Thursday, April 1, 2010

Finally: some Rock & Rye Respect!

Just got this, and I have to say: it's about time that this American classic got a facelift. Gutsy move, to put aside perfectly good four year old rye whiskey for a project like this. Bravo, Sazerac!

Sazerac Launches New Range of Rye Whiskies
Source: Beverage News Report
April 1st, 2010
The Sazerac Company has announced the May 1st launch of a new range of rye whiskeys under the Mr. Boston brand name.
Combining a traditional favorite "Rock & Rye" with the hot new trend for flavored whiskeys the company will be launching a complete new range of flavored "Rock & Rye" whiskeys.
Historically, the Mr. Boston line of rye whiskeys has been anchored by Rock & Rye with lemon at 54 proof.  Each bottle contains a slice of lemon which is placed by hand into the bottle at the company's production facility.  The major market for this product has been Arizona and parts of New Mexico.
The line will be boosted by the addition of six new expressions. Rock & Rye with cherries, Rock & Rye with honey, Rock & Rye with lime, Rock & Rye with Acai berries, Rock & Rye with orange, Rock & Rye with melon.
In keeping with the tradition of Rock & Rye each of the new offerings will contain slices of the particular fruit, each placed in the bottles by hand.  Production manager Noe Prial said "We are excited about the project's potential although it has been logistically challenging lining up fruit vendors, slicing, preparing and then inserting the fruit into 1.75L, Liter, 750ml, 375ml and 200ml bottles.  It takes a lot of attention to detail but the resulting product is phenomenal; spicy four year old rye whiskey with excellent flavor coming from the fruit in the bottle.  We wanted to differentiate ourselves from many of the copycat flavored offerings coming onto the market now and believe this will accomplish that goal".
Planned roll out markets for these whiskies will be in the traditional markets of Arizona and New Mexico, plus west coast and north eastern markets. The company declined to discuss its marketing spend but indicated that it would be substantial. The 1.75L will retail for $19.99 with 750mls priced at $9.99.


Can't wait to try that acai berry; awesomely trendy.

10 comments:

sam k said...

Wow, great stuff! Rye is truly coming back into its own, and the folks at Buffalo Trace are just the ones to do it.

Found it curious that their most productive market is in the southwest. Traditionally it was a northeastern thing. I'd like to see more proof, too, but I won't quibble.

Anything that raises the awareness factor of rye is all good. Thanks for the news!

sam k said...

You bastard! This is a joke, too? My self-respect has been diminished greatly, and it started out at a low ebb, anyway.

Been had...on April Fool's Day, despite my best efforts. Have de-bookmarked your blog(s). Have you no shame?

Russ said...

Any word on whether they'll be pouring this at Whiskey Fest Chicago? This will be my first year in attendance, and as a whisky newbie I'm looking forward to expanding my palate. I'm afraid some of those older single malts will be stale; something fresh with acai berry could be just what I need!

Bill said...

Tomorrow, will you tell us which of today's stories are real? I understand Jack's aren't, but am on the fence about the Trappist brewpub and anything having to do with rye respect occurring under the Old Mr. Boston name...

Thanks!

Lew Bryson said...

Bill, the key words are "amazing news." For those in the know...

andy said...

The best fools are the ones you want to believe:-)

I remember my grandmother keeping a bottle of Jacquin's in the basement fridge for when someone had a 'cough'; we toasted to her with it after her death.

The WSJ did an article on RnR last summer...
http://bit.ly/rocknrye

Anonymous said...

Beverage News Report? Please. April Fools!!

Anonymous said...

Ha, I saw some Jacquin's R&R in the liquor store a few weeks back. I had never seen it I only knew it from Animal House !

---Guy said...

Hard to believe they could afford to use the acai berries, that stuff is wicked expensive. Plus you have to go to someone's house, sit in their living room and listen to a sales pitch before you can buy some. Think they'd have time for that?

sam k said...

Hey Guy...what about an acai berry stout?