whiskey
Mickey Finn
Alongside a new on-trade drive for the Mickey Finn range of liqueurs, Babco Europe has launched Mickey Finn Apple Whiskey Liquor – a 35 per cent ABV blend of Irish and American whiskeys infused with Irish apple.“Due to its lower strength and sweeter notes, we believe it’s the ideal drink for those who are discovering whiskey for the first time or looking for something a little different,” says Babco Europe chief executive Mark Wilson. It contains a four-year-old American grain whiskey produced in Lawrenceburg, Indiana, and aged in charred white oak barrels for at least 40 months.This is blended with a micro-distilled Irish whiskey and shipped in apple barrels. Distributed in the UK by Proof Drinks, it is initially being targeted at Irish bars. It is supported by an on-trade promotion, called Golden Boot, to mark Ireland’s participation in Euro 2012, offering prizes including limitededition gold boots filled with the spirit. drink it.The opportunity for Red Stag in the UK is huge and it will bring in drinkers from categories including rum, imported whiskies and specialities.” Jim Beam Honey, with an ABV of 35 per cent, is made with four-year-old Jim Beam bourbon, slowly infused with natural honey. The addition of the new variant is part of Maxxium UK’s increased investment in Jim Beam and the bourbon category including Maker’s Mark, supported by bartender training from its Mixxit team.“Currently, there’s a lot of experimentation in the bourbon category, and consumers are coming to expect that brands will try new things,” Eileen adds.“Bourbon is growing in popularity and brands are recognising that, to keep growing, they need to innovate and create new ways of engaging the consumer and expanding the relevance of the category as a whole.” While not a bourbon, Jack Daniel’s remains the number-one American whiskey in the UK, and this is driving the whole American whiskey category, says Crispin Stephens, trade marketing manager for American whiskeys at BBFB which also distributes Woodford Reserve bourbons. “There are lots of opportunities for us to educate consumers about what American
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whiskey is, what it stands for and the difference between Jack Daniel’s and bourbon,” Crispin says. BBFB continues to invest heavily across the Jack Daniel’s portfolio. Alongside activities linking the core No 7 with live music, new on-trade activity will promote the “perfect serve” of a Jack Daniel’s and cola, supported by point-ofsale materials for bars.The richer Jack Daniel’s Single Barrel has been popular with premium bars, including the option of sourcing a bespoke single-barrel exclusive to a particular venue. BBFB is also planning new activity for the full-bodied Gentleman Jack, which benefits from a second charcoal mellowing after reaching maturity.The Gentleman’s Sour campaign will involve tailored activity with individual bars to develop twists on classic cocktails using the premium whiskey. Global Brands is building on bourbon’s links with the “golden age of cocktails” and speakeasies for Four Roses – one of only six distilleries allowed to operate through Prohibition.“The speakeasy theme is increasingly popular and fashionable with on-trade venues across the UK,” says marketing director Simon Green.“We plan to build on Four Roses’ speakeasy positioning by owning the ‘jam jar’ serve, strengthening the brand’s links with live music and communicating Four Roses’ rich and authentic heritage.” The variety of American whiskeys available owes much to importer Eaux de Vie whose portfolio includes Wasmund’s from Copper Fox Distillery in Virginia, Leopold’s American Small Batch Whiskey from Colorado, High West whiskey from Utah and the incredible range from Heaven Hill in Kentucky including Evan Williams, Elijah Craig, Pikesville and Rittenhouse. The choice of boutique brands has grown thanks to First Drinks introducing small-
batch Hudson whiskeys from New York state, starting with its rich, oaky and smoky corn-based Baby Bourbon and the smooth and spicy Manhattan Rye. Award-winning whiskeys such as George T Stagg and Thomas H Handy are available in the UK through Hi-Spirits and its partnership with Buffalo Trace Distillery. Limited quantities of unaged Buffalo Trace White Dog, bottled at 62.5 per cent ABV, have been supplied to the on-trade, including Mint Leaf Lounge in the City of London. Bar supervisor Paul Loki explains:“It’s basically old-fashioned moonshine whiskey, and there’s a lot of interest amongst bartenders in traditional drinks at the moment.” He is currently serving a Mad Dog Old Fashioned using the spirit infused with caramelised walnuts, which he has also used to make a Sour. He is next planning to infuse White Dog with summer fruits.“One interesting thing about White Dog is that it has a fresher, sweeter flavour than aged whiskey. While traditional bourbon cocktails are wonderful, the younger flavour of White Dog enables you to use other distinct flavours in drinks.” n 1001 Whiskies You Must Try Before You Die is published by Cassell, priced £20.
Made in Japan Japan continues its awards domination over the Scots. In this year’s World Whiskies Awards,Yamazaki 25 Years Old from Suntory was named world’s best single malt while Nikka gained the title of best blended whisky for the fourth year running, with Taketsuru 17 Years Old. In the UK, Suntory whiskies brand ambassador Zoran Peric is highlighting the mixability of Yamazaki, Hakushu and Hibiki through cocktails for each of the 24 Japanese seasons. For shousho, meaning “little heat”, he mixes 50ml of Yamazaki 12-year-old single malt with 75ml of water infused with orange blossom, lemon zest and lemongrass, poured over large chunks of ice and stirred 24 times plus a zest of lemon (pictured).