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Diageo Targets Upscale Bourbon Tier With Blade And Bow Rollout

May 13, 2015

Diageo is officially launching its next play in the high-end Bourbon segment with the unveiling of its Blade and Bow Kentucky Straight Bourbon Whiskey brand, created at the Stitzel-Weller Distillery in Louisville, Kentucky. Inspired by the “five keys” symbol found throughout the distillery (and named for the two parts of a skeleton key), Blade and Bow is available in two offerings—Kentucky Straight Bourbon Whiskey (91 proof, $49.99) and 22-Year-Old Limited Release Kentucky Straight Bourbon Whiskey (92 proof, $149.99). The former is made from some of the oldest stocks to be distilled at Stitzel-Weller before it closed in 1992 and matured using the solera aging method. The 22-Year-Old Bourbon includes whiskies distilled in Louisville and Frankfort, Kentucky, and was most recently aged and bottled at Stitzel-Weller.

Blade and Bow follows Diageo’s launch of fellow upscale Bourbon labels Old Blowhard, Barterhouse and Rhetoric—all part of its Orphan Barrel Whiskey Project—last year.

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