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Craft Brewing and Distilling News for January 24, 2018

January 24, 2018

•Kentucky’s Alltech Lexington Brewing & Distilling Co. is launching its Pearse Irish Whiskey brand in the U.S. next month. Produced at Alltech’s recently completed Pearse Lyons Distillery in Dublin, the range features four 84-proof expressions, including The Original ($29.99) and Distiller’s Choice ($39.99) blended whiskies, Founder’s Choice 12-year-old single malt ($49.99) and Cooper’s Select ($59.99), a malt whiskey finished in first-fill Sherry barrels. The new Pearse Lyons Distillery joins Alltech’s existing operations in Lexington, Kentucky, where the company brews its flagship Kentucky Bourbon Barrel Ale, among other labels, and produces a variety of whiskies under its Town Branch Distillery unit, which is a member of the Kentucky Bourbon Trail.

•Shiner, Texas-based Spoetzl Brewery is backing its Shiner Bock beer brand with a $1.2 million, 30-second ad that will air across the Lone Star State during the Super Bowl on February 4. The ad aims to engage Texas pride by continuing the brewery’s ‘This is Shiner Country’ campaign, which launched last fall to remind consumers of Shiner’s century-long heritage. After its Super Bowl debut, the ad will air throughout 2018 during local cable and sports broadcasts. Spoetzl’s Shiner Bock earned Impact “Blue Chip” brand honors last year after averaging 3.3% annual volume growth from 2006-2016.

•Kentucky-based Rabbit Hole Distilling has aligned with Breakthru Beverage in the Illinois market, and is set to enter California via a partnership with distributor Young’s Market Co. next month. Following those developments, Rabbit Hole will have distribution in a total of nine states. The company’s portfolio includes Kentucky Straight Bourbon and Rye whiskies, a PX Sherry cask-finished Bourbon and a London Dry Gin finished in Kentucky rye barrels.

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