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Pernod Ricard Courts Entry-Level Whisky Drinkers With New Barrelhound Brand

May 8, 2015

With brown spirits continuing to rise in the U.S. market, Pernod Ricard is launching a new blended Scotch brand, Barrelhound, intended to “bridge the Bourbon and Scotch worlds.” Pernod says the new offering, which includes Speyside malts and is matured in Bourbon barrels, has a sweeter, more accessible taste profile than typical Scotch whiskies, and is geared toward cocktail and on-the-rocks consumption.

Barrelhound is debuting initially in the New York and Washington, D.C. markets. Retailing at $30 a bottle, the 80-proof whisky is positioned to compete with existing blended Scotch brands like William Grant & Sons’ Monkey Shoulder and Edrington Americas’ Cutty Sark Prohibition Edition.

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