Pernod Ricard has added US whiskey brand Rabbit Hole to its roster of ‘enterprise brands’.
The spirits giant has signed up to distribute a duo of the brand’s whiskies: Heigold Kentucky Straight Bourbon and Boxergrail Kentucky Straight Rye (both 47.5% abv).
The former is billed as a high rye, double-malt bourbon with a high percentage of malted grains, giving “a distinct twist on a timeless recipe”. It had “a sweet nose that evokes toasted malt” as well as “creamy notes of butterscotch with bursts of citrus”, said the brand.
Boxergrail, meanwhile, has a “velvety mouthfeel” with “subtle spice and brown sugar notes”, it added.
Both are made in small batches through a proprietary process: the liquid enters hand-selected barrels at a low entry proof and is never filtered, which the brand said “preserved its integrity”. The barrels used are toasted and charred “to bring out caramelised flavour”, it said.
Launching into the UK marked “a pivotal moment for Rabbit Hole”, said its founder Kaveh Zamanian. “Our heritage-based and innovation-forward approach to whiskey making has earned us a devoted following in the US and we look forward to sharing our craft with spirits connoisseurs throughout the UK.”
Pernod Ricard was “confident that UK consumers will also embrace the brand and its one-of-a-kind expressions”, said its enterprise brands controller Mark Makin.
The brand has rolled into Master of Malt, Amazon and The Whisky Exchange (rsp: £49/70cl).
It’s the second brand to be added to Pernod’s enterprise roster since the turn of the year. January saw it add posh Colombian rum brand La Hechicera – ‘The Enchantress’ in English – to the portfolio.