Fireball Burns Traditions for Horse Racing's Biggest Event with Pair of Custom Hats

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To celebrate the limited relaunch of Small Batch Dragon Reserve, Fireball jockeys for front runner position by bucking bourbon and setting fire to tired race day traditions

LOUISVILLE, Ky., April 16, 2024 - Traditional fascinators and minty cocktails: out. Hot Lids and Fireball: in. Fireball, the #1 shot brand in the U.S., is set to gallop into this year's classic horse racing events with bespoke, fiery hats dubbed 'Hot Lids' guaranteed to bring a dash of cinnamon spice to the typical race day experience.

For decades spring's most famous horse racing events have been synonymous with mint juleps, but this year Fireball is flipping the script. For the first time ever Fireball fans can purchase a Hot Lid Hat exclusively engineered to not only match the traditional race attire, but also secretly stash their favorite fiery spirit inside. The announcement coincides with the re-launch of Fireball's Small Batch Dragon Reserve, aka Fireball Cinnamon Whisky rested in premium charred oak for a sophisticated whisky-shooting experience that tastes eerily similar to classic Fireball.

"Fireball thrives by injecting fun where it has otherwise been missing, and famed events like a certain iconic upcoming horse race provide the perfect opportunity to bring that spirit to life," said Danny Suich, Global Brand Director for Fireball. "For 149 years (give or take), people have worn the same outrageous hats and drank the same boring drinks… until now. With Hot Lids, Fireball lovers can embrace their rebellious side by setting fire to old traditions and enjoying their favorite cinnamon whisky at the track or at watch parties across the country."

Fireball's vibrant, red "Hot Lids" will be available for purchase via FireballWhisky.com starting April 19 at 10:00AM EST for $24.99 each - the suggested retail price of a bottle of Small Batch Dragon Reserve. Hot Lids ensure that fans can rock the perfect shade of red while adding a dash of mischief to the race-watching experience. Two unique styles will be available:

• A ridiculously oversized large top-hat style boasting bold red, gold and black colors inspired by Small Batch Dragon Reserve's bottle design, gigantic feathers, exotic flowers, and custom ribbon. This style is also big enough to hold an entire 750mL bottle of Fireball Small Batch Dragon Reserve, if someone was so inclined. 
• A more "traditional" and ornate style featuring fancy embellishments including unique florals, elaborate plumage, and elegant bows in the classic Fireball shade of red. Most importantly, this style offers secret compartments to discreetly hold the most necessary of companions: multiple Fireball 50mL shooters.

Visit FireballWhisky.com to learn more about Fireball Hot Lids, and stay up to date on all things Fireball by following @FireballWhisky on Instagram and Facebook.

About Fireball
Imagine standing face-to-face with a fire-breathing dragon who just ate a barrel of spicy cinnamon…that's Fireball Whisky. Tracing its roots all the way to Canada, Fireball is known to ignite any occasion – from a round of golf, to happy hour and everything in-between. Made using natural cinnamon flavor, Fireball is best enjoyed straight up as an ice-cold shot. Guaranteed to taste like heaven and burn like hell – what happens next is up to you. For more information, visit https://www.fireballwhisky.com.

Please Drink Responsibly. Whisky with Natural Cinnamon Flavor. 33%/Alc/Vol. Produced by Sazerac Company, Louisville, KY

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CROWN ROYAL JOINS 2X ACM ENTERTAINER OF THE YEAR NOMINEE KANE BROWN AS THE OFFICIAL WHISKY OF THE 'IN THE AIR' TOUR

The Award-Winning Whisky Brand Announces the That Deserves a Crown With Kane Brown Contest In Support of Veterans

NEW YORK, April 16, 2024- Just in time for the warmer months, Crown Royal has partnered with award-winning, multi-platinum country music artist, Kane Brown, as the official whisky of Brown's In The Air Tour. The brand is joining the current ACM Entertainer of the Year Nominee across the country as part of this exclusive sponsorship, bringing its award-winning whisky and Purple Bag Project to several tour stops. Not only will Brown and Crown Royal be serving up delicious cocktails, but together have officially announced the "That Deserves a Crown with Kane Brown" contest. † The brand is inviting country music and whisky fans 21+ to nominate a veteran for a chance to win the ultimate concert experience at Brown's final tour stop in Arlington, Texas on September 14, 2024. This once-in a lifetime opportunity will be a celebration of country music and the true heroes of America who deserve a Crown – military veterans. Visit SummerSessions.CrownRoyal.com through August 15, 2024, for details and official contest rules. For every valid nomination, Crown Royal will donate $1 to the nonprofit organization, CreatiVets, to support their mission to help wounded veterans heal through music and the arts. ‡

Crown Royal has been deeply intertwined within the fabric of country music. The brand's connection to country music can be traced to its robust programming in western culture over the years. From Crown Royal's partnership with the CMA Awards and its presence at the iconic RodeoHouston to collaborations with country music's biggest rising stars, like Kane Brown. Brown and Crown Royal partnered in 2020 to remix his number one single "Homesick" alongside veteran singer-songwriters, the single was designed to give back to veterans. Kane has continued to be recognized for his talent, he's been nominated twice for Entertainer of the Year at the ACMS as well as an ACM Video of the Year winner for his game-changing video, "Worldwide Beautiful".

As a category, whisky, like country music, is a staple in American culture. Whisky and Crown Royal specifically, are cemented as a staple of this rich tapestry of country music, both sharing key themes tied to traditions, social gatherings and individualism. This renewed partnership with Kane Brown is a continuation of the brand's commitment to celebrating the richness of American Western culture.

"What's better than country music and whisky? Crown is my go-to whisky on and off tour," said Brown. "It means a lot to me to partner with a brand that shares the same values as my fans and I. It's incredible to see how my music can bring people together to celebrate while also honoring the best among us, the military community. I'm excited to support CreatiVets and lend the 'In the Air' stage to give a spotlight to those who truly deserve a crown, veterans!"

Crown Royal has a deep tradition of giving back. For over a decade, the brand has been dedicated to creating programs that inspire exceptional generosity within our communities. This summer at several "In the Air" tour stops, country music fans 21+ will have a chance to participate in the Purple Bag Project. The Purple Bag Project is an initiative designed in partnership with Packages From Home, that turns donated Crown Royal bags into care packages for active serving military around the world. Through partnerships with organizations like Packages From Home and CreatiVets, the brand has supported over 1 million servicemen and women.

"Our ties to country music are ingrained in our brand identity. We've always made it a priority to support artists in this space, which makes reunion with Kane so special," said Hadley Schafer, VP, Crown Royal. "With millions of Americans listening and embracing the growth of western culture, working with Kane on this tour was a natural fit. We're excited to celebrate the ever-evolving country music genre alongside our support of the military community."

This past weekend, Crown Royal and Brown kicked off the "That Deserves a Crown with Kane Brown" contest with a celebration in Chicago, IL. Veteran members from CreatiVets and local tastemakers were treated to an exclusive backstage experience in the Crown Lounge. Ahead of the show, guests enjoyed the country star's signature cocktail, Kane Brown's Royal Ranch Water.

"Music and the arts have the power to bring people together, so I am thrilled to partner once again with Crown Royal to share the mission of CreatiVets through country music," said Richard Casper, founder of CreatiVets. "CreatiVets was originally founded in Chicago so to be back where everything started to kick off this contest with my dear friend Kane is an incredible feeling."

Crown Royal reminds everyone 21+ that living generously is not about what you have, but about what you give. No matter how you celebrate, please drink responsibly.

†Contest also referred to as Crown Royal Summer Sessions Contest.

‡Creativets (1123 12th Ave S, Unit B, Nashville, Tennessee 37203; https://creativets.org; 615.512.5535). Maximum donation: $50,000. No tax deduction or charitable benefit for entrant.

NO PURCHASE NECESSARY. Nominator and nominee must be legal U.S. residents, 21 years or older. Contest began 3/15/2024 and ends 8/15/2024. No self-nominations. One nomination per nominator. Nominator must obtain veteran's consent beforehand. Winners selected based on judging panel's review of veterans' accomplishments. Nominee and nominator must be able to attend prize concert on 9/14/2024. See Rules at website for full details, including prize restrictions and content requirements for nomination. Sponsored by Diageo Americas, Inc., New York, NY. The Crown Royal Company, New York, NY. Please Drink Responsibly. Not sponsored/endorsed by U.S. military or government.

About Crown Royal
Crown Royal Canadian Whisky is the number-one selling Canadian whisky brand in the world and has a tradition as long and distinctive as its taste. Specially blended to commemorate a grand tour of Canada made by King George VI and Queen Elizabeth of Great Britain in 1939, Crown Royal's smooth and elegant flavor was an exceptionally generous gift fit for royalty. Its gift-worthy presentation reflects its regal origins – it is considered the epitome of Canadian whisky. For more information, visit crownroyal.com. Crown Royal encourages all consumers to please enjoy responsibly.

About Diageo North America
Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Casamigos, DeLeon and Don Julio tequilas, Captain Morgan, Baileys, Tanqueray and Guinness. Diageo is listed on both the New York Stock Exchange (NYSE: DEO) and the London Stock Exchange (LSE: DGE) and their products are sold in more than 180 countries around the world. For more information about Diageo, their people, brands, and performance, visit www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice. Follow on Twitter and Instagram for news and information about Diageo North America: @Diageo_NA.

About CreatiVets
CreatiVets' is a 501(c)(3) non-profit organization whose mission is to provide wounded veterans struggling with post-traumatic stress and traumatic brain injury with opportunities to use art, music, and creative writing to heal their unseen wounds of war. Their goal is to empower veterans with tools they can use for the rest of their lives and enable them to see their own capacity for success in an arena outside the battlefield. Learn more at creativets.org.

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BALCONES DISTILLING SEES "WHISKY FROM A NEW PERSPECTIVE" IN LATEST CAMPAIGN

In the brand's first major marketing push since joining DIAGEO in 2022, the award-winning Texas distillery highlights its unique whisky-making approach in new campaign

WACO, Texas, April 15, 2024  Today Balcones Distilling unveils its new campaign, titled "Whisky from a New Perspective", inspired by the distillery team's artistic and fresh approach to whisky-making.

Based in Waco, Texas, the Balcones distillery is forged on a fault line where two opposing land masses meet, fueling an energy and creative heat that drives a continuous journey of experimentation and innovation for Balcones.

Led by a distilling team that has backgrounds in art, music, writing, and a head distiller who is a master in both whisky and ceramics, Balcones credits the brand's success to keeping creativity at its core, along with the ability to tune into the natural world around them, to create original, expressive whiskies that reflect the volatile climate of Texas.

Launching April 15, 2024, in Texas, California, Colorado, New York, Florida and Illinois, the digital-first campaign is a testament to DIAGEO'S belief in the future of Balcones and its leadership in the burgeoning category of American Single Malt Whisky.

"In a world where people often wait for trends and culture to influence them, the Balcones team invites us to see creative possibilities where others don't," said Frank Dudley, brand director of Disruptive Whiskies at DIAGEO North America. "They listen to the rhythm of Texas, they're diligent about every detail, and they don't let external trends control them. This approach has made Balcones a pioneer in the Texas whisky revolution and a leader in the American Single Malt category."

The campaign creative highlights the unique process Balcones uses to make their whisky, including custom copper pot stills and custom barrels, and illustrates how its distilling team views whisky-making in the heart of Texas.

"The purpose of this new campaign is to introduce Balcones whiskies to even more consumers and show them what sets Balcones apart in the whisky space, especially in the booming American Single Malt category," said Dudley.

Made in partnership with creative agency Sidecar, the campaign features digital and social advertising, as well as organic social content, and will be supplemented with PR and experiential activations.

"Balcones sees whisky, and so much more, from a new perspective," said Liz Klesath, managing partner at Sidecar. "It's rare to see a distillery based in Texas making single malts, so we opted for an artful campaign to highlight the creativity taking place in the often-misconceived Waco, Texas. The 'Whisky from a New Perspective' campaign kicks off the newest chapter for Balcones—showcasing their continued innovative approach to making whisky."

To learn more about Balcones, visit BalconesDistilling.com.

About Balcones Distilling 
Balcones Distilling pioneered a new landscape for whisky by combining centuries of single malt distilling tradition with the unique flavors of Texas. Synonymous with quality and innovation, Balcones Distilling is an award-winning distillery that is changing the state of whisky through its high-quality ingredients and unique processes to create layers of flavor in every expression.

Creator of the original Texas whisky, Balcones Distilling distills all of its beloved spirits inside the historic Texas Fireproof Storage Company building in downtown Waco. Guests can visit the distillery for tours, tastings and events to discover the new state of whisky with Balcones. Visit BalconesDistilling.com for more information.

About Diageo North America 
Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Casamigos, DeLeon and Don Julio tequilas, Captain Morgan, Baileys, Tanqueray and Guinness.

Diageo is listed on both the New York Stock Exchange (NYSE: DEO) and the London Stock Exchange (LSE: DGE) and their products are sold in more than 180 countries around the world. For more information about Diageo, their people, brands, and performance, visit www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice. Follow on Twitter and Instagram for news and information about Diageo North America: @Diageo_NA.

About Sidecar
Sidecar is an independent, award-winning creative agency specializing in the drinks industry. Headquartered in New York with a network from London to LA, Sidecar stays on the pulse of global drinks culture to craft strategic brand stories and transform them into creative that cuts through. By building dynamic visual identities, engaging experiences, and fully integrated campaigns, Sidecar is on a mission to turn heads and fill glasses for some of the world's best drinks brands.

The drinks industry demands a specialist approach. At Sidecar, drinks are all we do. Learn more at SidecarDrinks.com and @sidecar.drinks.

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Coachbuilt Whisky Announces Partnership with Williams Racing

Williams Racing and Coachbuilt Whisky, a premium blended whisky co-founded by 2009 F1 World Champion and Williams Racing Brand Ambassador Jenson Button, today announce a dynamic licensing partnership.

This collaboration brings together two innovators in their respective domains, merging the expertise of Williams Racing in motorsport engineering with the passion for precision and craftsmanship embodied by Coachbuilt.

The alliance will see a number of limited-edition whiskies produced that pay homage to Williams Racing’s rich heritage and reflect the team’s current journey to return to the front of the grid. It will also celebrate the long and prosperous relationship between Williams and Jenson which began in 2000 when the team provided him with his breakthrough opportunity in Formula 1.

Beyond the special editions, the licensing partnership will see the core Coachbuilt edition poured at Williams events and in the paddock, in addition to merchandise lines and other activations.

Paul Asencio, Chief Revenue Officer of Williams Racing: “We look forward to working alongside Coachbuilt Whisky to create a range of products and experiences that honour the legacy of the Williams Racing. Coachbuilt have really hit the ground running in the whisky sector in the short space of time since their launch and it’s an exciting moment to be able to further our relationship with our Brand

Ambassador Jenson Button.”
Jenson Button, Co-Founder of Coachbuilt Whisky and Williams Racing Brand Ambassador: “We launched Coachbuilt in 2021 and, as with any business, you launch with plans and grand aspirations which you strive to achieve. To be partnering with Williams Racing as we celebrate only our third birthday is quite extraordinary and I couldn't be prouder. To work with a team so rich in heritage and one that has so many milestone moments means so much and we're excited to embark on a partnership which will see us create liquids to honour some of the most special moments in Williams Racing's history.”
Ends

About Williams Racing 
For almost 50 years, Williams Racing has been at the forefront of one of the fastest sports on the planet, being one of the top three most successful teams in history competing in the FIA Formula 1 World Championship. With an almost unrivalled heritage of engineering and racing F1 cars and unforgettable eras that demonstrate it is a force to be reckoned with, the British squad boasts 16 F1
World Championship titles to its name. Since its foundation in 1977 by the eminent, late Sir Frank Williams and engineering pioneer Sir Patrick Head, the team has won nine Constructors’ Championships, in association with Cosworth, Honda and Renault. Its roll call of drivers is legendary, with its seven Drivers’ Championship trophies being lifted by true icons of the sport: Alan Jones, Keke
Rosberg, Nelson Piquet, Nigel Mansell, Alain Prost, Damon Hill and Jacques Villeneuve. The team has made history before and is out to make it again with a long-term mission to evolve and return to the front of the grid.

About Coachbuilt Whisky

Williams Grand Prix Engineering Limited, registered in England. CO REG No 1297497. Registered address Grove, Wantage, Oxfordshire, OX12 0DQ.
Inspired by the historic art of automotive coachbuilding - where a custom-made body is seamlessly merged with a specific chassis - Coachbuilt creates a bespoke and distinctive blended Scotch whisky, where each element complements the other. Our mission is to celebrate and elevate the art of blended Scotch whisky with an emphasis on precision, craftsmanship, and attention to detail. Using liquid from all five regions of Scotch Whisky, Coachbuilt embodies flavours from every corner of Scotland. Each and every component is of the utmost importance, and piecing them together takes extreme skill and craftsmanship.

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Bulleit Frontier Whiskey 12-Year-Old Rye returns after five years

irst released in 2019, Bulleit has brought back the award-winning expression as the Rye whiskey category continues to grow

LOUISVILLE, Ky., April 11, 2024- After five years, a 2019 San Francisco World Spirits Competition Gold Medal, and a clamor of requests from bartenders and fans alike, Bulleit Frontier Whiskey is announcing the return of its 12-Year-Old American Straight Rye Whiskey.

Bulleit Rye 12-Year-Old is a limited-availability extension of Bulleit Rye Whiskey, America's #1 selling rye whiskey¹. The 12-Year-Old uses the same mash bill as the flagship Rye:  95% rye and 5% malted barley- one of the highest rye percentages on the market. Aged and matured to perfection in new charred American white oak barrels for a minimum of 12 years, this 2024 release incorporates whiskey from barrels aged up to 17 years in the blend. The result is a smooth, aged taste as before, but with nuanced differences from the 2019 release. On the nose, we get light, fruity, woody-oaky, floral, and vanilla-spice notes. Bottled at 92 proof (46% ABV), on the palate it is semi-sweet, clean, and crisp. The finish is enjoyable with a slight-woody vanilla spice taste.

Jesse Damashek, Senior Vice President of Whiskies & Liqueurs at Diageo commented: "Consumers and bartenders alike prefer rye's unique spicy flavor profile which adds a distinctiveness to classic cocktails. At Bulleit, we are proud to have been able to contribute to this fast-growing category ever since we launched our first rye expression in 2011.

In bringing back the Rye 12-Year-Old we are responding to the demands from whiskey lovers for more premium expressions in the rye category. Our first release in 2019 performed exceptionally in the on and off trade. What we've created with this 2024 release continues our long tradition of striving to satisfy the growing appetite for bold, distinctive, and delicious premium whiskey."

Bulleit Master Blender Andrew MacKay added: "This Bulleit Rye 12-Year-Old release remains true to the rye whiskies we've crafted before. The rye spicy character shines through the age of the whiskies and balances with those mature, elevated, and well-rounded flavors that originate from hand-selected barrels up to 17 years old. I do think it is best enjoyed neat or possibly with a single ice cube – which opens up some fruity character."

Bulleit Rye 12-Year-Old is available nationally (except for Maine) wherever fine spirits are sold, with a manufacturer's suggested retail price of $54.99 for a 750ml bottle. The whiskey is packaged in the iconic Bulleit bottle, with a new all-green label that prominently features the 12-year-old age statement.

No matter where or how you decide to enjoy Bulleit Rye 12-Year-Old, Bulleit reminds consumers 21+ to please remember to taste and serve responsibly.

About Bulleit Frontier Whiskey
Bulleit, founded in 1987, is one of the fastest-growing whiskeys in America. The brand attributes that growth to bartenders and cultural partners who have adopted it as their own. The Bulleit Frontier Whiskey portfolio is distilled and aged in the Bulleit family tradition, using a distinctive high rye recipe, which gives them a bold, spicy, yet distinctively smooth taste. The award-winning Kentucky whiskey most recently won a Double Gold medal for Bulleit 10-Year Old and Gold Medals for Bulleit Bourbon and Bulleit Rye at the 2021 San Francisco World Spirits Competition. In 2017, Bulleit celebrated its 30th anniversary with the opening of a new, state-of-the-art distillery located in Shelbyville, KY. Constructed with a focus on sustainable practices including natural habitat protection, water conservation and local ingredient sourcing. In 2019, a Visitor's Centre at the Bulleit Distilling Co. in Shelbyville opened to share our modern, technological, and sustainable approach to making great whiskey. In 2021, Diageo opened its first carbon-neutral whiskey distillery in Lebanon, KY with Bulleit being the first and leading brand being produced at the site. supplementing existing production at the Bulleit Distilling Co. For more information, visit www.bulleit.com or follow @Bulleit on Instagram.

About Diageo
Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Casamigos, DeLeon and Don Julio tequilas, Captain Morgan, Baileys, Tanqueray and Guinness.

Diageo is listed on both the New York Stock Exchange (NYSE: DEO) and the London Stock Exchange (LSE: DGE) and their products are sold in more than 180 countries around the world. For more information about Diageo, their people, brands, and performance, visit www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice.

Follow on Twitter and Instagram for news and information about Diageo North America: @Diageo_NA.

¹ Source: Nielsen Data - Rye Segment Analysis 3.23.24

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OVERHOLT™, THE LONGEST-STANDING AMERICAN WHISKEY BRAND, LAUNCHES A. OVERHOLT STRAIGHT RYE WHISKEY, REVITALIZING OVERHOLT'S ORIGINAL PENNSYLVANIA MONONGAHELA MASH WITH A CONTEMPORARY APPROACH

A. Overholt pays homage to its heritage with a fully balanced, robust and complex American rye available nationwide today

CLERMONT, Ky., April 10, 2024-- Today, Overholt™, the longest-standing American whiskey brand maintained continuously since 1810, announced its newest release, A. Overholt shepherding the newest evolution of Pennsylvania Rye imbued with heritage and legacy. Reintroducing consumers to one of the first styles of American whiskey, Overholt™ is reclaiming its stature as one of the most iconic rye whiskey brands by redefining the breadth and future of rye. A. Overholt uses the same mashbill Overholt™ founder, Abraham Overholt used in 1810 – 80% rye grain and 20% soft malted barley – creating a fully warm yet deep spice, similar to rye whiskey from the 1800's.

A. Overholt shepherds the newest evolution of Pennsylvania Rye imbued with heritage and legacy.

Since inception, Overholt™ has forged forward through every era, including being one of the only spirits brands to survive prohibition, with the same clarity and tenacity Abraham Overholt had when crafting in 1810. Today, Freddie Noe, 8^th Generation Master Distiller of the Fred B. Noe Distillery at The James B. Beam Distilling Co. champions the legacy, propelling the brand forward through the rebirth of this whiskey's iconic legacy liquid, A. Overholt - Pennsylvania born, Kentucky made.

"With over 200 years of exceptional craftmanship, Overholt™ is engrained in American history with its industrial roots and as a spirit that has set the industry standard since inception," said Freddie Noe. "The newest launch of A. Overholt is the result of highly crafted whiskey, informed and inspired by generational expertise, and I'm honored to steward this brand forward while paying homage to its past and our shared commitment to American whiskey innovation."

The Overholt™ brand is known as A Keystone of American Rye Whiskey because of the shared qualities between Abe and The Keystone State itself: hard work, steely grit, big ideas, firm conviction, and its long-standing industrious spirit. It's this conviction that drove Abraham Overholt forward – through wars, prohibition, cultural strife, and plenty of double shifts. Its indomitable spirit has remained resilient despite various changes in ownership and production throughout the years, including a change in hands to Abraham's own grandson, American industrialist Henry Clay Frick. Today, the Pennsylvania-born whiskey of the Industrial Revolution is produced in Clermont, Kentucky at the James B. Beam Distilling Co., where the rich tradition of American production lives on.

A. Overholt joins the ranks of this beloved, and trade favorite portfolio currently consisting of Old Overholt 4YO, Old Overholt 4YO Bottled in Bond, and Old Overholt Extra Aged Cask Strength. Enjoy A. Overholt neat or on the rocks or in a cocktail such as the Perfect Manhattan or Scofflaw to experience the boldness and versatility of the newest expression. A. Overholt will be available nationwide across the U.S., in-store and find a bottle near you on OverholtRye.com bottle locator, beginning April 2024. For real-time information about A. Overholt follow along on Instagram @BeamDistilling and www.beamdistilling.com.

A. OVERHOLT STRAIGHT RYE WHISKEY | 47.5% ABV | SRP: $39.99

• COLOR - Clover Honey
• AROMA - Caramel, subtle layers of sandalwood and caraway
• TASTE - Brown butter, honeysuckle, clove, seasoned oak
• FINISH - Pleasant, Lingering notes of warm rich baking spice

About Overholt™
Overholt™ is one of the longest-standing US whiskey brands in American history. Originally created in West Overton, Pennsylvania and established in 1810 by its namesake Abraham Overholt, the brand pays homage with its new A. Overholt Monongahela Mash - our first foray back to our roots with a Pennsylvania Style-inspired classic rye. As A Keystone of American Whiskey, its tenacious spirit has remained resilient throughout history's changing landscape and consumer tastes with an unbroken chain of ownership and sale since its inception. Today, the Pennsylvania-born whiskey that's existed for more than two centuries is produced in Clermont, Kentucky at the James B. Beam Distilling Co., where its rich tradition of American production lives on.

About Beam Suntory
As a world leader in premium spirits, Beam Suntory inspires the brilliance of life by delivering great consumer experiences through its world-class portfolio of brands.  Known for its craftsmanship of premium whiskies, including Jim Beam®, Maker's Mark®, Basil Hayden® and Knob Creek® bourbons; Japanese whiskies, including Yamazaki®, Hakushu®, Hibiki® and Toki™; and leading Scotch brands including Teacher's, Laphroaig® and Bowmore®, Beam Suntory also produces leading brands such as Courvoisier® cognac, Tres Generaciones®, El Tesoro® and Hornitos® tequila, Roku™ and Sipsmith® gin, Canadian Club® whisky, and is a world leader in ready-to-drink cocktails, with brands like -196 and On The Rocks™ Premium Cocktails.

A global company with approximately 6,000 employees in more than 30 countries, one of Beam Suntory's core values is Growing for Good and through its Proof Positive sustainability strategy, the company has committed to ambitious goals and investments to promote environmental sustainability in its operations, ensure the company has a positive impact on the communities where employees live and work, and programs to educate and inform consumers to make the right personal choices about drinking. Headquartered in New York City, Beam Suntory is a subsidiary of Suntory Holdings Limited of Japan. For more information on Beam Suntory, its brands, and its commitment to social responsibility, please visit www.beamsuntory.com and www.drinksmart.com.

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Lux Row Distillers Introduces Ezra Brooks 99 Port Wine Cask Finish

Award-winning brand extends its portfolio with unique new variant

ST. LOUIS , April 9, 2024 Lux Row Distillers announced the latest addition to the Ezra Brooks brand family: Ezra Brooks 99 Port Wine Cask Finish. Finished in port casks from Portugal for six months, Ezra Brooks 99 Port Wine Cask Finish delivers the great spicy ryed bourbon taste and smooth finish Ezra Brooks is known for in its already bold 99 proof bourbon, with additional flavor notes. The new variant will start shipping to retailers later this month at a suggested retail price of $34.99 per 750 ml bottle.

With a mash bill of 78% corn, 10% rye and 12% malt, Ezra Brooks 99 Port Wine Cask Finish is distilled using the highest quality ingredients, aged the old-fashioned way and bottled at 99 proof (49.5% ABV). Distinctive packaging features prominent callouts and a special label color highlighting the port cask finish.

"We created Ezra Brooks 99 Port Wine Cask Finish for bourbon fans looking for an elevated taste profile and unique flavor option," said Eric Winter, Ezra Brooks brand manager. "Lux Row Master Distiller John Rempe was intrigued by the juxtaposition of ryed bourbon's spicy flavor profile and the sweeter, dark fruit notes often found in port wines."

"This special finish brings notes of vanilla, tobacco and leather together on the nose, and sweet fruitiness and dark chocolate on the palate," said Rempe. "We're excited to share this special new variety with consumers as the first in a planned series of annual finishes for the Ezra Brooks 99 family."

About Luxco
Founded in St. Louis in 1958 by the Lux Family, Luxco is a leading producer, supplier, importer and bottler of beverage alcohol products. Our mission is to meet the needs and exceed the expectations of consumers, associates and business partners. Merged with MGP Ingredients, Inc. in 2021 (Nasdaq: MGPI), Luxco operates as MGP's Brands Division and manages all MGP/Luxco brands. This extensive and award-winning spirits portfolio includes well-known brands from four distilleries: Bardstown, Kentucky-based Lux Row Distillers, home of Ezra Brooks, Rebel, Blood Oath, David Nicholson and Daviess County; Lebanon, Kentucky-based Limestone Branch Distillery, maker of Yellowstone Kentucky Straight Bourbon Whiskey, Minor Case Straight Rye Whiskey and Bowling & Burch Gin; Jalisco, Mexico-based Destiladora Gonzalez Lux, producer of 100% agave tequilas, El Mayor, Exotico and Dos Primos; and Ross & Squibb Distillery in Lawrenceburg, Indiana, where Remus Straight Bourbon Whiskey and Rossville Union Straight Rye Whiskey are produced. The innovative and high-quality brand portfolio also includes Penelope Bourbon, Everclear Grain Alcohol, Pearl Vodka, Saint Brendan's Irish Cream, The Quiet Man Irish Whiskey, Green Hat Gin and other well-recognized brands. For more information about the company and its brands, visit luxco.com.

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