modern world. The islanders, resourceful and ingenious, have been the driving force behind Jura’s continued evolution and prosperity. They constantly discover new ways to enhance their island, strengthen their community, and create exceptional whisky.

In 2023 The Distillery celebrated 60 years since it was reborn. Jura’s island community, at a little over 230 residents, is now thriving and with Jura Single Malt Whisky Distillery at its heart. Perspective No.1 is an invitation to discover what makes Jura special.

Jura Perspective No.1 is available in good spirits stores and stockists in UK, France and select European Markets.

About Jura:

A few miles off the west coast of Scotland you’ll find our beautiful island. Home to roughly 230 islanders, one road, one pub and one whisky distillery. Our beachside distillery was established in 1810 and reborn in 1963 to ensure life on the island continued to thrive. Ever since then, Jura Single Malt Whisky has flourished and our tiny island community has been making whiskies that reflect their unwavering passion and tenacity.

*Jura No1 Volume Neilsen: Total Off Trade for last 3 years, No.2 in value 2yrs ago and then No.1 in value for the last 2 years.

Nielsen MAT data to 15^th June 2024

Tasting Notes:

Sienna gold in colour Perspective No.01 is fruity, aromatic & coastal with notes of stone fruit, dried citrus and toasted walnut, interwoven with salted toffee and delicate coastal notes. This single malt scotch also offers white peach, wildflower honey and citrus oil, alongside subtle hints of cassia and cacao nib.

Product information:

Jura Perspective No.01, 16-Year-Old

ABV: 46.5%

Available in 70cl, launching in the UK, key European markets and select Asian markets

Evan Williams Bourbon Announces Partnership to Become Game Day’s #1 Pour with Learfield

‘Evan Williams Bourbon Nation’ platform aims to enhance the game day experience for collegiate sports fans around the country in a multi-year deal beginning this fall

BARDSTOWN, Ky. – Evan Williams Bourbon today announced a new partnership with Learfield, the media and technology company with ties to more than 1,200 of the nation’s top collegiate properties across its enterprise, for a multiple-year deal beginning this August.  As part of this sponsorship, Evan Williams will be one of the first Bourbons to partner with some of our nation’s top college athletic programs, including University of Florida, Syracuse University, TCU, Ohio State University and University of Alabama. Fans cheering from the stands, kicking back at a tailgate, or coaching from their couch can join ‘Evan Williams Bourbon Nation’ to celebrate their team now that Kentucky’s 1^st Distiller is becoming Game Day’s #1 Pour.

“From pre-game rituals to post-win celebrations, Evan Williams is the bourbon that scores with college sports fans and alumni,” said Molly Vincent, Senior Manager of the Evan Williams Brand. “We’re thrilled to bring Evan Williams together with this very loyal and enthusiastic audience who appreciates the excitement of a great play as much as a great pour and knows how to celebrate responsibly.”

This unique and exciting partnership gives Evan Williams the opportunity to show up everywhere fans are and help the most avid supporters show their school spirit. The partnership will be activated through in-stadium signage, branded bar spaces, and tailgate activations at the five select schools, while also being promoted through local and regional media, in store and on-premise beginning with the 2024 NCAA football season.

The time and passion needed for crafting a great bourbon like Evan Williams is equal to the enthusiasm and dedication of die-hard fans supporting their teams. Touting some of the most wide-reaching, loyal fan and alumni bases in college sports, Evan Williams will cultivate new and exciting ways to give fans of these universities across the country the connection to the game day experience.

“By integrating Evan Williams into the game day experience, we aim to enhance how fans connect with their favorite teams,” said Shawn Hegan, Executive Vice President of Global Partnerships at Learfield. “We’re not just bringing a great bourbon to the fans – we’re creating new ways for people to enjoy and celebrate their passion for college sports. We’re looking forward to building and expanding this partnership for years to come.”

The partnership also marks the debut of Evan Williams’ national college sports platform – ‘Evan Williams Bourbon Nation’.  Rolling out nationally this spring, the ‘Evan Williams Bourbon Nation’ platform will target all collegiate sports fans and the broad array of college sporting events across the country with a particular focus on football and basketball. The platform will be supported with prominent media placements in premium college sports programming along with high-reach digital advertising and social media efforts, on-premise activations, custom cocktails, consumer promotions and in-store displays to round out the 360-degree campaign. Evan Williams and Learfield are thrilled to bring Game Day’s #1 Pour to college sports enthusiasts across the country seeking to responsibly celebrate their favorite sports and teams.

ABOUT EVAN WILLIAMS: The flagship Bourbon of Heaven Hill Distillery, Evan Williams is among the leaders in the rapidly growing American Whiskey segment as the world’s second largest-selling Bourbon. In 1783, the brand’s namesake opened Kentucky’s First Distillery on the banks of the Ohio River. Many years and barrels later, Evan Williams Bourbon is still produced the right way, using the same time-honored methods. As an American-made and American-owned brand, Evan Williams has recognized true American heroes through their exceptional stories of honor and bravery on special edition American-Made Hero labels for the past nine years, now supported by the American-Made Heroes Foundation Fund. The Evan Williams Bourbon Experience (www.EvanWilliamsBourbonExperience.com) celebrates the legacy of Evan Williams through an immersive visitor’s center experience which brings to life the history and tradition of Kentucky’s native spirit as an official stop on the Kentucky Bourbon Trail. Learn more at www.EvanWilliams.com. Heaven Hill reminds everyone to think wisely, drink wisely®.

ABOUT LEARFIELD: Learfield is the leading media and technology company powering college athletics. Through its digital and physical platforms, Learfield owns and leverages a deep data set and relationships in the industry to drive revenue, growth, brand awareness, and fan engagement for brands, sports, and entertainment properties. With ties to over 1,200 collegiate institutions and over 12,000 local and national brand partners, Learfield’s presence in college sports and live events delivers influence and maximizes reach to target audiences. With solutions for a 365-day, 24/7 fan experience, Learfield enables schools and brands to connect with fans through licensed merchandise, game ticketing, donor identification for athletic programs, exclusive custom content, innovative marketing initiatives, NIL solutions, and advanced digital platforms. Since 2008, it has served as title sponsor for the acclaimed Learfield Directors’ Cup, supporting athletic departments across all divisions.

DOUGLAS LAING LAUNCHES LIMITED EDITION EPICUREAN LOWLAND MALT SCOTCH WHISKY FINISHED IN CALVADOS CASKS

Douglas Laing & Co. proudly announces the release of The Epicurean Calvados Limited Edition, a unique blend that marries the floral Lowland Malts of Scotland with the orchard notes of Calvados from the Normandy region, Northern France. This exclusive release, limited to just 1,800 bottles worldwide, is said to be a “celebration of tradition, innovation, and unparalleled craftsmanship.”

At 48% ABV, the Calvados influence is said to help “elevate The Epicurean’s already fresh, vibrant, and citrusy flavour profile to new heights”. Connoisseurs will delight in the rich nuances imparted by the wood, creating a symphony of crisp apple drops, sweet juicy pears, and warm toffee undertones.

KEY FEATURES:

• Finished in Calvados Casks
• Limited to 1,800 Bottles Globally
• No Colouring or Chill-Filtration
• Premium Foiled Carton packaging
• High Alcohol Strength of 48% ABV
• Gift Carton

TASTING NOTES:

The Epicurean Calvados Limited Edition greets the palate with fresh, vibrant, and citrusy notes, followed by the crispness of apple drops, the sweetness of juicy pears, and the comforting warmth of toffee undertones.

Scott Morrison, Brand Manager commented:

“Our belief is that flavour is created throughout the whisky-making process, but it’s during the interaction between spirit and wood in maturation where it truly flourishes. This special bottling is a testament to that belief, with the Calvados casks imparting rich, nuanced flavours that elevate our Lowland Malt to new heights”.

The Epicurean Calvados Limited Edition is available in select markets around the world, retailing for £65.00 / €77.00.

ABOUT THE EPICUREAN

Instagram: @theepicureanwhisky

Facebook: /dltheepicurean

Meet The Epicurean – our 1930s Glasgow man, a real cheeky character who was ever the life and soul of the party and a connoisseur of fine food and drink. A master of versatility, this fresh, zesty, grassy marriage of the finest Lowland malts is perfect for cocktail hour or simply for sipping.

BALLANTINE’S AND BOILER ROOM LINK WITH SARZ AND FRIENDS TO KICK OFF TRUE MUSIC 10 CELEBRATIONS

The Afrobeats DJ and producer, and special guests, join Ballantine’s and Boiler Room to celebrate ten years of True Music in the first of a series of music experiences for fans across the globe.

To celebrate a decade of its True Music platform, Ballantine’s, the world’s second biggest-selling Scotch whisky, announces True Music 10 – a year-long programme of 10 in-person and broadcast music events. In partnership with long-standing partner Boiler Room, the celebrations will give music fans around the world direct access to some of the most exciting artists across 10 diverse music communities who are shaping global music culture today.

Boiler Room and Ballantine’s will kick off True Music 10 with an intimate pop-up at a secret location in Soho, London on 4^th April for 100 lucky fans – with details announced via social just 30 hours in advance. Serving up a line-up of pioneering music, the opening event will be headlined by Afrobeats DJ and producer, Sarz, alongside his chosen special guests. With a gift for crafting chart-topping hits, Sarz has left an indelible mark on the new-wave Afrobeats music scene, producing revered records for powerhouse artists on tracks including ‘One Dance’, ‘Find Your Way Back’, and ‘Monalisa’.

Sarz comments:

“I’m excited to finally link up with Boiler Room and Ballantine’s to launch the True Music 10th anniversary celebrations in London, a city which has been such an important place for the afrobeats scene to connect worldwide. The True Music series has been a great platform to launch amazing new sounds into the world in recent years and we’re hoping to add to the legendary run with a crazy show, in an intimate space, surrounded by my friends and family. Plus, I’ll be playing some exclusives from my upcoming album!” 

Following its kick off in the UK – the home of Ballantine’s and Boiler Room – the series of True Music 10 pop-ups will continue to Colombia and South Africa, rolling out in select cities, and showcasing some of the most forward-facing True Music artists from each country. Music fans around the world will also be able to tune in and catch the South Africa pop-up shows, broadcast from Durban and Pretoria for free via https://truemusic.boilerroom.tv/.

Boiler Room and Ballantine’s will also be returning to Johannesburg, South Africa, home to one of the partnership’s first ever shows, where they will be throwing their biggest party to date. Taking place on 11^th May, the multi-stage, multi-genre event will showcase some of the world’s most innovative artists including Louie Vega and Kenny Dope’s iconic garage duo; Masters At Work, DBN Gogo, and Toccororo as well as a number of True Music alumni including Coco Em and Scorpion Kings. Guests can sign up for the True Music 10 Johannesburg show now via https://truemusic.boilerroom.tv/, with further shows across the globe to be revealed throughout 2024.

Tom Elton, Head of Culture and Partnerships at Ballantine’s commented:

“The evolution of True Music over the past decade has been remarkable. For 10 strong years, the platform has been committed to representing, supporting, and promoting inclusive music culture by celebrating pioneering local artists and communities from around the world on a global stage. We believe in the power of staying true to yourself and doing things your own way, and over the years we are proud to have worked with some of the most exciting ‘Stay True’ artists, who are propelling music culture forward and making music for passion. Here’s to the next ten. “

Since 2014, Ballantine’s and Boiler Room, have brought together artists and communities from around the world, representing local music culture on a global stage and turning passions into professions. Over the past decade, the duo has hosted inclusive in-person and live-streamed music events from some of the world’s most vibrant music scenes championing, supporting, and representing over 800 pioneering headliners and emerging artists, from over 30 countries across six continents. As part of the celebrations, Ballantine’s will invite fans from around the world the opportunity to browse the True Music archive, where users will be able to stream previous True Music Studios and win tickets to events, exclusive merchandise and redeem Ballantine’s cocktails with partner venues. Access to the digital experience will be via QR codes found in stores, venues and across posters.

Ballantine’s will also continue its ongoing True Music Fund, contributing a further 10 grants over the next year, to support emerging local music-focused organisations and collectives who are driving modern music culture, with further details to be announced in late 2024.

Invites to the True Music 10 London pop-up event are extremely limited and will be available for only 30 hours ahead of the show. To be the first to hear when invites are available for any True Music 10 events, follow @boilerroomTV and @ballantines on socials and sign up HERE.

This article appears here well after the original publication date and as a matter of interest.

Moët Hennessy and Beyoncé Knowles-Carter Launch Groundbreaking New Whisky – SirDavis

 The award-winning spirit offers a new, unexpected take on American whisky

AUGUST 20, 2024 – Moët Hennessy, a subsidiary of LVMH, has joined forces with Beyoncé Knowles-Carter to create SirDavis, a groundbreaking new whisky. The first-of-its-kind joint venture reflects a shared vision between Knowles-Carter and Moët Hennessy, two vanguards of culture and craft, around the future of American whisky.

This unique product was years in the making after Knowles-Carter, a Japanese whisky enthusiast, sought out Moët Hennessy to help craft a one-of-a-kind flavor profile that reflected her whisky ideal. Meanwhile, Moët Hennessy had been exploring ways to deepen its presence in the American whisky market, making the timing kismet for a partnership between the world-leading luxury group and Knowles-Carter.

“I’ve always been drawn to the power and confidence I feel when drinking quality whisky and wanted to invite more people to experience that feeling,” says SirDavis Founder Beyoncé Knowles-Carter. “When I discovered that my great-grandfather had been a moonshine man, it felt like my love for whisky was fated. SirDavis is a way for me to pay homage to him, uniting us through a new shared legacy. In partnering with Moët Hennessy, we have crafted a delicious American whisky that respects tradition but also empowers people to experience something new and unique in the category. You can taste it better than I could ever tell you — welcome, SirDavis.”

SirDavis is named in honor of Davis Hogue, Knowles-Carter’s paternal great-grandfather, who was a farmer and a moonshiner in the American South during Prohibition. He stashed whisky bottles in the empty knots of cedar trees for friends and kin to find and enjoy. For Knowles-Carter, it was this discovery that made the idea of creating a whisky brand feel predestined. Four generations later, the legacy comes to life – rather than hidden in the trees, bottles of SirDavis proudly grace the top shelves of fine purveyors of spirits around the world.

“SirDavis is not only a revelatory and exceptional American Whisky, which we are very proud of. It is also a testament of the unwavering dedication to craftsmanship, heritage and innovation shared by LVMH and Beyoncé Knowles-Carter,” said Bernard Arnault, Chairman and Chief Executive Officer of LVMH.

Moët Hennessy tapped Dr. Bill Lumsden, one of the world’s most awarded and highly regarded Master Distillers for his work on Scotch whisky brands Glenmorangie and Ardbeg, to lead on whisky creation.

Lumsden selected the brand’s bespoke mash bill — one of the rarest new offerings in the world of American whisky composed of 51% rye and 49% malted barley — to serve as the backbone of the liquid. Lumsden then combined traditional whisky-making techniques to impart an elegant mouthfeel and texture reminiscent of Japanese and Scotch whiskies, while retaining the robust and deep flavors typical of classic American rye.

“With SirDavis, we looked to challenge the category norms and offer something new in the space,” said Lumsden. “The distinctive grain selection and unusual secondary maturation in sherry casks helped us achieve a signature profile completely unique to SirDavis, one of bold sophistication.”

Moët Hennessy and Knowles-Carter’s shared commitment to excellence was key to the partnership and the product. To validate SirDavis’s quality, the liquid was anonymously submitted to numerous prestigious spirits competitions prior to launch. SirDavis won Best In Class for American Whiskey from the 2023 SIP

Awards, outperforming over 100 other entries in the category. Awarded to only one brand per category, this award is reserved for premium spirits receiving scores in the pinnacle of their respective categories and is SIP’s highest acclaim from consumer judges. Other notable scores include a Gold Medal (95 points) from the 2023 New York International Spirits Competition and a 93-point rating from the 2023 Ultimate Spirits Challenge.

Knowles-Carter also lent her visionary artistic direction to the brand’s bottle design – a tall, eye-catching bottle with intentional design elements that make the vessel an unmistakable beacon of luxury.

The SirDavis bottle is striking and clean, with ribbed glass that beautifully catches light and highlights the liquid. It also features a black medallion with a regal bronzed horse, emblematic of strength and respect and symbolizing Knowles-Carter’s Texas roots.

In another nod to Knowles-Carter’s Southern heritage, the whisky is finished, blended and bottled in her home state of Texas. Unlike other acquired brands, SirDavis also makes history as Moët Hennessy’s first spirits brand developed entirely internally by Moët Hennessy in the United States. SirDavis is headquartered out of Houston, Texas.

SirDavis retails for £79 and is available for pre-order via SirDavis.com. Product will be available at retail across the U.K as well as in select airports (LAX/JFK/SFO) and stores across the U.S, Paris, and Tokyo in September 2024.

ABOUT SIRDAVIS AMERICAN WHISKY

A first-of-its-kind joint venture, SirDavis reflects a shared vision between Moët Hennessy and Beyoncé Knowles-Carter around the future of American whisky. With a distinctive taste profile that delights both seasoned whisky connoisseurs and new enthusiasts, SirDavis is on a mission to redefine the category and invite new consumers to feel welcome to participate in the world of luxury whisky.

Crafted with Moet Hennessy’s own five-time International Whisky Competition Master Distiller of the Year Dr. Bill Lumsden, SirDavis offers a one-of-a-kind taste profile that redefines the taste of American whisky with inspiration from Japanese and Scottish styles. In an evolution from category norms, the SirDavis mash bill includes 51% rye and a noteworthy 49% barley. The spirit’s secondary maturation in sherry casks resulted in its silky, sophisticated profile with layers of dark red fruits and spices like clove and cinnamon. This duality of rounding out rye’s characteristically spicy notes with structured flavors of juicy red fruit offers an entirely new interpretation of this spirit, suitable for connoisseurs and newcomers alike. The award-winning liquid received Platinum and was named Best In Class by the 2023 SIP Awards, 95 points and Gold from the 2023 New York International Spirits Competition, and 93 points from the 2023 Ultimate Spirits Challenge. SirDavis is finished, blended and bottled in Knowles-Carter’s home state of Texas.

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ABOUT MOËT HENNESSY

Moët Hennessy is the wine and spirits division of LVMH, which also owns renowned wine estates through “LVMH Vins d’Exceptions.” Moët Hennessy is a group of twenty-seven Maisons, internationally recognized for the richness of their terroirs, the quality of their products and the craftsmanship with which they are created. For many years, Moët Hennessy has been committed to its environmental and social program, Living Soils Living Together.

Ao Yun, Ardbeg, Armand de Brignac, Belvedere, Bodega Numanthia, Chandon, Château d’Esclans, Château Galoupet, Cheval des Andes, Clos19, Cloudy Bay, Cravan, Dom Pérignon, Eminente, Glenmorangie, Hennessy, Joseph Phelps Vineyards, Krug, Mercier, Minuty, Moët & Chandon, Newton, Ruinart, Terrazas de los Andes, Veuve Clicquot, Volcán de mi Tierra, Woodinville.

LITTLE BOOK® ANNOUNCES INAUGURAL SERIES, ‘THE INFINITE’, A PERPETUAL TRIBUTE TO THREE GENERATIONS OF JAMES B. BEAM DISTILLING CO.
MASTER DISTILLERS

Little Book’s ’The Infinite: Edition 1’ is the First-Ever Brand Extension Featuring Whiskey Laid Down by Three Generations of Noe Family Master Distillers

Clermont, Kentucky (August 27, 2024) – Today, The James B. Beam Distilling Co. and Freddie Noe, 8th Generation Master Distiller, are proud to announce the first line extension and inaugural Little Book series, Little Book ‘The Infinite: Edition 1’ Kentucky Straight Bourbon Whiskey. The newest release honors more than two hundred years of rich Beam and Noe family history through a blend of whiskeys laid down by three trailblazing American Whiskey distillers: 6th Generation Master Distiller, Booker Noe, 7th Generation Master Distiller Fred Noe, and 8th Generation Master Distiller, Freddie Noe. Little Book ‘The Infinite: Edition 1’ will serve as the foundation of the line extension utilizing liquid from generations of the Noe Family through every future release.

In the Fred B. Noe distillery at the James B. Beam Distilling Co.’s Clermont campus, Freddie Noe was experimenting with blending varying aged whiskeys, when he sought to blend barrels his father, Fred Noe, and grandfather, Booker Noe, laid down, resulting in a perfectly balanced profile forming ‘The Infinite’. Each year, new whiskey will be added to the blend, delivering an ever-evolving confluence of artistry for a unique experience while pushing the boundaries of flavor and tradition. It’s this initial, proprietary blend that sets the series apart from other Little Book chapters.

“My father and I are lucky enough to work together, side by side as Master Distillers, and I know he always dreamed of that with his own father, my Grandaddy Booker,” shared Freddie Noe, 8th Generation Master Distiller. “This new series pays tribute to that dream and inspired the first Edition of Little Book ‘The Infinite’, a multigenerational liquid that will form the foundation of all future releases. Once a year, I’ll bottle some up for the world to try. So, savor this whiskey today, and come back in a year for its next evolution.”

Little Book ‘The Infinite: Edition 1’ includes the following liquids:
• Booker Noe’s Component: Kentucky Straight Bourbon Whiskey, Aged 20 years
• Fred Noe’s Component: Kentucky Straight Bourbon Whiskey, Aged 14 years
• Freddie Noe’s Component: Kentucky Straight Bourbon Whiskey, Aged 7 years
• Shared Family Component: Kentucky Straight Bourbon Whiskey, Aged 8 Years

Little Book started in 2012 when Fred asked Freddie if he wanted to join the family business. Without hesitation, Freddie said yes, embarking on a journey through distillery operations and discovering a fascination with blending different aged spirits. This passion for tinkering and innovation led to the creation of Little Book®, a nickname given to Freddie growing up by Booker.

Little Book ‘The Infinite: Edition 1’ will be available in limited quantities nationwide across the U.S., in-store and consumers can go tolittlebookwhiskey.com for more retail locations. For real-time information about Little Book follow on Instagram @BeamDistilling and www.beamdistilling.com.

LITTLE BOOK THE INFINITE, EDITION I | 59.65% ABV | SRP: $199.99

Edition I: The bourbon distilled by Booker Noe lays the groundwork with notes of oak, char, and smoke. Fred Noe’s bourbon brings in rich flavors of dark fruit, cherry, and brown sweets. And it’s all rounded out with bourbon Freddie Noe made where caramel, vanilla, and spice notes really shine through. Perfectly balanced yet unlike anything made before.

Color: Burnt umber with auburn hues
Aroma: Dark stone fruit, charred oak
Taste: Deep brown sweets with notes of caramel & vanilla, hint of smoke
Finish: Full-bodied with lingering notes of smoke & baking spice

About Little Book®
Little Book is the first product released by Freddie Noe, Eighth Generation Master Distiller of the Fred B. Noe Distillery. An annual, limited-release series, Little Book features new and unique high-quality blends each year that bring to life Freddie’s passion for blending and his curiosity for the limitless taste profiles that can be achieved through the process. Little Book is named as a nod to Freddie’s childhood nickname, given to him for the many qualities he shared with his granddad, Booker Noe.

About Suntory Global Spirits
As a world leader in premium spirits, Suntory Global Spirits inspires the brilliance of life by delivering great consumer experiences through its world-class portfolio of brands. Known for its craftsmanship of premium whiskies, including Jim Beam®, Maker’s Mark®, Basil Hayden® and Knob Creek® bourbons; Japanese whiskies, including Yamazaki®, Hakushu®, Hibiki® and Toki™; and leading Scotch brands including Teacher’s, Laphroaig® and Bowmore®, Suntory Global Spirits also produces leading brands such as Courvoisier® cognac, Tres Generaciones®, El Tesoro® and Hornitos® tequila, Roku™ and Sipsmith® gin, Canadian Club® whisky, and is a world leader in ready-to-drink cocktails, with brands like -196 and On The Rocks™ Premium Cocktails.

A global company with approximately 6,000 employees in more than 30 countries, one of Suntory Global Spirits’ core values is Growing for Good and through its Proof Positive sustainability strategy, the company has committed to ambitious goals and investments to promote environmental sustainability in its operations, ensure the company has a positive impact on the communities where employees live and work, and programs to educate and inform consumers to make the right personal choices about drinking. Headquartered in New York City, Suntory Global Spirits is a subsidiary of Suntory Holdings Limited of Japan. For more information on Suntory Global Spirits, its brands, and its commitment to social responsibility, please visit www.suntoryglobalspirits.com

Heaven Hill Distillery Announces 2024 Parker’s Heritage Collection® Limited Edition Bottling  

18^th Edition of the annual ultra-premium release is a 14-year-old Malt Whiskey Finished in Reconstructed Heavy Toast Cognac Barrels

BARDSTOWN, Ky. (August 27, 2024) – Heaven Hill Distillery announced today the release of the 18^th edition of the Parker’s Heritage Collection® featuring a 14-year-old Kentucky Straight Malt Whiskey Finished in Reconstructed Heavy Toast Cognac Barrels. The 18^th Edition is an allocated product and will be available nationally and internationally in limited quantities at the suggested retail price of $169.99. Like previous editions, a portion of the proceeds will continue to support ALS research and patient care in honor of Parker Beam, late Master Distiller Emeritus.

This edition is made possible due to the continued partnership with Master Blender Alain Royer, who Heaven Hill has partnered with on two previous Parker’s Heritage Collection releases. It is comprised of 14-year-old Malt Whiskey that was barreled in March 2009. The 128 Malt Whiskey barrels were dumped and then finished in 56 larger, reconstructed heavy toast Cognac barrels for almost four months. The original Malt Whiskey barrels are from the fourth floor of Rickhouse O and the sixth floor of Rickhouse Q. Once re-barreled, the Cognac barrels aged in Rickhouse H1 on the fifth floor. The mashbill for this edition is comprised of 65% malted barley and 35% corn and bottled at 107 proof.  The Whiskey is described as rich and velvety with flavors of molasses and bittersweet chocolate followed by cloves and nutmeg. At bottling, the liquid was non-chill filtered to preserve the natural flavors of the aging process.

“We are excited to continue to work with Alain Royer as we look for more ways to innovate with barrel finished products,” said Susan Wahl, Vice President of American Whiskey at Heaven Hill. “In honoring Parker’s enduring legacy, Heaven Hill Distillery remains steadfast in our commitment to uphold the high standards he set. With this latest expression, we celebrate Parker’s influence on and dedication to innovating outside of Heaven Hill’s traditional Bourbon mashbills by crafting a Whiskey that embodies his spirit as we continue to support ALS research and patient care.”

The late Heaven Hill Master Distiller Parker Beam, for whom the acclaimed series is named, was diagnosed with Amyotrophic Lateral Sclerosis (also called ALS or Lou Gehrig’s disease) in 2010. Since 2013, proceeds from sales of the Parker’s Heritage Collection have raised more than $1.3 million dollars toward ALS research and patient care through contributions made by Heaven Hill for each bottle purchased. With this edition, Heaven Hill will again contribute a portion of the proceeds from each bottle sold to the ALS Association. To learn more about The Parker Beam Promise of Hope Fund, please visit als.org/parker-beam-promise-hope-fund.

Packaged in the same upscale 750ml bottle as the previous seventeen editions, but with a garnet-colored label, the newest Parker’s Heritage Collection is available in a three-bottle case and will arrive at retail locations starting in September. With previous releases having won multiple awards from Whisky Advocate, Whisky Magazine, the Ultimate Spirits Challenge and the San Francisco World Spirits Competition, the series stands as some of the most critically lauded American Whiskeys in recent memory. Past bottlings have won awards ranging from “Best Special Barrel Finished Bourbon” and “Best North American Whiskey” to “American Whiskey of the Year” and “Best of Show, Brown Spirits.”

ABOUT HEAVEN HILL DISTILLERY: Founded in Kentucky by the Shapira family in 1935, Heaven Hill Distillery continues its legacy as one of the foremost American Whiskey producers. Heaven Hill has cultivated the traditions and history of America’s Native Spirit with its fierce independence, passionate family ownership, dedication to quality, and thoughtful innovation. Today, Heaven Hill Distillery maintains over 2 million barrels aging in more than 70 warehouses throughout Nelson and Jefferson Counties. It is home to an award-winning collection of American Whiskeys including Elijah Craig Bourbon, Larceny Bourbon, Evan Williams Bourbon, Pikesville Rye Whiskey, Rittenhouse Rye Whisky, Parker’s Heritage Collection, and Old Fitzgerald along with its extensive Bottled-in-Bond label collection. Heaven Hill Distillery currently holds the title of 2024 and 2023 Whisky Magazine Distillery of the Year and 2023 World’s Best Small Batch Bourbon from the Icons of Whisky, as well as the 2022 Large Spirits Producer of the Year from the Ascot Awards. Heaven Hill Distillery held the title of 2020 Whisky Advocate Whisky of the Year, the second Whisky of the Year for Heaven Hill Distillery in the past four years. In 2019 Heaven Hill Distillery was named San Francisco World Spirits Competition Distillery of the Year, Best in Show Whisky, and previously held the titles of 2018 San Francisco Spirits Word Spirits Competition Best Bourbon, 2016 Whisky Magazine Distillery of the Year. For more information, please visit www.heavenhilldistillery.com.

THE SINGLE CASK ANNOUNCE CHARITY BOTTLING IN SUPPORT OF THE DRINKS TRUST

Award-winning independent bottler The Single Cask is donating an ‘Ultra Rare’ single malt scotch whisky from their Glenrothes-based warehouse in a special first-time collaboration with The Drinks Trust.  

The Single Cask – home to a warehouse in Glenrothes of over 3000 casks – has collaborated with drinks and hospitality charity The Drinks Trust to release an ‘Ultra Rare’ single cask whisky from Teaninich Distillery. Priced at £79.00, the charity bottling will be released via The Single Cask website on Monday 26th August with all proceeds to support The Drinks Trust.

Born from The Single Cask’s Family Series, the 10-year-old bottling from Teaninich Distillery is 1 of only 54 bottles, finished in a Madeira wine barrel and falls under The Single Cask’s ‘Playful’ mood category. The striking label design merges casks with pineapples to highlight the fruity notes in the whisky, while using bright colours to bring a sense of happiness, inclusiveness and a warmth.

The ‘Ultra Rare’ whisky has been taste-tested by The Single Cask’s expert team of Taste Masters; bright copper in colour with a fresh, fruity nose of passion fruit, drizzled in honey syrup. In taste it’s sweet blossom honey, with a citrus tang of blood orange, delicate spice, orange zest, and crème brûlée. Full tasting notes can be found on The Single Cask’s website: https://www.thesinglecask.co.uk/

The whisky bottler recently took on the challenge of demystifying whisky flavour as they relaunched their brand. By using five mood categories, whisky fans can quickly navigate to whichever whiskies they are in the mood for. Every one of the 3000 casks in The Single Cask’s Glenrothes warehouse fits within one of their five mood categories: Cheerful, Playful, Bold, Curious and Easy-going.

The Drinks Trust is a charity dedicated to the drinks and hospitality workforce. It strives to empower the drinks industry and offers services including financial assistance, wellbeing support and industry training. In 2023,  The Drinks Trust supported over 5,400 beneficiary acts and spent nearly £720,000 on support services.

Jan Damen, General Manager at The Single Cask, said: “Charities like The Drinks Trust offer outstanding support to our industry. We are very proud of our collaboration and delighted to help wherever we can. We love working with inspiring people doing good for the drinks industry and that’s exactly what The Drinks Trust does. The Single Cask only bottles exciting and entertaining whiskies worth talking about, and this ‘Ultra Rare’ release is definitely worth talking about!”

Ross Carter, CEO of The Drinks Trust added: “Our collaborations with donors, including The Single Cask, are rapidly evolving and enabling the delivery of crucial funds and services to our beneficiaries facing hardship. These partnerships also assist businesses in achieving their CSR goals, benefiting the entire industry and raising the charity’s profile, allowing us to extend our reach and impact even further. We couldn’t be more grateful to The Single Cask team for their generous support.” 

The Single Cask pride themselves on bottling only the most outstanding, characterful, and distinctive single casks of whisky. The company values the distinct personality and cherishes the individuality of every

The Single Cask
The Single Cask was founded in 2010 by Ben Curtis, built on the belief that the search for the ultimate dram never ends. Bottling unique spirits, hand-picked one cask at a time – The Single Cask bottles award-winning whiskies at natural cask strength, without any intervention such as chill filtration or artificial colours.

Powered by the incredible sense of togetherness whisky creates and a growing fascination with the one-of-a-kind personality of single cask bottlings, the passion soon led to the launch of their first bar in Singapore.

Now with a Glenrothes-based warehouse home to over 3000 casks, new retailers, on-trade partners and importers (such as the newly appointed High Spirits in the Netherlands) they are creating an ever-growing fan club family.

The Single Cask’s expertise is in the sourcing of casks and in the maturation – a bold pursuit to uncover whiskies that are both of exceptional quality and character. All their bottlings are tasting panel approved by The Single Cask Taste Masters – an exclusive panel of experts who seek out the thrill of the taste, helping it to become the best experience possible.

The Drinks Trust
The Drinks Trust is the charity dedicated to the drinks and hospitality workforce. It strives to empower our industry people through services designed to assist financially, restore well-being and develop skills, and to do so with compassion and respect. In doing so, The Drinks Trust seeks to create an equitable industry where opportunities to thrive are open to all. To find out more, please visit www.drinkstrust.org.uk For media enquiries, please email Alessandra Brugola, Marketing Manager, at alessandra@drinkstrust.org.uk

Website – https://www.thesinglecask.co.uk/

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Facebook – @thesinglecaskuk

Twitter – @thesinglecask

Instagram – @thesinglecask_official