Exclusive news and research on the wine, spirits and beer business

Heaven Hill Unveils Larceny, A New Wheated Bourbon

July 26, 2012

Heaven Hill is expanding its super-premium Bourbon range with the addition of Larceny, a new wheated whiskey. Larceny, which is 92-proof, will roll out into 12 markets—California, Colorado, Georgia, Illinois, Kentucky, Massachusetts, Missouri, North Carolina, New York, South Carolina, Texas and Virginia—in September, priced at $24.99 a 750-ml. bottle. The new Bourbon is targeted at males aged 30-50 “with refined taste and an appreciation for heritage and tradition.”

Larceny is distilled in small batches from dumps of 100 or fewer barrels that have aged six to 12 years in Heaven Hill’s open rick warehouses in Nelson County, Kentucky. The company says the brand is “heir to the wheated Bourbons that make up the historic Old Fitzgerald franchise that Heaven Hill acquired in 1999.” It follows Old Fitzgerald’s tradition of using wheat in place of rye as the third grain in the whiskey’s mashbill, alongside corn and malted barley. The colorful legacy of Old Fitzgerald’s namesake—a treasury agent named John E. Fitzgerald who in the mid-1800s was rumored to use his position to clandestinely procure fine Bourbons—is the inspiration for Larceny’s name.


Subscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.

Tagged : , ,

Get your first look at 2017 data and 2018 projections for the wine and spirits industries. Order your 2018 Impact Databank Reports. Click here.

Previous :  Next :