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

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.

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

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

Tagged : , , , , ,

Get your first look at 2020 data and 2021 projections for the wine and spirits industries. Order your 2021 Impact Databank Reports. Click here.

Previous :  Next :