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News Briefs for June 15, 2021

June 15, 2021

•Heaven Hill Brands has announced the grand opening of the Heaven Hill Bourbon Experience in Bardstown, Kentucky. Originally opened in 2004 as the Bourbon Heritage Center by the late Harry Shapira, the visitor center has received a $19 million upgrade to become an interactive, educational space offering signature exhibits unique to the Heaven Hill Bourbon Experience. Heaven Hill has also invested $106 million across American whiskey production including new barrel warehousing, bottling line and equipment upgrades, increased holdings of Bourbon, and distillery enhancements. The new Heaven Hill Bourbon Experience triples the previous footprint at more than 30,000 square feet, and is capable of welcoming over 900 visitors at a time.

•Diageo has added a new 8-year-old Bourbon whiskey to the George Dickel family. The 45% abv whiskey was created by Cascade Hollow distiller and general manager Nicole Austin, who selected barrels of whiskey that showed more traditional Bourbon notes, distinct from Dickel’s Tennessee whiskey offerings. George Dickel 8-Year-Old Bourbon is now rolling out in select markets across the U.S. for a suggested price of $33 a 750-ml.

•Connecticut-based importer Carolina Wine Brands USA has added Italy’s Le Ragose and Vistorta wineries to its portfolio. Based in the Veneto, Le Ragose’s key offerings include Valpolicella Classico and Ripasso DOC ($15 and $20, respectively), as well as Amarone Classico DOCG ($45). Vistorta, based in Fruili, counts Fruili Pinot Grigio ($10), Tocai Friuliano ($12), and Vistorta Merlot ($30) among its key labels. Carolina Wine Brands USA has volume of over a quarter-million cases annually.

•New York’s Fishers Island Lemonade has partnered with Breakthru Beverage to enter Maryland and Delaware. The expansion, which brings the brand’s footprint to 12 states, follows a distribution change in New York: since last month, Empire Merchants has handled the RTD brand in its home state. In addition, the vodka- and whiskey-based RTD company has announced that Russell Pareti, formerly senior vice president of marketing at Stoli Group USA and CMO for Cincoro Tequila, has been appointed Fishers Island’s first CMO.

•Intrepid Spirits’ Mad March Hare Poitin has received a new bottle design. Inspired by Celtic art and mythology, the new design links Mad March Hare with the long history of poitin, which has been made in Ireland since the sixth century. Retailing at $30 a 750-ml., Mad March Hare is at 40% abv, with the new look hitting the market now.

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