VILLEROY & BOCH RAISES THE BAR WITH NEW FINE FLAVOUR COLLECTION 

Whisky aficionados and epicures everywhere will delight in the sensory experience now made possible by Villeroy & Boch’s new Fine Flavour collection with two distinct lines—American Bar and Scotch Whisky.

By embracing the complexity of origin, the elegant crystal glassware complements the distinct flavors of various whisky varieties and is destined to be applauded by both connoisseurs and the occasional enthusiast.

Each line boasts exclusive Villeroy & Boch quality and optimum design, which carefully considers the variations in ingredients, production process, storage and origin of the whisky to be enjoyed from the superior crystal glassware.

The American Bar line features seven elegant pieces in a variety of sizes and was created to serve whiskey (with an “e”) distilled in America or Ireland.  The simple design boasts a narrow mouth and thick base to keep ice cold and is the perfect accessory for serving whiskey cocktails straight or “on the rocks.”

The Scotch Whisky line has been specially created for more exclusive varieties. With four product groups, including Single Grain, Single Malt, Blended Scotch and Decanters, the classic contour and optimum shape enable the nose to fully absorb the aroma of the whisky.

Designed to complement the taste of any distinctive spirit, the Fine Flavour collection – available as a gift box set of two – will be available in stores and online in November.

Sazerac Offers Two Canadian Whisky Suggestions

For Father’s Day 

The “Comeback Category” has a Single Barrel and Small Batch Offering Fit for any Budget

NEW ORLEANS, lA.  – With Father’s Day just around the corner, it’s time to get dear ol’ dad some amazing new whisky from a long forgotten category.

Until recently, Canadian whisky had deteriorated in prestige as consumer tastes moved to products like Bourbon and Scotch.  But that is changing and Canadian Whisky is now enjoying a renaissance of sorts as distillers like Sazerac have come out with premium offerings such as Caribou Crossing, the world’s first single barrel Canadian whisky, and Royal Canadian Small Batch Canadian whisky. 

“We introduced Caribou Crossing and Royal Canadian Small Batch last Spring and both brands are really starting to gain traction,” said Kevin Richards, Canadian Whisky brand manager at Sazerac, “Consumers are starting to become interested again in the Canadian whisky segment and with both of these brands picking up some very nice awards and ratings in the last year, consumers are becoming curious about rediscovering this once very popular segment of the liquor store.” 

In the past year, Caribou Crossing has received a 93 rating from John Hansell at Malt Advocate; was named “2010 Canadian Whisky of the Year” by canadianwhisky.org; won a double gold medal at the 2010 San Francisco World Spirits Competition; a gold medal and “90” rating from Tastings.com (Beverage Testing Institute); a gold medal and “90” rating at the 2010 Ultimate Spirits Challenge; a silver medal and best in class at the 2010 International Wine and Spirits Competition; and a bronze medal at the 2010 Los Angeles International Wine and Spirits Competition. Whisky buffs can expect to taste radiantly-hued nectar with a nod to the tantalizing silky texture provided by the barrel. The rye grain cuts through the wood flavors making its spicy presence known without risking the creamy vanilla custard smoothness. The finish is oak with an orangey tang.

Not to be outdone, Royal Canadian Small Batch won a gold medal and “90” rating from Tastings.com (Beverage Testing Institute); a “90” rating from Wine Enthusiast; a silver medal in the 2011 Ultimate Spirits Challenge; and a bronze medal at the 2011 World Spirits Competition. Royal Canadian is sweet and smoky like a Memphis BBQ. The initial sip is velvety smooth with huge flavors. There is a nutty praline sweetness that slides through the creamy rich sensations. The finish is a bold reminder that this is whiskey and the citrus-spicy conclusion just leaves you with the desire for the next notable sip.

“Both Caribou Crossing and Royal Canadian are leading the comeback for the Canadian whisky category. When you can offer something new and different such as a single barrel or small batch, consumers are starting to realize that the category has merit and has changed from what their parents used to drink,” said Drew Mayville, Sazerac’s master blender who created both Caribou Crossing and Royal Canadian Small Batch. “The whole Canadian whisky market has so much potential right now and it’s really an exciting time to be in on it.”

It was Mayville himself who hand-selected the barrels used for Caribou Crossing, choosing the most mature and flavor-rich samples available and overseeing the bottling of each individual barrel.

The Royal Canadian Small Batch underwent the same stringent selection process under Mayville’s watchful eye.

The two Canadian whiskies make ideal gifts for Father’s Day, and are at price points for discriminating budgets. The Caribou Crossing retails for $49.99 for a 750 ml and the Royal Canadian Small Batch is $24.99 for a 750 ml.

As an extra bonus, Caribou Crossing comes in an elegant gift box, taking care of the gift wrapping for you. But no matter which one you choose, dad will know you think he’s hip too with a gift of this fine Canadian whisky.

 
About The Sazerac Company

Sazerac is one of New Orleans’ oldest family owned, privately held companies and has operations in New Orleans, Louisiana; Frankfort, Bardstown, Louisville and Owensboro, Kentucky; Fredericksburg, Virginia; Carson, California and Baltimore, Maryland. For more information, please visit www.sazerac.com.

GLEN GARIOCH UNVEILS ITS LATEST SMALL BATCH RELEASE

1994 expression offers one of the last chances to sample old Glen Garioch at its finest

Glen Garioch, Scotland’s most easterly distillery, has unveiled its latest small batch vintage expression, the Glen Garioch 1994.

The limited edition, only the third special addition to the Glen Garioch single malt range, was laid down just before the distillery was mothballed for two years in 1995, making this one of the last opportunities to sample old Glen Garioch’s smoky Highland essence.

With only 1000 8.4L cases available globally and just 75 in the UK, this exclusive dram is aimed fairly and squarely at discerning whisky connoisseurs and will be on shelf ahead of Father’s Day.

John Mullen, Glen Garioch brand manager, said: “Glen Garioch is an enduring spirit with more than 200 years of provenance.  This vintage is one of the last to capture the old Glen Garioch smoky peat notes and has been hand-picked at the peak of its perfection. 

“Our aim with all our limited edition expressions is to show the real quality of the liquid.  Glen Garioch may be a small artisan distillery but it produces some of the finest single malts which stand up well against the big guns. 

“With a feisty cask strength 53.9% ABV, this edition to the range holds true to the warmth and charm of our Highland heritage. It’s the epitome of Glen Garioch’s genuine, couthie spirit.”

The peated malt is old Glen Garioch at its finest, combining subtle smoke with fresh Highland floral aromas and toffee and Demerara sugar.

Patiently matured in North American Oak barrels and non chill filtered, this unique single malt is also one of the last Glen Gariochs to feature barley malted on site in their malt barns.  Glen Garioch stopped using peat and their own maltings when the distillery re-opened in 1997 making this a rare vintage for single malt fans.

With its proud Doric history, the Aberdeenshire malt captures the enduring and couthie spirit of the Highlands town of Oldmeldrum. 

The small batch limited edition releases incorporate the old style Glen Garioch to enhance the premium range.  Vintages are only selected when it is felt they have reached the peak of their perfection.

Mullen added: “With only 75 cases available in the UK, and based on the success of our two previous small batch releases, whisky enthusiasts will need to be quick out of the blocks.  Likewise anyone looking to wow their dad on June 19th.” 
 
At 53.9% ABV, Glen Garioch 1994 is available from specialist wine and spirit merchants, retailing circa £59.99.  It is distributed by Cellar Trends in the UK.

Notes

• Product images are available on request 
• Glen Garioch, pronounced Glen Geery, founded in 1797 is one of the oldest remaining distilleries in Scotland
• The distillery lies on rising ground at the picturesque town of Oldmeldrum, just 17 miles north-west of Aberdeen
• Glen Garioch was relaunched in October 2010 with a core range of two single malt whiskies – the Glen Garioch 1797 Founder’s Reserve, a non chill-filtered single malt bottled at 48% ABV and the Glen Garioch 12 Year Old, non chill-filtered single malt bottled at 48% ABV after maturing in bourbon and sherry casks. 
• Glen Garioch is owned by the Morrison Bowmore Distillers Limited who also produce Bowmore and Auchentoshan
• Glen Garioch is distributed by Cellar Trends in the UK, tel: 01283 217 703.

LIMITED EDITION BUNNAHABHAIN 30-YEAR OLD RELEASED

Whilst one of the most exciting decades in world history unfolded back in 1980, the Bunnahabhain Distillery on the Isle of Islay, off the west-coast of Scotland, gently prepared the casks for what today can be enjoyed as the Bunnahabhain 30-year old Islay single malt.

According to South African spokesperson for Bunnahabhain, Brian Glass, there are only 357 bottles, each hand-numbered, available world-wide. And only 17 South Africans will be able to purchase a bottle here locally. Quite uniquely this exceptionally rare whisky also bears the 1980 vintage year on the label, proudly acknowledging the whisky’s undisturbed maturation for 30 years at the Bunnahabhain distillery’s shore-side warehouse.

“This limited-edition single malt whisky is truly one of the finest examples of the craftsmanship and distilling traditions of the Bunnahabhain Distillery. It is a pity there are so few bottles available of this extraordinary whisky but then again, if it wasn’t the case, it wouldn’t have been such a rare find. This is the kind of whisky you keep, savour on special occasions and treat with the utmost love and admiration.”

The whisky is un-chillfiltered, with a natural cask strength of 45.4% alcohol by volume, and released in its most pure form, the way whisky would have been produced at the hands of Bunnahabhain’s distillers many years ago. According to master distiller Ian MacMillan by un-chillfiltering the whisky, nothing is taken away or added so whisky lovers can enjoy the whisky at its very best, giving them a better whisky experience. “The whisky retains its depth of flavour, allowing the gentle, subtle notes of the malt to come through, providing a purer taste, nose and appearance.”

Only a select few of the Bunnahabhain casks that reached the gracious age of 30 have been selected for this whisky.  After careful, ongoing selection over the years, and much deliberation, MacMillan selected two ex-sherry hogshead casks which reflect the finest qualities and superior characteristics one would associate with a vintage whisky from Bunnahabhain.

MacMillan says the whisky holds a rich, aromatic nose with a sophisticated balance of oak, gingerbread, moist fruit cake, prunes, old leather, roasted nuts and a hint of sea air. “The palate opens up to produce a creamy, silky taste with sweet oak, liquorice and nutmeg intertwined with citrus, vanilla, eucalyptus and a hint of coconut. The finish is long and elegant with flavours of digestive biscuits, soft vanilla, a tinge of ginger and sea salt coating your mouth.”

To celebrate its release, the whisky comes beautifully packaged in a natural un-dyed leather case and includes a pewter Quaich, a historic drinking vessel that is one of the most symbolic elements portraying friendship, sharing and trust. A small leather tag, embossed with the Bunnahabhain seafarer on the label and the bottle number, is attached to the handle of the case.  The set also includes a small glass tube containing a parchment scroll commemorating the release of this limited-release whisky.

Bunnahabhain, known for its single malts with a gentle taste profile due to the use of unpeated barley, is crafted by MacMillan, a master blender and distiller with over 40 years’ experience. The distillery produces a 12-, 18- and 25-year old, which are available in South Africa from leading liquor outlets.

There are only 17 bottles of the limited-edition Bunnahabhain 30-year old available in South Africa from selected liquor outlets and it is expected to retail for around R3 800 per bottle. If you are interested in finding out the nearest outlet stocking the Bunnahabhain 30 year old or would like to order a bottle, please send an email to AvanRooyen@distell.co.za.

EAGLE RARE BOURBON LAUNCHES
SECOND ANNUAL RARE LIFE AWARD
Award Winner Will Receive a $20,000 Donation to the Charity of their Choice

 FRANKFORT, FRANKLIN COUNTY, KY. – Eagle Rare Single Barrel Bourbon Whiskey has won its share of honors and awards. Now the bourbon is sharing its passion for excellence for a second year in a row by opening the nomination season for the 2012 Rare Life Award. 

This past February, the 2011 Rare Life Award was awarded to Grand Prize winner Master Gunnery Sergeant Charles Padilla for his incredible story.  After more than 20 years of service in the Marine Corp, Padilla ran 3,530 miles across America to raise money to benefit wounded soldiers. For his amazing story, Eagle Rare donated $10,000 to the Semper Fi Fund, a 501(c)(3) nonprofit set up to provide immediate financial support for injured and critically ill members of the U.S. Armed Forces and their families.        

Nominations are now being accepted for the 2012 Rare Life Award at www.eaglerarelife.com. The award will be awarded to a person with an amazing life story that demonstrates the bourbon’s core values of courage, leadership, survival, heroism, devotion and character. The 2012 Grand Prize award winner will be awarded a $20,000 donation to the charity of their choice. In addition, six others will be selected and awarded $2,000 to the charity of their choice. Entries will be posted at the Eagle Rare website online and the general public can vote on who they think most embodies the “Rare Life” core values through January 5, 2012. All winners will be chosen from the top 20 stories that receive the most votes and will be announced in early February 2012.

“We are thrilled to double the prize money for the 2012 Rare Life Award,” said Kris Comstock, Eagle Rare Brand Manager. “Last year we received hundreds of nominations and we hope to hear more amazing stories this year. This country is filled with courageous, generous and hardworking people who lead rare lives every day. We want to hear their stories. Eagle Rare Bourbon embodies life, liberty and the pursuit of happiness. This award will honor those who do the same. We can’t wait to hear their stories and award them.”

About Eagle Rare Bourbon

Eagle Rare Single Barrel Bourbon Whiskey is part of the award-winning Buffalo Trace Distillery, a family-owned company based in Frankfort, (Franklin County), Kentucky. The distillery’s rich distilling tradition dates back to 1787 and includes such legends as E.H. Taylor, Jr., George T. Stagg, Albert B. Blanton, Orville Schupp, and Elmer T. Lee. Eagle Rare Bourbon is a ten-year-old single barrel bourbon that has won multiple awards, including five double gold medals from the San Francisco World Spirits Competition. To learn more about Eagle Rare visit www.eaglerarelife.com.

New Distillery Visitor Centre Opens on Jura
 
Isle of Jura Distillery has marked the first day of this year’s Feis Ile with the opening of a new £100,000 Visitor Centre.
 
The Jura Distillery Visitor Centre, on the same site as the former distillery shop, offers visitors a glimpse into the history and legends of Jura along with an opportunity to savour an authentic taste of single malt from the distillery. The centre also serves as the base of operations for the distillery’s tours.
 
The Visitor Centre takes its inspiration from the island’s legends and symbols, reflecting its literary, cultural and mythical heritage in West of Scotland folklore. Designed to replicate a traditional Hebridean bothy, there is a tasting unit which will serve rare Jura expressions alongside its core range, and a tasting table with a copper Diurachs’ symbol set into the centre. Photos of Diurachs past and present adorn the gallery wall, including key figures from the distillery’s 200 year history, bringing to life many of the associated myths and legends.
 
Inside the Jura Distillery Visitor Centre guests can purchase an array of Jura merchandise, including hats, jackets, glassware and chocolates, alongside Jura’s extensive range of core and rare whiskies.
 
Isle of Jura is hoping that the new Visitor Centre will create a long-lasting impression for the island’s rising visitor numbers. Since 2007, visitor numbers have steadily increased year on year, a considerable achievement given the island’s ‘unget-at-able’ location. The increased interest is a reflection of Jura’s strength in the single malt market and the growing trend for whisky tourism.  Jura single malt is now the third largest malt in the UK, with year on year growth of 60% across its key markets.
 
Distillery Manager Willie Cochrane commented:
 
“Many of those who make the effort to visit Jura do so because of our fine whisky and the rich culture of our remote island. Having a visitor centre that reflects the history and culture of our island, whilst matching the quality of our single malt, will provide our guests with a truer experience of what Jura is all about. More importantly, they will hopefully be more inclined to buy some of our fine whisky and share the magic of Jura with their friends and family!”
 
About Jura

Off the west coast of Scotland lies one of nature’s best kept secrets, the Isle of Jura.  Populated by a community of less than 200, known as Diurachs (the Gaelic name for the people of Jura), it is a place of myth, legend and intrigue – and an award-winning range of single malt whiskies which hold the promise of good fortune for all those that believe.
 
There are four classic bottlings in the Jura Collection:  Origin 10, Superstition, Diurach’s Own and Prophecy.  Many of the Jura whiskies have their own distinctive drinking rituals, but one cuts across the range.  Islanders believe that it brings good fortune to knock on wood before they drink a dram. 
 
To find out more visit www.isleofjura.com

BUSHMILLS TO TEAM-UP WITH KEVIN BAIRD OF TWO DOOR CINEMA CLUB

BUSHMILLS™ Irish Whiskey has today announced that Kevin Baird of Two Door Cinema Club, Jonathan Galkin of DFA Records and Rob Allanson of Whisky Magazine will all be joining BUSHMILLS Master Distiller Colum on the judging panel at Bushcamp, the Make it 2 Bushmills three-day global final to be held on the north coast of Ireland this August.

Make it 2 Bushmills is a global competition that offers two friends the chance to spend two weeks working at the world-famous Old Bushmills Distillery, make their own unique blend of BUSHMILLS Irish Whiskey, live in luxury penthouse accommodation, get £5,000 spending money to share and then get VIP access to the ultimate BUSHMILLS party in their home country.

Kevin Baird said: “I’m a huge BUSHMILLS fan so I’m really looking forward to meeting a few others at Bushcamp and sharing a whiskey with them, not to mention helping Colum choose two friends to win this great experience.”

63 pairs of friends from 11 competing countries are currently facing the public vote on the BUSHMILLS Facebook page – facebook.com/bushmills1608 to decide who will represent their country at Bushcamp, where they’ll get a taste of what life at the Old Bushmills Distillery is like and have the chance to be named the Make it 2 Bushmills global winners by Colum, Kevin, Jonathan and Rob.

The shortlist was chosen from over 3,600 fans who entered the competition in the month after it was launched on St. Patrick’s Day.

Jonathan Galkin said: “It’s fantastic to be involved in Make it 2 Bushmills. I had the chance to visit the distillery in Bushmills last year and had an unbelievable experience, so when I was asked to be a Make it 2 Bushmills judge, I jumped at the chance. I can’t wait for Bushcamp – it’s going to be a great couple of days.”

Rob Allanson added: “The BUSHMILLS team do a great job in helping whiskey lovers see what goes into producing a quality whiskey. Make it 2 Bushmills will give two friends a fantastic insight into how one of the world’s best Irish Whiskies is made – and as is usual with BUSHMILLS, they’ll have a lot of fun in the process”.

Who’ll make it 2 Bushcamp to hang out with the Make it 2 Bushmills judges? Cast your vote now or find out more about who is in the running at facebook.com/bushmills1608. Voting closes at 11.59pm GMT on 27th June 2011. Terms and conditions apply.

Notes

Kevin Baird Biography

Kevin is the bass player and vocalist in Northern Ireland indie rock band Two Door Cinema Club. Their debut album Tourist History has gone Gold in the UK, selling over 100,000 copies and recently they’ve made a splash by picking up both the Choice Music Prize for Irish Album of the Year and the award for Best New Band at the 2011 mtvU Woodie Awards. Kevin is a big Bushmills fan and is looking forward to meeting some others at Bushcamp.

Jonathan Galkin Biography

Jonathan Galkin is the co-founder and head of operations for DFA Records worldwide, an independent record label that he launched in 2001.

Rob Allanson Biography

As the Editor of renowned Whisky Magazine, Rob a vast knowledge of all things whisky, from the science to the romance. He travels to distilleries and major whisky conventions around the world, reporting on the latest news in the industry on his blog and in the magazine, which is published worldwide eight times per year. In his spare time, Rob is a keen biker, charity advocate, husband and dad.

The entry countries for Make it 2 Bushmills, from each one pair of finalists will be selected by public vote to go forward to Bushcamp, are:

·         Belgium

·         Bulgaria

·         Czech Republic

·         Germany

·         Great Britain

·         Netherlands

·         Northern Ireland

·         Republic of Ireland

·         Russia

·         South Africa

·         United States

About BUSHMILLS

BUSHMILLS Irish Whiskey is made at Ireland’s oldest working distillery in Co. Antrim, Northern Ireland. The brand portfolio includes six multi-award winning whiskeys: BUSHMILLS Original, BLACK BUSH, BUSHMILLS 10 Year Old Single Malt, BUSHMILLS 16 Year Old Single Malt and BUSHMILLS Malt 21 Year Old Single Malt. BUSHMILLS is the only distillery in Ireland to make triple-distilled Malt Whiskey. This is at the heart of all BUSHMILLS Whiskies and creates a unique combination of smoothness and richness.

SENTEBALE POLO CUP SPONSORED BY ROYAL SALUTE

Luxury Scotch whisky Royal Salute is proud to announce its official support as title sponsor of the Sentebale Polo Cup, which will take place on Sunday 12 June 2011 at the stunning Coworth Park in Berkshire, England.

Playing at the Sentebale Polo Cup sponsored by Royal Salute will be the co-founder of the charity, Prince Harry and his brother the Duke of Cambridge. The brothers will play on opposing teams in what promises to be a thrilling and closely fought contest attended by distinguished guests from all over the world.

A keen follower of polo, His Grace Torquhil Ian Campbell, the 13th Duke of Argyll will also join the crowd during the three-game round robin which will be followed by a VIP dinner and after party hosted by Royal Salute.

Christian Porta, Chairman and CEO, Chivas Brothers says, “We are delighted to be welcoming such an esteemed group of guests at Royal Salute’s first partnership with Sentebale. Royal Salute is honoured and delighted to be partnering with Sentebale so that they may continue their noble work for the people of Lesotho.”

Sentebale was founded by Prince Harry and Prince Seeiso from the Lesotho Royal family in response to the plight of the neediest and most vulnerable of Lesotho’s people.

The Sentebale Polo Cup sponsored by Royal Salute further highlights the whisky brand’s growing commitment to international polo, with sponsorships of some of the world’s most prestigious polo events currently spanning China, India, Dubai, Brazil, and the UK.

About Royal Salute
The pinnacle of Scotch whisky, award-winning Royal Salute was first created as a tribute by Chivas Brothers to Her Majesty Queen Elizabeth II upon her coronation in 1953. This defining luxury whisky has a very powerful and sophisticated style, and has become the world’s leading luxury Scotch whisky brand.

About Chivas Brothers
Chivas Brothers is the Scotch whisky and premium gin business of Pernod Ricard – the world’s co-leader in wine and spirits. Chivas Brothers is the global leader in luxury Scotch whisky and premium gin. Its portfolio includes Chivas Regal, Ballantine’s, Beefeater Gin, The Glenlivet, Royal Salute, Aberlour, Plymouth Gin, Longmorn, Scapa, 100 Pipers, Clan Campbell, Something Special and Passport.

In July 2010 Chivas Brothers launched The Age Matters campaign to help consumers understand the importance of Scotch whisky age statements.

For further information: Visit: www.chivasbrothers.com

2011 Buffalo Trace Grillin’ Contest

Buffalo Trace Bourbon Whiskey Launches Online Recipe Contest

FRANKFORT, Franklin County, Ky (May 24, 2011) – Calling all Grill Masters! Buffalo Trace is calling for entries as it launches the 2011 Buffalo Trace Grillin’ Contest.  Culinary dreamers and food experimenters everywhere can now share their unique recipes featuring Buffalo Trace Bourbon in a new digital cooking contest created by Buffalo Trace Kentucky Straight Bourbon Whiskey. It’s a virtual contest located online within the whiskey’s social network website at www.buffalotracesaloon.com.

“The use of great whiskey in food is a tradition that many bourbon loving folks often enjoy,” said Buffalo Trace’s Kris Comstock. “This contest will allow them to share those great tasting recipes with other bourbon lovers.”

Buffalo Trace, the flagship brand of America’s oldest continuously operating distillery, will give away monthly gift certificates to Omaha Steaks for the best bourbon food recipe. To join the contest, upload a recipe that includes Buffalo Trace Bourbon to the “Grillin’” section on the Saloon website. The Buffalo Trace Saloon community will then review the submitted recipes for their favorites and vote. The recipe that receives the most votes during each month wins an Omaha Steak gift certificate.

“Our website has thousands of bourbon drinking members who already enjoy all sorts of games, videos and entertainment,” continued Comstock. “The Grillin’ contest will give them another reason to enjoy the Saloon, and give other Saloon members some great ideas on how to mix great whisky into their summer Grillin’.”

The contest is live and will continue through October. For further details on the 2011 “Buffalo Trace Grillin’ Contest,” visit www.buffalotracesaloon.com/grillin.

About Buffalo Trace Distillery

Buffalo Trace Distillery is a family-owned company based in Frankfort, Franklin County, Kentucky. The distillery’s rich distilling tradition dates back to 1787 and includes such legends as E.H. Taylor, Jr., George T. Stagg, Albert B. Blanton, Orville Schupp, and Elmer T. Lee.  Buffalo Trace Distillery is a fully operational distillery producing bourbon, rye and vodka on site and is listed on the National Register of Historic Places. The Distillery has won seven distillery titles since 2000 from such notable publications as Whisky Magazine, Malt Advocate Magazine and Wine Enthusiast Magazine. It was named Whisky Magazine 2010 World Icons of Whisky “Whisky Visitor Attraction of the Year.” Buffalo Trace Distillery has also garnered more than 200 awards for its wide range of premium whiskies. To learn more about Buffalo Trace Distillery visit www.buffalotrace.com. To download images from Buffalo Trace Distillery visit www.buffalotracemediakit.com.

AUSTRALIA WELCOMES JIM BEAM ROYALITY IN CELEBRATION OF ‘THE NEW BLACK’

Fred Noe

Australia, 25th May 2011: Jim Beam, The Bourbon, is excited to welcome seventh generation Beam Distiller, and Jim Beam’s great grandson, Fred Noe, to Australia to celebrate the re-launch of Jim Beam Black.

Arriving at the end of the month, Noe will help promote Jim Beam Black as part of a wider strategy focused on repositioning the brand as THE premium bourbon. As part of this strategy, Jim Beam Black recently released sleek black and silver packaging, giving the brand a distinctive look which reflects its premium liquid.

“I’m looking forward to my visit to Australia at the end of May to celebrate the relaunch of Jim Beam Black. Jim Beam Black was rated the number one North American Whiskey by the Beverage Tasting Institute which goes to show what a great product it really is, and I’m sure Australians will think so too,” said Noe.

Reinforcing “There’s No Hiding The Flavour” with Jim Beam Black, Noe will educate consumers and the trade on the brand’s premium strength, quality and flavour through a range of product tastings and events. The events will take place in Brisbane, Sydney, Melbourne and Perth, offering premium bourbon enthusiasts and retail the chance to meet Noe and learn about the brand’s premium quality credentials.

“With the relaunch of Jim Beam Black, Fred’s visit is a key part of motivating and educating consumers and trade partners on the products premium qualities. We’re really excited we have this opportunity to introduce Fred Noe to the premium bourbon drinkers of Australia, he has a wealth of knowledge and experience when it comes to producing quality bourbon and is the perfect spokesperson for Jim Beam Black at this exciting time,” commented Jim Beam Brand Director Ray Noble.

Activity supporting the relaunch will include a range of below-the-line developments;including on and off-premise point-of-sale, ambient displays and consumer giveaways. In addition, the campaign will be driven by online media, sponsorships and PR activities.

Fred Noe will be visiting from 31st May – 11th June and will be hosting the following events:

Brisbane
Bourbon Appreciation Evening, hosted by Fred Noe and Jim Beam Racing
When: 6.30pm for a 7pm start, Wednesday 1st June 2011
Where: Dick Johnson Racing, 10 Emeri Street Stapylton

Sydney
Customer Lunch, hosted by Fred Noe
When: 12.30pm – 3.30pm, Friday 3rd June 2011
Where: Parra Firehouse, Parramatta Leagues Club, 13-15 O’Connell Street, Parramatta

Perth
5 Course Bourbon Themed Dinner including tasting and bottle signing by Fred Noe
When: 7.00pm – 11.00pm, Thursday 9th June, 2011
Where: Tiger Lils, 437 Murray St, Perth