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Bird Dog Taps New Product Pipeline With Small-Batch Offering, Flavor Extensions

June 20, 2016

Bird Dog whiskey, one of the U.S. market’s hottest spirits brands, is launching an array of new products this summer—including a small-batch Bourbon and two new flavored editions.

Bottled at 86 proof, Bird Dog Small Batch Bourbon Whiskey will retail at around $30 a 750-ml. and will be available nationwide in July. Bird Dog is also expanding its flavor range with two new offerings: Ruby Red Grapefruit and Strawberry. Like Bird Dog’s existing flavor extensions—which include Apple, Blackberry, Peach, Hot Cinnamon, Maple, Chocolate, Spiced and Jalapeno Honey—the two new additions will retail at approximately $20.

Bird Dog, part of the Western Spirits portfolio, won Impact “Hot Prospect” honors after nearly doubling its volume to 115,000 cases in 2014 and then posting 37% growth to around 160,000 cases last year, according to Impact Databank. The brand has done particularly well among its target Millennial consumers in markets including Texas, Pennsylvania, Georgia and Florida. Western Spirits vice president of marketing Jon Holecz said a key selling point is the higher proof of Bird Dog’s flavored whiskies. “We keep Bird Dog at 80 proof in all flavors, which allows you to experience the Bourbon base with the flavor. Other brands drop down to 66 proof or 70 proof on flavors, which we feel is too sweet.”

Bowling Green, Kentucky-based Western Spirits also won Hot Prospect recognition for its Twenty Grand vodka brand after its strong showing in 2014. But Twenty Grand struggled in 2015, falling by 32% to 51,000 cases. The company recently extended Twenty Grand with two new flavors— Maraschino Cherry and Grape Almondine (both $30).

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