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.