Leading Innovative Beverage Company, Misunderstood Whiskey Co., Announces Third 'Have a Toddy, Help Somebody' Campaign

JERSEY CITY, N.J., Feb. 3, 2025 -- Misunderstood Whiskey Co., a leader in the emerging beverage sector, is proud to announce the return of its philanthropic campaign, "Have A Toddy, Help Somebody," in honor of National Cancer Prevention Month this February. The campaign raises funds for the JDJ Charitable Foundation to support families battling cancer and has raised over $20,000 to-date with ambitions to make this the most successful year yet.

Throughout February, one dollar for every 750ml bottle sold of Misunderstood Ginger Spiced Whiskey will be donated to the JDJ Foundation. Those interested in giving back can take part in the "Have a Toddy, Help Somebody" campaign by purchasing a bottle online at shopmisunderstoodwhiskey.com or at select retailers across the nation. Bars and restaurants in select states around the nation will also be showcasing a Hot and Iced Toddy with Misunderstood Ginger Spiced Whiskey in support of the cause.

The JDJ Foundation is a 501(C)(3) non-profit that was started by James Blauvelt after losing both of his parents to cancer. JDJ provides financial support to families battling cancer, grants scholarships to deserving high school seniors affected by cancer, and funds leading cancer research as core initiatives. This is the third year that JDJ and Misunderstood have teamed up to provide financial assistance to cancer families by reimbursing them for living, food, travel, and other expenses during difficult times.

"This campaign is incredibly important to us. We cherish the ability to support families who are navigating tough times and partner with our good friend James," shared JD Recobs and Chris Buglisi, co-founders of Misunderstood Whiskey Co. "We're grateful for the growing number of partners and customers who've embraced this initiative and aim to make a greater impact this year."

"Over the years, the success of this campaign has allowed us to help families battling brain cancer and leukemia with food, grocery, gas and utility bills," said James Blauvelt, founder of JDJ Charitable Foundation. "The financial toxicity that comes with fighting cancer can be stressful and difficult. At JDJ, we can put your donations into action immediately to help families battling today. We are grateful for Misunderstood Whiskey's continued generous support."

To spotlight the cause initiative, Misunderstood Whiskey Co. has shaken and stirred up eight toddy recipes, both hot and iced, including the Ginger Hot Toddy and TIKI Toddy. Each of the eight recipes, which can be found at misunderstoodwhiskey.com/have-a-toddy, features Misunderstood's flagship whiskey—Misunderstood Ginger Spiced Whiskey—a blend of select bourbon and American whiskey, aged in American oak barrels, and finished with two types of real ginger for a refreshingly distinct smooth taste. Bars and restaurants who are interested in making an impact can reach out to info@misunderstoodwhiskey.com to learn more.

Ginger Hot Toddy

2 oz Misunderstood Ginger Spiced Whiskey

5 oz Hot Water or Chamomile Tea

½ oz Honey Syrup

Squeeze of Fresh Lemon

Garnish with Star Anise, Cinnamon Stick, and/or Lemon Peel (Optional)

Directions: Combine ingredients in a hot mug. Stir and garnish. Serve warm.

TIKI Toddy (Iced)

1 ½ oz Misunderstood Ginger Spiced Whiskey

1 oz Passion Fruit Liqueur

1 oz Lemon Juice

½ oz Honey Syrup

Directions: Combine all ingredients in a shaker with ice. Shake and strain into a rocks glass over fresh ice. Garnish with a pineapple front and purple orchid.

About Misunderstood Whiskey

Misunderstood Whiskey Co. started as a kitchen recipe by two best friends who set out to create fun, easy-drinking whiskeys made with honest ingredients. Misunderstood Whiskey is delicately crafted to be approachable for newbies, yet balanced for whiskey enthusiasts. Misunderstood's flagship whiskey is an American Whiskey blended with real ginger to mellow the finish and is proudly bottled at 80 proof in Bardstown, KY.  The Misunderstood Whiskey founding team is also the creator of OATRAGEOUS Oat Milk Liqueur, the first dairy free cream liqueur portfolio in the United States.

About JDJ Foundation

The JDJ Charitable Foundation is a 501(C)(3) public nonprofit that was started by James Blauvelt, close friend of the Misunderstood Whiskey Founders, JD and Chris. James, who lost both of his parents to cancer, started the JDJ Foundation to provide financial support to families battling cancer, grant scholarships to deserving high school seniors affected by cancer, and fund leading cancer research as core initiatives. JDJ and Misunderstood have teamed up to provide financial assistance to cancer families by reimbursing them for living, food, travel, and other expenses during difficult times.

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Welsh Whisky Scores Big with Rugby Fans in Japan and France

Penderyn Distillery, Wales' premiere whisky producer, is experiencing a surge in popularity in Japan and France, thanks to an unexpected alliance between Welsh whisky and rugby enthusiasm.

As the Six Nations Championship unfolds across the UK and France, Penderyn's single malt whisky has become the toast of rugby fans, particularly in Japan, where it has outpaced all other Welsh food and beverage exports in consumer awareness and popularity.

Stephen Davies, CEO of Penderyn Distillery, comments on this phenomenon: "We're thrilled to see Penderyn Single Malt Welsh Whisky becoming synonymous with Welsh rugby in the minds of Japanese and French consumers. It's a testament to the universal language of sport and the quality of our product that we've managed to capture the hearts of rugby enthusiasts across the globe".

Rugby Fever Fuels Whisky Sales

The connection between Penderyn whisky and Welsh rugby has proven to be a winning combination in Japan. Recent research by Food & Drink Wales revealed that Welsh whisky enjoys a remarkable 39% consumer awareness in Japan, surpassing all other Welsh produce categories. This heightened awareness coincides with Japan's growing passion for rugby, particularly following their impressive performance in recent international tournaments.

Davies elaborates, "The Welsh dragon, which adorns our bottles, has become a powerful brand asset in Japan. It's comparable to the Union Jack in Japanese consumers' minds, representing not just our whisky, but the spirit of Welsh rugby".

Six Nations Championship Boosts European Sales

As the Six Nations Championship progresses, Penderyn is seeing a parallel increase in sales across European markets, particularly in France. The tournament, which showcases the best of Northern Hemisphere rugby, has become an ideal platform for Penderyn to showcase its world-class whisky.

"France has quickly become one of our fastest-growing markets," Davies notes. "The French appreciation for both fine spirits and rugby has created a perfect storm for Penderyn. Our presence at match venues and partnership with Welsh rugby events have significantly boosted our visibility and sales".

A Dram for Every Try

Penderyn's marketing strategy has cleverly capitalized on the rugby connection, introducing special edition bottles commemorating significant Welsh rugby victories and partnering with rugby clubs for exclusive tastings. This approach has resonated strongly with fans, who now see Penderyn as an integral part of the match-day experience, whether at the stadium or watching from home.

Davies shares an anecdote: "We've heard stories of Japanese and French fans toasting every Welsh try with a dram of Penderyn. It's become a ritual that bridges cultures and celebrates the spirit of the game".

Quality Meets Tradition

While the rugby connection has opened doors, it's the quality of Penderyn's whisky that keeps consumers coming back. The distillery's unique Faraday stills, a legacy of the late Dr. Jim Swan, produce a light, fruity spirit that appeals to the discerning palates of Japanese and French whisky enthusiasts.

"Our whisky stands on its own merits," Davies says. "The rugby association may introduce new consumers to Penderyn, but it's the exceptional quality that turns them into loyal fans".

Looking Ahead

As Penderyn continues to expand its presence in Asia and Europe, the distillery is exploring ways to further strengthen its ties with rugby. Plans are underway for limited-edition releases tied to major tournaments and collaborations with rugby legends.

"We're not just selling a drink; we're offering a taste of Welsh culture and sportsmanship," Davies explains. "Every bottle of Penderyn carries with it the passion of Welsh rugby and the craftsmanship of Welsh distilling".

The success of Penderyn in Japan and France demonstrates the power of cultural connections in international markets. As the Six Nations Championship continues to captivate audiences, Penderyn is poised to score even more fans, one dram at a time.

With three distilleries now operational in Wales, including the newest addition in Swansea, Penderyn is well-positioned to meet the growing international demand fueled by rugby enthusiasm. The distillery's expansion aligns perfectly with the increasing global interest in both Welsh whisky and rugby.

As the final whistle blows on this year's Six Nations Championship, it's clear that Penderyn has secured a victory beyond the rugby pitch, cementing its place as a beloved Welsh export and a cherished part of rugby culture in Japan, France, and beyond.

About Penderyn Distillery:

www.penderyn.wales
Penderyn Distillery is a pioneering Welsh whisky producer located in the Brecon Beacons National Park, the Copperworks in Swansea and Llandudno, North Wales, reviving Wales' long-dormant whisky-making tradition. Founded in 2000 as the Welsh Whisky Company, Penderyn became the first commercially available Welsh whisky producer since 1894, launching its first single malt in 2004.
The distillery is renowned for its innovative Faraday Still distillation process, which produces a remarkably pure spirit with 92% alcohol in a single distillation run.
Penderyn crafts its distinctive single malts using a unique combination of ex-bourbon and Madeira casks, creating complex and fruity flavour profiles.

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JOHNNIE WALKER BLENDED SCOTCH WHISKY AND RONNY CHIENG CELEBRATE LUNAR NEW YEAR, HONORING TRADITIONS WHILE MAKING THEM YOUR OWN FOR A MEMORABLE CELEBRATION

Johnnie Walker continues its tradition with a limited edition Blue Label Lunar New Year bottle designed by James Jean, inviting whisky lovers to gift, savor and celebrate the Year of the Snake

NEW YORK, Jan. 30, 2025 - Johnnie Walker, the world's number one blended Scotch whisky, is celebrating the occasion by bringing a touch of humor and heart to the holiday in partnership with Emmy-winning correspondent from The Daily Show and actor/comedian from Interior Chinatown Ronny Chieng. With the arrival of the Year of the Snake – symbolizing wisdom and transformation – Johnnie Walker and Ronny are embracing the evolving customs that reflect the dynamic spirit of the season, honoring both tradition and progress.

This year marks the 12th anniversary of Johnnie Walker's celebration of Lunar New Year with a limited edition bottle release: Johnnie Walker Blue Label Year of the Snake. Designed in collaboration with visionary artist James Jean, the bottle completes the entire Lunar New Year Zodiac cycle, further cementing Johnnie Walker's roots in community celebration and collaboration with progressive partners in traditional spaces to help shape the future.

"I'm proud to contribute to such an iconic tradition of the brand again this year, reflecting the spirit of progress that is at the heart of Johnnie Walker Blue Label," says James Jean. "For this year's design, I wanted to capture the energy and idea of renewal associated with the Year of the Snake by bringing a fresh perspective that still honored the deep cultural significance of the holiday."

Alongside this year's release, Ronny brings his signature sharp wit and fresh perspective to the season's celebrations while reflecting on a deeper meaning of the holiday. Sharing personal traditions with his wife Hannah Pham, they celebrate with family, food and Johnnie Walker Blue Label which they savor in a Golden Orange Old Fashioned, a twist on their favorite cocktail. Their continued customs include exchanging gifts and preparing 'Yu Sheng', a vibrant dish incorporating ingredients symbolizing prosperity, longevity and abundance.

"Lunar New Year is all about coming together to celebrate and honor family traditions, but it also offers an opportunity to evolve those customs," says Ronny Chieng. " Hannah and I are very happy to welcome Johnnie Walker into our Lunar New Year celebrations, making new traditions uniquely our own."

In the spirit of coming together, Johnnie Walker is also launching the next iteration of 'The Johnnie Walker Blue List', a digital guide that showcases the best bars and restaurants to enjoy Blue Label cocktails and food pairings in cities across the U.S. This year, the 'Blue List' will spotlight establishments to help fans celebrate and savor the new year as well as where to find this year's limited edition Year of the Snake Blue Label bottle to elevate gift giving with loved ones 21+.

"Created in collaboration with progressive partners in traditional spaces, The 'Blue List' invites fans to actively participate in the future of the celebration, offering a fresh way to honor Lunar New Year traditions while supporting the communities that celebrate it - embodying Johnnie Walker's iconic 'Keep Walking' message of embracing progress and moving culture forward," says Josh Dean, Vice President of Johnnie Walker at Diageo North America. "By spotlighting these restaurants and bars and tapping into their culinary and local trend expertise, we're able to recognize their impact on the culinary scene and push the boundaries of how Scotch whisky can be enjoyed, inspiring new ways to celebrate and connect."

Bars and restaurants in California, Texas, New York, Florida and Chicago will offer these dynamic pairings, providing fans 21+ with a flavorful way to celebrate the holiday while supporting the community's local businesses.

For more information about Johnnie Walker's Lunar New Year celebrations and the 'Blue List', visit johnniewalker.com/en-us/keep-walking/the-blue-list and follow @JohnnieWalkerUS.

ABOUT JOHNNIE WALKER:
Johnnie Walker is the world's number 1 Scotch Whisky brand* (IWSR 2023) & the world's number one International Spirits Brand* (IWSR 2023 Relative Market Share), enjoyed by people in over 180 countries around the world. Since the time of its founder, John Walker, those who blend its whiskies have pursued flavor and quality above all else.

Today's range of award-winning whiskies includes Johnnie Walker Red Label, Blonde, Black Label, Double Black, Green Label, Gold Label Reserve, Aged 18 Years, and Blue Label. Together they account for over 22 million cases sold annually (IWSR, 2023). Johnnie Walker is also the number one best-selling Scotch and number one trending Scotch (Drinks International, 2024).

*By RSV 2023

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

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CROWN ROYAL HONORS NEW ORLEANS WITH LIMITED-EDITION STARTER SUPER BOWL LIX SATIN JACKET INSPIRED BY THE HISTORIC CITY

The Official Whisky Sponsor of the NFL taps New Orleans Legends Juvenile and Mannie Fresh and more to drive generosity and pay homage to the city ahead of the Big Game

NEW ORLEANS, Jan. 29, 2025 -- All NFL season long, Crown Royal has brought its spirit of generosity to NFL stadiums and cities nationwide with the first ever Crown Royal Rig Tour. Now, the Official Whisky Sponsor of the NFL is headed to New Orleans for Super Bowl LIX, where Crown Royal will debut its partnership with one of the most iconic sports apparel companies in the world, Starter. The collaboration will showcase the shared legacy of the two brands, commemorating Super Bowl LIX in the vibrant city of New Orleans.

Two heritage brands, Crown Royal and Starter have seamlessly merged to celebrate the unique spirit of New Orleans through the limited-edition Crown Royal x Starter NFL Super Bowl LIX Satin Jacket - exclusively available in New Orleans over Super Bowl LIX weekend. The jacket features key details that mark this moment in time:

• The collectible piece boasts a satin black body, adorned with the iconic Crown Royal logo and NFL shield on the front chest.
• In classic Starter fashion the jacket features two unique patches on the left upper sleeve both dedicated to memorialize the 2024 Crown Royal Rig Tour. 
• The back showcases the Official Super Bowl LIX logo, featuring Mardi Gras-inspired red, green and gold colored patterns that evoke the designs of the French Quarter's balcony ironworks.
• Complete with a special design that champions the host city, New Orleans, written in elegant script and a gold embroidered outline of Louisiana.
• Finished with a subtle nod to the Award-Winning Whisky's legendary iconography, the Crown Royal crown.

More than just a game-day style statement, the jacket symbolizes a commitment to giving back, with net proceeds* benefiting the Foundation for Louisiana†. The nonprofit invests in communities and ideas, builds partnerships, and transforms policies and systems for an equitable, stronger Louisiana, emphasizing Crown Royal's deep-rooted commitment to generosity within the community.

To debut the collaboration, Crown Royal has enlisted legendary icons that embody the spirit of New Orleans. The brand tapped New Orleans Legend and Rapper Juvenile to unveil this iconic piece in a stunning setting reflective of the city. Ahead of the Big Game, Hip Hop luminary Mannie Fresh will join in on the celebration at the Starter House. For one night only, the Starter House will showcase this one of a kind piece alongside the city's rich musical heritage featuring a private performance from Mannie Fresh and Juvenile in the heart of the French Quarter.

"New Orleans is a part of my identity. Partnering with Crown Royal to drop these jackets is all about celebrating what makes this city so special," said Juvenile. "These jackets are only available in New Orleans, so make sure you get one while you can and rep New Orleans."

The Limited-Edition Crown Royal x Starter NFL Super Bowl LIX Satin Jacket will be available to purchase only at the Starter x NFL Shop Presented by Visa at 333 Canal Street in New Orleans, 2/5 – 8/2025, for an SRP of $250 plus tax, while supplies last.

"For the past four years, our 'Kick Off with Crown' program has continued to build and support local communities, and this Super Bowl is no different," said Jesse Damashek, Sr. Vice President North American Whiskeys at Diageo. "We're thrilled to collaborate with an iconic brand like Starter to create a one-of-a-kind piece of Super Bowl memorabilia that pays tribute to the city of New Orleans and make a lasting impact through our support of the Foundation for Louisiana."

Join the Celebration in New Orleans
The celebration of New Orleans will continue right up to the Big Game when the Crown Royal Rig sets up shop for the ultimate Super Bowl LIX experience – the Crown Royal Station. The high-energy tailgate is designed to immerse fans 21+ in a curated experience filled with local flavors, and legendary talent, including surprise appearances from NFL Legends and performances from Tank & The Bangas, Big Sam's Funky Nation and more local artists, that will showcase and celebrate the unmistakable spirit of New Orleans.

At the heart of the Crown Royal Station is generosity; guests will have the opportunity to participate in the Purple Bag Project, where every bag packed with wellness essentials will trigger a $1 donation† to the Foundation for Louisiana. Those who can't visit the Crown Royal Station in-person will have a chance to join in on the generosity by commenting a crystal ball emoji on a special Crown Royal Instagram story, where every qualifying comment‡ 2/8 - 2/9 11:59PM CT will trigger a $1 donation to the Foundation for Louisiana†. Follow @crownroyal on Instagram for more details!

Fans 21+ can sign up for the Crown Royal Newsletter HERE to learn more about the Crown Royal Station.

On Super Bowl Sunday, Crown Royal will head down to Caesars Superdome and drum up excitement ahead of the Big Game at NFL Gameday Experience with the Crown Royal Locker Room. Combining the thrill of game day with the signature taste of Crown Royal, guests 21+ can enjoy delicious Crown Royal Blackberry and Deluxe cocktails and partake in photo moments with co-branded gear, jerseys, helmets, and the brand's iconic purple bags.

Crown Royal invites fans 21+ to raise a glass to all those who help make your game day great. No matter how you celebrate the Super Bowl, please drink responsibly.

*"Net Proceeds (I.e., sales – expenses) of  purchases of the Crown Royal x Starter NFL Super Bowl LIX Satin Jacket at Starter x NFL Shop Presented by Visa. Purchase not tax deductible.

†Donation made by Diageo Americas, Inc. Amount of Donation calculated based on combination of Crown Royal x Starter Jacket sales, consumer participation in Purple Bag Project at Crown Royal Station and qualifying comments made on Crown Royal Instagram story. Maximum Donation: $50,000. the Foundation for Louisiana, 2022 St. Bernard Avenue, Suite 122B New Orleans, LA 70116; https://www.foundationforlouisiana.org.

‡Only persons 21 years or older may post a comment. To result in donation of $1, comment must not violate 3rd party rights; advocate irresponsible or underage drinking or other inappropriate conduct; state or imply that alcohol beverage consumption is acceptable before or while engaging in any activity requiring a high degree of alertness or concentration (for example, driving a vehicle); refer/depict any person who is under 21; include hate speech of any kind; or otherwise reflect adversely on the CROWN ROYAL brand. Such determinations will be made by Diageo Americas, Inc. in its sole discretion.  

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 the King and Queen 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 Starter
Launched in 1971, Starter, one the most iconic, innovative and authentic licensed sports apparel companies in the world, has changed the face of the sports apparel industry forever. Through licensing deals with every major American sports league, the Starter S and Star completely connect the fan, the team and the player and allow the fan to "wear what the pros wear."

About Foundation For Louisiana:
Foundation for Louisiana (FFL) is a social justice philanthropic intermediary founded in 2005 as the Louisiana Disaster Recovery Foundation to invest in the immediate recovery of Louisiana's communities after Hurricane Katrina. While FFL was founded in the wake of Hurricane Katrina, our founders recognized the need to address the longstanding inequities that have shaped life outcomes for the most marginalized of Louisianans. Our programs grew in response to these needs, and today FFL focuses on racial justice, climate justice, criminal justice reform, economic justice, gender justice, and support for Louisiana's vibrant arts and culture. Learn more at foundationforlouisiana.org

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Enter The MaltyVerse: Where Rare Whisky Meets Comic Adventure

The MaltyVerse combines rare, premium whiskies with immersive storytelling, inviting collectors to enjoy exclusive spirits and get lost in a thrilling comic universe

NEW YORK, Jan. 29, 2025  -- The MaltyVerse, from the team behind Barrel Global, invites whisky connoisseurs and storytelling enthusiasts to embark on an unparalleled journey where the worlds of premium spirits and immersive storytelling collide. At the heart of the MaltyVerse is a collection of limited-edition whiskies, each paired with a unique story and comic artwork from illustrator Carl Harrison that elevates the experience of every pour. From Scotland's storied distilleries to the heart of Kentucky's bourbon trail, these spirits are handpicked for their rarity, craftsmanship, and ability to transport the drinker into another world.

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The story of the MaltyVerse is based 100 years in the future where whisky has become a commodity as rare as diamonds and gold. The villains in the MaltyVerse called Droom's are headed by Mr. Neat who are constantly scheming to steal the rare bottles of whisky while the ABV (Agency of Barrel Vigilance) led by Agent W work tirelessly to protect the universe's most rare liquid. As time goes on, the universe will expand with more characters inspired by other spirits including tequila, mezcal, and rum.

 

"I've always loved creating stories and I'm incredibly proud to share the MaltyVerse with the world, the first original comic universe tied to whiskey," says founder George Koutsakis. "There are a lot of great great whiskeys out there, and many great independent bottlers. I wanted to bring a new layer of enjoyment to the whole experience."

With intricate designs and limited production runs of only a few hundred bottles, the MaltyVerse each release integrates flavor with fiction, offering a unique take on whisky collecting. The newest MaltyVerse releases called "MaltyVerse Scenes" features one comic scene per bottle and include:

• MaltyVerse x Green River Distillery (6-year-old) - The MaltyVerse brings Green River Distillery's "A Wreck in Kentucky," which offers a bold 6-Year-Old Bourbon that embodies the resilience of this historic distillery which was founded in 1885 and restored recently restored to its former glory. This release showcases a masterful balance of flavors, making it a standout among collectors. Scenes are available via QR code.
• MaltyVerse x MB Roland Distillery (5-year-old) - The MaltyVerse brings MB Roland Distillery's "No Pressure Whiskey," a 5-Year-Old Bourbon with a robust, locally inspired profile. Nestled in Pembroke, Kentucky, MB Roland is celebrated for its artisanal approach, using food-grade white corn and local ingredients to craft spirits with undeniable character. With this release, The MaltyVerse highlights the innovation and tradition that define Kentucky's craft distilling community. Scenes are available via QR code.

Additional offerings and accompanying stories from The MaltyVerse Agent W Series include:

• Cambus Distillery (30-year-old) - The coveted Cambus 30-Year-Old Single Cask Whisky takes center stage in a thrilling tale, Agent W and the Secret Auction, where a rare bottle is stolen during an elite event, setting off a high-stakes chase. This Scotch whisky, aged to perfection, boasts unparalleled depth and complexity, with notes that speak to its remarkable craftsmanship. This release comes with a printed comic book for collectors to enjoy and save.

As the universe expands, collectors gain opportunities to share stories and experiences while engaging with others who appreciate rare whiskies and creative storytelling.

Bottles can be purchased directly on the MaltyVerse E-Commerce website here: https://www.maltyverse.com/ & can be shipped to 42 states.

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Penelope Bourbon expands its award-winning portfolio with Wheated

New expression's proof and price points make it a quality everyday bourbon for all

ST. LOUIS, Jan. 29, 2025 -- Penelope Bourbon introduced a new addition to its Core Series of bourbons with Penelope Wheated Bourbon. The latest innovation expands the Penelope lineup with an approachable wheated bourbon that delivers on versatility due to its proof and price points. Penelope Wheated is bottled at 95 proof (47.5% ABV) and available nationwide in February at a suggested minimum retail price of $39.99.

As the fifth core expression in Penelope's Core Series, Wheated Bourbon diversifies the portfolio that includes award-winning Architect, Barrel Strength, Four Grain and Toasted. Wheated complements the existing expressions with a profile that strikes the balance between robust flavor and smooth drinkability.

"Wheated bourbons are more popular than ever, and we think we hit the mark with this one, from flavor to proof to price," said Michael Paladini, Penelope founder and vice president of strategy for MGP. "It'll be a welcomed addition to our core line up."

With a carefully balanced mash bill of 74% corn, 16% wheat, 7% rye and 3% malted barley, Wheated delivers a rich, sweet character with a smooth finish. The touch of rye adds just the right hint of spice, resulting in an inviting bourbon with depth and complexity. Wheated opens with aromas of light oak, sweet corn, apple and pear; and includes flavors of vanilla, honey, caramel apple and hints of orange zest. The finish features lingering brown sugar, toasted oak and a touch of cinnamon spice.

"Wheated is the perfect addition to the Core Series portfolio," said Danny Polise, Penelope founder and master blender. "With its 95 proof point, Wheated brings full-bodied depth and complexity. A balance in blending we've been looking forward to releasing."

A product locator for the Penelope family of bourbons can be found here.

ABOUT PENELOPE BOURBON
Founded in 2018, Penelope Bourbon has become one of the country's fastest-growing whiskey brands. Named after founder Michael Paladini's daughter, Penelope Bourbon offers a range of uniquely blended and finished straight bourbon and rye whiskey expressions, known for their smoothness and rich flavor, perfect for sipping neat or mixing in cocktails.

Penelope's core expressions, including Four Grain, Barrel Strength, Architect, and Toasted Bourbon, have won more than 40 awards across the spirits industry. In 2024 alone, Penelope won Double Gold at the San Francisco World Spirits Competition for Barrel Strength and Toasted Rye, alongside innovation awards for limited releases such as Rio.

Penelope Bourbon continues to innovate within its Cooper Series, Limited Releases, and Estate Collection, further establishing its place among the top premium whiskey brands. Today, Penelope is available in 49 states and seven countries, proving that with passion, dedication, and love, anything is possible.

For more information, visit penelopebourbon.com or follow us on social media @penelopebourbon (Instagram/Facebook).

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Michter's Adds to Its Legacy Series With First Release of Bomberger's PFG™: Kentucky Straight Bourbon Finished in Precision Fine Grain Oak Barrels

LOUISVILLE, Ky., Jan. 28, 2025- The year 2025 marks the first release of Bomberger's PFG^™ (Precision Fine Grain) Kentucky Straight Bourbon. "Over the years, our flagship Bomberger's Declaration Bourbon has always had a rich, bold nature that I love. This new Bomberger's PFG^™ release continues our efforts to further experiment with Bomberger's and push the boundaries of American whiskey. It's a wonderful expression with great texture and a remarkable spectrum of rich, full flavors resulting from our team's thoughtful exploration of wood science under very specific conditions," commented Michter's Master Distiller Dan McKee.

Bomberger's PFG^™ is made by first aging Kentucky Straight Bourbon in a new toasted and charred American oak barrel. After full maturation, the Kentucky Straight Bourbon is removed from the first barrel and placed in a second new, custom, proprietary toasted and charred French fine grain oak barrel of the most exacting specifications. These barrels are toasted at a tightly defined temperature range for a precise period of time before they receive a select charring. The whiskey is matured in these second barrels before being dumped into small batches that undergo our signature filtration prior to bottling at 100.2 proof (50.1% ABV).

The Bomberger's PFG^™ finishing barrel is a blend of wood from various origins, including the revered Tronçais, Allier, Nevers, and Vosges forests. It is constructed from wood that has been naturally air dried outdoors for a minimum of 40 months in France near the Charente River, which has a unique seasoning environment influenced by humidity, microflora creation, climate, wind direction, and elevation. After this seasoning, the staves are hand selected to construct the Bomberger's PFG^™ finishing barrels.

The focus is to be precise at every step of the Bomberger's PFG^™ production process. Michter's Master of Maturation Andrea Wilson remarked, "The result is a medley of engaging aromas from confectionary to floral, a palate of beautifully integrated fruits and herbaceous notes with a full body and a luxurious, creamy texture that lingers with soft spice and chocolate."

The suggested retail price in the U.S. for a 750ml bottle of Bomberger's PFG^™ is $140.

With its Shenk's and Bomberger's Legacy release whiskeys, Kentucky Michter's honors the heritage of the Pennsylvania distillery founded as Shenk's in 1753 and renamed Bomberger's in the 1800's before becoming known as Michter's in the 20th century.

For more information about Michter's, please visit michters.com, and follow us on Instagram, Facebook, and X.

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KNOB CREEK® AND ELI MANNING TEAM UP TO ELEVATE BIG GAME CELEBRATIONS WITH BOLD PICKS ON THE FIELD AND IN YOUR GLASS

Bold Picks celebrates those who boldly stick to their standards and drink what tastes right with a limited-edition Knob Creek^® Single Barrel Bourbon, hand-selected by football legend, Eli Manning.

CLERMONT, Ky., Jan. 23, 2025 -- As excitement builds for the 2025 Big Game, Knob Creek^®, an original offering of The Small Batch Bourbon Collection™ and leading American Whiskey, is proud to partner with football legend and New Orleans native, Eli Manning, to introduce Knob Creek^® Bold Picks. To inspire fans to make confident choices, stick to their standards, and savor the perfect pour during the Big Game, Knob Creek^® and Eli Manning introduce ELI MANNING'S 2025 BOLD PICK, a limited-edition Knob Creek^® Single Barrel Bourbon available in select markets nationwide.

 

Just as Eli Manning's bold moves have defined unforgettable moments on the field, Knob Creek's^® bold, full-flavored bourbon elevates celebrations worth savoring. During the Big Game, while some fans reach for the usual, this limited-edition offering honors those who stay true to their own bold picks—whether that means cheering for the underdog or enjoying a glass of Knob Creek^® to elevate the moment.

"As the founding house of Small Batch American Whiskey, our family knows bourbon as well as Eli knows football, so it is an honor to collaborate on this Knob Creek^® limited-edition ELI MANNING'S 2025 BOLD PICK release," said Eighth Generation Master Distiller, Freddie Noe. "It was a pleasure to welcome Eli to our campus and into the rackhouse, where, together, we developed a full-flavored single barrel bourbon that truly stands out. I'm confident football and bourbon fans will enjoy it as much as we do and I know it's a whiskey that would make my grandfather and Knob Creek founder, Booker Noe, proud."

Hand-selected by former professional quarterback and self-proclaimed bourbon fan, Eli Manning, alongside Eighth Generation Master Distiller Freddie Noe, ELI MANNING'S 2025 BOLD PICK is patiently aged for a minimum of nine years in American white oak barrels and bottled at 120 proof, offering a full-flavor liquid that showcases the unmatched quality and craftsmanship for which Knob Creek^® is known. With its complex balance of vanilla and oak, it delivers a rich and unforgettable tasting experience that will elevate game-changing occasions.

"I partnered with Knob Creek^® because it's my favorite bourbon. Every sip is full of rich, bold flavor, making it perfect for celebrating life's big moments and wins," said Manning. "Whether it's the 9-year-old in an Old-Fashioned or sipping 12-year-old neat for something a little more special, Knob Creek^® is always my go-to, and I'm excited for fans to try my single barrel bold pick."

Knob Creek^® Single Barrel Bourbon: ELI MANNING' S 2025 BOLD PICK is bottled with the following characteristics:

• Proof: 120
• Aroma: Rich vanilla and butterscotch, with subtle cherry and leather notes.
• Taste: Toffee and honey upfront, layered with dark stone fruits and dark chocolate hints.
• Finish: A spicy kick of cinnamon and black pepper, with brown sugar and espresso, leaving a lingering warm taste.

Leading up to the Big Game, Eli Manning will make bold, unapologetic picks around the last playoff games culminating in the Big Game. By celebrating underdog victories and game-winning moments, his picks embody the bold spirit of Knob Creek^®, inspiring fans to make daring decisions of their own. Fans can follow along on Instagram @KnobCreek for his latest insights.

For those looking to make their own bold picks, Knob Creek^® is offering a chance to win an exclusive experience at the Fred B. Noe Distillery, the homeplace of bold bourbon. The winner and three guests will go on a private tour to gain an inside look at the warehouse selection process and the craftsmanship behind Knob Creek's® renowned flavors, along with airfare, hotel, transportation, and a $1,000 gift card to the American Outpost gift store. Fans can enter the sweepstakes via https://boldpicks.prod.fooji.com/ until February 10, 2025. Entrants must be 21+.

Knob Creek^® Single Barrel Bourbon: ELI MANNING' S 2025 BOLD PICK is available for a limited time at local retailers in three key locations, with a suggested retail price of $59.99 for a 750mL bottle:

• The New York Metro area, where Eli built his legendary football career.
• New Orleans, Eli's hometown.
• Los Angeles, a beloved sports hub known for their bold spirit.

For more information about ELI MANNING'S 2025 BOLD PICK and Knob Creek's^® award-winning* bourbon and rye portfolios, please visit www.KnobCreek.com or visit us on Facebook and Instagram @KnobCreek.

About Knob Creek^® Bourbon
Knob Creek^® has set the standard for super-premium whiskey for three decades by crafting extraordinary full-flavored bourbon with a rich taste. Knob Creek^® bourbons and ryes are patiently aged to perfection in new, maximum charred American Oak barrels to impart the biggest and fullest flavor on their whiskey. No matter the expression, Knob Creek^® is crafted without shortcuts and embodies the pre-Prohibition style that founding distiller Booker Noe created in 1992. Since then, Knob Creek^® has lived up to such standards with the introduction of Knob Creek® Straight Rye Whiskey in 2012, and later on, Knob Creek^® Single Barrel Select Rye Whiskey. In recent years, Knob Creek^® announced the permanent addition of Knob Creek^® 12 Year Old Bourbon and launched three limited releases, Knob Creek^® 15 Year Old Bourbon, Knob Creek^® 18 Year Old Bourbon, and Knob Creek® Bourbon x Rye. Knob Creek has continued to build out its rye portfolio; the brand announced the addition of an age statement to its flagship rye whiskey, Knob Creek^® 7 Year Old Rye Whiskey, and released Knob Creek^® 10 Year Old Rye Whiskey.

About Suntory Global Spirits
As a world leader in premium spirits, Suntory Global Spirits inspires the brilliance of life, by creating rich experiences for people, in harmony with nature. Known for its craftsmanship of premium whiskies, including Jim Beam^® and Maker's Mark^®; Japanese whiskies, including Yamazaki^®, Hakushu^®, Hibiki^® and Toki™; and leading Scotch brands including Laphroaig^® and Bowmore®, Suntory Global Spirits also produces leading brands such as Tres Generaciones^® and El Tesoro^® tequila, Roku™ and Sipsmith^® gin, and is a world leader in Ready-To-Drink cocktails, with brands like -196™ (minus one-nine-six) and On The Rocks™ Premium Cocktails.

A global company with approximately 6,000 employees in nearly 30 countries, Suntory Global Spirits is driven by its core values of Growing for Good, Yatte Minahare and Giving Back to Society. The company's Proof Positive sustainability strategy includes ambitious goals and investments to drive sustainable change and have a positive impact on the planet, consumers and communities. Headquartered in New York City, Suntory Global Spirits is a subsidiary of Suntory Holdings Limited of Japan. For more information, visit www.suntoryglobalspirits.com and www.drinksmart.com.

*Further information on Knob Creek® awards can be found at www.knobcreek.com
Knob Creek^® Kentucky Straight Bourbon Whiskey, 60% Alc./vol. ©2025 James B. Beam Distilling Company, Clermont KY.

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Old Forester Announces Return of 117 Series: Extra Old

LOUISVILLE, Ky., Jan. 22, 2025 -- Today, Old Forester announces the return of Extra Old, a limited-edition whisky derived from an extra-long double-barreling process. This liquid was first released in February 2022 as an installment of the brand's acclaimed and limited-expression lineup, the 117 Series.

To create this unique expression, Old Forester aged its 1910 whisky in a secondary barrel for an additional 18 months, resulting in a rich flavor profile with pronounced caramel notes.

"This expression showcases the exceptional flavors that can come from the second barrel, and how we can layer the flavors we achieve from maturation through the double barreling process"

Master Taster Melissa Rift said. "Whisky lovers can taste the history captured in this bottle."

Old Forester 1910 is a coveted expression commemorating the October 22, 1910 distillery fire at 117 Main Street. A batch of mature whisky, ready to be bottled, was then re-barreled in new barrels so it could be removed due to the fire damage. What emerged from the re-barreling was a full-bodied whisky, remarkable enough to become an entirely new expression – Old Fine Whisky. For Extra Old, the brand left the 1910 whiskey aging in a secondary barrel and extracted a more heavily charred influence.

Tasting Notes:

AROMA: 
On the nose, this expression showcases chocolate covered cherries, burnt caramel and graham cracker with subtle notes of barrel smoke and creamy butterscotch

FLAVOR:
The palate is balanced and buttery with pops of spiced pear and apple as notes of chocolate and cinnamon graham cracker persist

FINISH: 
A balanced finish presents warm spiced cinnamon, apple skin and lightly charred oak creating a long and flavorful finish

Extra Old is bottled at 93-proof in a 375 ml bottle. A limited quantity will be available at Old Forester Distillery starting at 10 a.m. EST on January 22, 2025 and is available for shipping in states where it is legal (KY, NH, NE, ND, D.C.) atshop.oldforester.com It is also available at select Kentucky retailers. The manufacturer's suggested retail price is $64.99.

For more information on Old Forester, please visit OldForester.com.

About Old Forester Bourbon:
Old Forester is Brown-Forman's founding brand, founded in 1870 by George Garvin Brown. Brown believed Old Forester was so pure and consistent that he sealed it, signed it, and pledged, "There is nothing better in the market."

Please sip responsibly.
Old Forester Kentucky Straight Bourbon Whisky, 46.5% Alc. by Vol., Old Forester Distilling Company at Louisville in Kentucky. OLD FORESTER is a registered trademark. ©2025 Brown-Forman Distillery, Inc. All rights reserved.

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Sugarlands Named Official Moonshine of 2025 Ryder Cup, Launches New Co-Branded Cherry Limeade Product

Expanded Partnership with PGA of America Includes return of Lemonade Flavor for PGA Championship

GATLINBURG, Tenn., Jan. 22, 2025 - Sugarlands Distilling Company, renowned for its award-winning line of craft spirits, today announced its designation as Official Moonshine of the 2025 Ryder Cup, one of the most iconic sporting events in the world of golf. Sugarlands will release a limited-edition Ryder Cup-branded Cherry Limeade Moonshine to celebrate the partnership, now available at retailers nationwide.

Each limited-edition jar of Sugarlands Ryder Cup Cherry Limeade Moonshine celebrates the spirit of golf's premier competition between the United States and Europe. The 40-proof (20% alcohol/volume) moonshine combines ripe cherries' sweet and tart flavors with a zesty burst of fresh limes. The jar features the Ryder Cup logo displayed over an image of Bethpage Black, the legendary course that will host this year's event.

"The Ryder Cup is one of the most prestigious sporting events in the world, and becoming the official moonshine of this storied tournament is an important milestone for Sugarlands," said Patrick Sullivan, Sugarlands chief commercial officer. "Creating co-branded Ryder Cup and PGA Championship products allows us to celebrate the passion and camaraderie that make golf so special, and we're thrilled to share them with fans at both events and nationwide."

In addition to the Ryder Cup, Sugarlands is proud to become the Official Moonshine of both the PGA of America and the PGA Championship. Sugarlands will continue to produce its PGA Championship-branded Lemonade Moonshine, which it has produced since 2022.

"We are incredibly excited to expand our partnership with Sugarlands to include golf's greatest team event in 2025," said PGA of America Senior Director, Global Partnerships Luke Reissman. "The Ryder Cup Cherry Limeade Moonshine is sure to be a favorite among golf enthusiasts across the country, and we look forward to spectators enjoying Sugarlands' exceptional spirits at Quail Hollow and Bethpage Black."

The 107th PGA Championship occurs May 12-18 at Quail Hollow Club in Charlotte, North Carolina, while Bethpage Black in Farmingdale, New York, will host the 2025 Ryder Cup September 23-28. Sugarlands cocktails will be served on course throughout both events.

Both PGA Championship Lemonade Moonshine and Ryder Cup Cherry Limeade Moonshine are available at Sugarlands Gatlinburg Distillery, at retailers nationwide and online at Sugarlands.com. To find a Sugarlands retailer near you, visit FindMoonshine.com.

About Sugarlands Distilling Co.
Sugarlands Distilling Company is a craft distillery located in Gatlinburg, Tennessee. Founded in 2014, Sugarlands produces a full line of craft moonshines and sippin' creams with flavors like Mark Roger's American Peach Moonshine, Butter Pecan Sippin' Cream, Banana Pudding Sippin' Cream and Appalachian Apple Pie Moonshine. Sugarlands also produces Roaming Man Tennessee Straight Rye Whiskey, which has won multiple prestigious spirits awards, including Best Whiskey in the 2019 American Craft Spirits Association Awards and two Double Gold Medals at the esteemed San Francisco World Spirits Competition (2021 and 2023).

In 2022, Sugarlands launched High Rock Vodka with Dale Earnhardt Jr. and his wife, Amy Earnhardt. High Rock Vodka is distilled seven times and then triple-filtered using the Lincoln County Process.

Sugarlands' downtown Gatlinburg distillery welcomes more than one million guests each year. The distillery was voted the top craft spirits distillery tasting room in America by USA TODAY 10Best and is rated as TripAdvisor's number one thing to do in Gatlinburg and the world's top-rated distillery experience. A proud community supporter,

For more information, please visit www.sugarlands.com and follow Sugarlands on Facebook, Instagram and Twitter @SugarlandsShine.

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Barrel Stock Trading Co. Names Joseph Goode as President of Leading Whiskey Investment Firm

Finance Executive Behind Blue Run Spirits Acquisition and Other Major Spirits Industry Financings to Lead Global Barrel Trading & Management Operation

NASHVILLE (January 22, 2025) – Nashville-based Barrel Stock Trading Co. has named Joseph Goode as its president. The former Truist Financial executive, involved in some of the biggest acquisitions and financings in recent whiskey history in the U.S., has been tapped to lead Barrel Stock, a growing spirits investment firm, now one of the largest in the world.

Formed in 2020 by Dan Hogan and Clint Smith, Barrel Stock buys barrels of quality whiskey from top-tier distilleries, holds those barrels as they increase in age and value, and eventually sells them to other industry stakeholders, investment partners, or brands. The company’s flexible investment options are tailored to any individual, family office or institution’s needs and include a broad assortment of barrel ages and mash bills from award-winning Kentucky distilleries, such as Bardstown Bourbon Company, Green River, Log Still, Western Kentucky, Wilderness Trail, LuxRow, and soon, Potter Jane Distilling, in addition to Great Northern and Stafford in Ireland.

Goode brings nearly two decades of banking experience, with a particular emphasis on the spirits industry, to Barrel Stock. Most recently, he served as Senior Vice President – Beverage Industry Manager at Truist, a leading U.S. commercial bank. Goode was Truist’s lead in orchestrating the acquisition of high-flying Blue Run Spirits to Molson Coors in the fall of 2023 and also provided financing for Penelope Bourbon leading up to their sale to MGP that same year. While at Truist, he served as the original architect and leader behind the company’s Barrel Financing Program, which became one of the largest platforms for barrel lending across the commercial banking landscape.

Prior to that, Goode held the position of Director - Food & Beverage - Retail & Distribution Industries for BMO Harris Bank and Senior Vice President for Wells Fargo’s beverage group. Throughout his career, he has originated more than $3 billion in loan commitments helping finance mergers and acquisitions; leveraged buyouts; project financings; facility expansions; subordinated debt refinancings and restructurings; and equity raises. His former client list is expansive across the spirits and broader beverage landscape, including companies such as Brindiamo Group, Bardstown Bourbon Company, Green River Spirits, MGP, Heaven Hill, Potter Jane Distilling Company, Whiskey House of Kentucky, Traverse City Whiskey Co., and Still Austin Whiskey Co., among others.

“As a wholesale bourbon trading firm that secures, ages and eventually sells the whiskey that will one day make it onto the shelf of your favorite store, it is critical for Barrel Stock to have a leader with a keen understanding of future markets and Joe has demonstrated his value in this area for countless spirits partners,” said Barrel Stock Co-Founder Dan Hogan. “As the demand for whiskey continues to grow in the U.S. and worldwide, we are targeting a 20%+ internal rate of return and feel strongly Joe will serve as a steady hand and trusted advisor for our valued clients interested in this unique investment opportunity.”

In addition to its investment platform, Barrel Stock also works directly with brands and other industry stakeholders to bring aged and more useful products and capital to the market through creative and thoughtful solutions.

“While whiskey has proven to be a lucrative asset-backed investment with an unprecedented downside protection for our limited partners and we will continue to provide those opportunities, one of my goals at Barrel Stock is to play a more direct role in facilitating financing, convening partnerships, and creatively solving supply chain and cash flow problems for commercial brands in this space as well,” said Goode. “Over time our model will evolve from simply holding and trading bulk whiskey into a capital and liquid supplier to brands and industry stakeholders to help support and drive meaningful growth in the industry.”

Goode holds a degree in Finance and Real Estate from Northern Iowa University and is based in Atlanta, Georgia.

ABOUT BARREL STOCK TRADING CO.

Barrel Stock Trading Co. was founded in 2020 by former software company entrepreneurs Dan Hogan and Clint Smith. The Nashville-based company is a leading investment platform offering consumers and institutions a gateway into the lucrative wholesale whiskey market. Barrel Stock sources its expansive whiskey inventory from only the finest distilleries in the world, offering clients an array of whiskey investment options from varied geographies, in addition to a wide range of ages and mash bills. Learn more at www.barrelstocktrading.com

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Richard Childress Racing and Rebel Bourbon Revved Up to Roll

Rebel Bourbon continues sponsorship of Richard Childress Racing and driver Kyle Busch for 2025 NASCAR Cup Series season

WELCOME, N.C., Jan. 21, 2025 -- Bardstown, Kentucky-based Rebel^® Bourbon kicks off 2025 as the Official Bourbon of Richard Childress Racing, the No. 8 Chevrolet, and two-time NASCAR Cup Series Champion Kyle Busch. Following a successful first year in 2024, Rebel Bourbon once again joins RCR and cranks up the fan fun as a multi-race primary sponsor with more opportunities in store for the 2025 season including a new Rebel paint scheme. Busch will race the No. 8 Rebel Bourbon Chevrolet in select NASCAR Cup Series races beginning with the EchoPark Automotive Grand Prix on Sunday, March 2 in Austin, Texas.

"We can't wait to keep the excitement going in 2025 after connecting with thousands of Rebel, Kyle Busch and RCR fans last season who have a rebellious spirit and live against the grain," said Philip Lux, brand manager for Rebel Bourbon. "We're building on the success of year one with a lot more in store for fans at the track, in race markets and at retail plus a lot of interactive social content in year two."

Busch's No. 8 Chevrolet will feature an all-new full Rebel Bourbon branded wrap. The design honors the craftsmanship of award-winning Rebel Bourbon. Inspired by American oak Rebel Bourbon barrels, the roof and hood feature a rich wood-grain design on the top half of the car. The bottom half features dark visuals made to resemble char from inside the barrels, which gives Rebel Bourbon its signature color and unapologetically bold flavor during aging. The Rebel logo stands out loud and proud, and Rebel branding also will appear on Busch's uniform, helmet, and other elements throughout the 2025 racing season.

"Rebel Bourbon did a tremendous job of promoting the partnership in their inaugural season," said Torrey Galida, president of Richard Childress Racing. "The authentic connection between Rebel Bourbon and RCR allows us to showcase our shared core values and celebrate our rebel spirit. We are excited to expand their program during the 2025 season and look forward to building on the established momentum."

Visit RCRRacing.com and RebelBourbon.com to learn more about the partnership in the coming weeks.

Rebel Bourbon and Richard Childress Racing remind everyone 21 and older to drink responsibly – and never drink and drive.

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.

About Richard Childress Racing:
Richard Childress Racing (www.rcrracing.com) is a renowned, performance-driven racing, marketing and manufacturing organization. Incorporated in 1969, RCR has celebrated over 50 years of racing and earned more than 200 victories and 16 championships, including six in the NASCAR Cup Series with the legendary Dale Earnhardt. RCR was the first organization to win championships in the NASCAR Cup Series, NASCAR Xfinity Series and NASCAR Truck Series and is a three-time winner of the Daytona 500 (1998, 2007, 2018). Its 2025 NASCAR Cup Series lineup includes two-time NASCAR Cup Series champion Kyle Busch (No. 8 Chevrolet) and 2017 Coca-Cola 600 winner and 2018 Daytona 500 champion Austin Dillon (No. 3 Chevrolet). RCR fields a full-time NASCAR Xfinity Series program with Jesse Love (No. 2 Chevrolet) and Austin Hill (No. 21 Chevrolet).

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J. Mattingly 1845 Distillery Offers Custom Bourbon for Valentine's Day

Special Pricing of $99 is a Sweetheart of a Deal

FRANKFORT, Ky., Jan. 21, 2025  Gifting your valentine their very own custom bourbon just got a little easier with J. Mattingly 1845 Distillery's custom bourbon experience, available online or in person at its distillery in Kentucky. Choose your own bottle, and have it filled with J. Mattingly 1845's double-staved™ bourbon or rye. Choose your wax colors for the bottle's seal. Then romanticize your personal message for the bottle label. The J. Mattingly 1845 cupids will hand bottle it to your custom specifications and have it shipped to your sweetheart's door just in time for Valentine's Day.

Named one of Maxim.com's Top Bourbons of 2024, J. Mattingly 1845's double-staved bourbon and rye whiskey are created using a proprietary method that adds additional charred oak staves to each barrel at just the right moment in its aging cycle to coax out extra flavor. These custom bottles are made using the same double-staved process, resulting in the same superior taste that whiskey reviewers are praising with descriptions such as "a real bourbon-lovers bourbon" and "thoroughly original and highly flavorful."

"The popularity of personalized gifts is on the rise, with 80 percent of consumers believing they are more thoughtful," said Harry Richart IV, president of J. Mattingly 1845 Distillery. "Our personalized bourbon experience, which allows you to choose everything down to what the label will say and the color of the wax on the top, ensures you'll give a gift that is both thoughtful and appreciated."

J. Mattingly 1845 Bourbon and its custom bourbon creation experience are available online at jmattingly1845.com and in person at its Distillery in Frankfort, KY. Orders placed by Feb. 3 are guaranteed to arrive by Valentine's Day. Gift cards are available for the online custom bourbon experience and make a perfect date night experience for couples looking for an interactive activity. Prices for the online bottles start at $99 for a 750 mL bottle, a sweetheart of a deal, considering they are usually $155. Shipping is available to 46 U.S. States.

About J. Mattingly 1845 Distillery

The Mattingly family has been synonymous with distilling in Kentucky for more than two centuries, having a hand in the development of at least nine separate distilleries in the Commonwealth.

In 2010 Jeff Mattingly took up the family mantle and started his own craft bourbon business. Today, Jeff's son Cameron has joined the team as Vice President of Production, continuing the legacy into the latest generation for J. Mattingly Distillery 1845 in Frankfort, Kentucky. Together, father and son offer their proprietary double-staving™ process as well as a custom bourbon blending experience unparalleled in the spirits industry, available on-site in Frankfort or online at www.jmattingly1845.com

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World Whiskey Society Launches Limited Edition Doc Holliday Bottled in Bond Straight Bourbon Whiskey

NEW YORK, Jan. 21, 2025 - World Whiskey Society (WWS), renowned for its ultra-premium portfolio of rare whiskey expressions, proudly announces the launch of its latest release: Doc Holliday Bottled in Bond Straight Bourbon Whiskey. This limited-edition Bourbon expands the Doc Holliday portfolio, which includes 7, 8, 10, 11 and 15 year-old expressions.

"It's a remarkable addition to our portfolio and a celebration of truly extraordinary bourbon."

Crafted with precision, Doc Holliday Bottled in Bond Straight Bourbon Whiskey exemplifies the artistry of distillation. Made at a single distillery during one distilling season, this bourbon is aged for no less than four years in a federally bonded warehouse. Each bottle stands as a testament to WWS' unwavering dedication to quality.

Bottled at precisely 100 proof, this Bourbon offers a sensory journey from start to finish. The nose is greeted with a harmonious medley of caramelized apples and sweet maraschino cherry, complemented by hints of clove, nutmeg, and freshly roasted pecans. On the palate, expect a smooth and velvety texture that reveals layers of caramel, apple pie, and sweet cherry, accented by a gentle warming spice. A deep vanilla sweetness, balanced by savory nuttiness, offers a toasted, buttery flavor that lingers into a long and refined finish.

"We are thrilled to expand the Doc Holliday Collection with this exceptional Bottled in Bond Bourbon," said Alex Kogan, CEO of World Whiskey Society. "This release embodies the unyielding craftsmanship that defines our whiskeys. It's a remarkable addition to our portfolio and a celebration of truly extraordinary bourbon."

The Limited Edition Doc Holliday Bottled in Bond Straight Bourbon Whiskey is available for $39.99 per 750ml on WWS online shop. For more information about World Whiskey Society and its wide range of rare whiskeys, please visit - https://worldwhiskey.com/

About World Whiskey Society
Established in 2020, the World Whiskey Society (WWS) comprises an ultra-premium collection of rare expressions previously unavailable to even the most sophisticated whiskey enthusiasts. WWS scours the globe far and wide with a singular goal in mind – uniqueness – before selecting a distillery partner to join WWS. Or they may choose to release something completely new by finishing small-batch American bourbon in exotic oak barrels from Japan. Whether it is the Classic Collection, the Reserve Collection, the tributes to Doc Holliday, or the Diamond Collection, WWS offers whiskies for everyday enjoyment and moments of celebration.

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Chicken Cock Whiskey Awarded the Triple Crown Award in the America's Best Beverage Awards

Small Batch Bourbon Recognized as the Best in Show

BARDSTOWN, Ky., Jan. 21, 2025 - Chicken Cock Whiskey, one of America's oldest whiskey brands, proudly announces that their Small Batch Bourbon has earned the prestigious Triple Crown Award at the inaugural America's Best Beverage Awards. This new competition celebrates excellence in the emerging categories of Hemp THC beverages and spirits, utilizing a comprehensive multi-tiered judging process that spans state, regional, and national levels. America's Best aims to raise industry standards by offering a merit-based evaluation system, providing consumers and trade professionals with clear, geographically relevant insights into top-performing products.

The Triple Crown Award is given to one spirit after three rounds of an intensive two-day blind evaluation by an esteemed panel of industry experts. In addition to the highest honor, Chicken Cock Small Batch Bourbon received Double Gold in the Regional Awards and National Awards, leading to the best in State, Region and Category, also known as The Triple Crown.

"From the moment we released Chicken Cock Small Batch Bourbon, we believed it was something exceptional," said Matti Anttila, CEO of Grain & Barrel Spirits. "This recognition affirms our commitment to bold flavors and uncompromising quality."

The Small Batch Kentucky Straight Bourbon Whiskey is matured to the peak of perfection and bottled-in-bond at 100 Proof (50% ABV). Small Batch (SRP: $69.99) is available for purchase online at select retailers and in stores where Chicken Cock Whiskey core products are sold. For more information please visit https://chickencockwhiskey.com/.

About Chicken Cock Whiskey
In 1856, James A. Miller established the Chicken Cock Whiskey brand in Paris, KY after his successful venture producing his celebrated J.A. Miller's Old Bourbon, which dates back to the late 1830s. In the decades that followed, Chicken Cock Whiskey quickly became a nationally distributed brand that was synonymous with a high-quality reputation and was the first brand in Bourbon County to ship its whiskey internationally.

In 2012, Matti Anttila, Grain & Barrel Spirits CEO, rediscovered the brand and set out to resurrect it to its high-quality reputation and celebrated past. Since then, Chicken Cock Whiskey has become one of the most rapidly growing whiskey brands with its award-winning Kentucky Straight Bourbon and Kentucky Straight Rye whiskey releases, along with multiple highly sought-after limited releases, which are made in partnership with Bardstown Bourbon Company as part of its collaborative distillation program.

For more information, please contact Eliza Williams, Colangelo & Partners Public Relations, ewilliams@colangelopr.com

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Stranahan's, The Number One-Selling¹, Most-Award-Winning² American Single Malt Whiskey Launches Founder's Release, Honoring American Single Malt's Federal Designation as a Distinct Alcohol Category

DENVER, Jan. 17, 2025-- Stranahan's^®, the nation's number one-selling American single malt, today announces Founder's Release: a special-edition, 12-year-aged, full-bodied whiskey at 120 proof - the highest proof liquid the brand has ever released on a national level. Founder's Release officially commemorates the historic moment set to take place on January 19th when American single malt becomes the first new whiskey category to be recognized in over 50 years - a federal action and landmark event that immediately elevates American single malts alongside bourbon and other iconic American spirits. At 12 years old, Founder's Release is among Stranahan's highest age statements – a claim few other brands in its category can make.

"Twenty years ago, Stranahan's began trailblazing the American single malt category, focusing on perfecting one recipe made with 100% malted barley, Rocky Mountain spring water, and time in American White Oak barrels—all crafted one mile high in Denver, Colorado," said Justin Aden, Head Blender at Stranahan's. "Over the past two decades, we've become the most awarded in the category, amassed perhaps the deepest inventory of well-aged American single malt, and demonstrated what's possible with dedication to one craft." Aden continued, "We've long carried a torch for American single malt, and we couldn't be prouder to see it recognized as an official category. Founder's Release 12 Year Old is a celebration of this milestone, our two decades of craftsmanship, and everyone—especially our loyal Stranafans—who have bottled their passion and stayed the course alongside us."

Stranahan's cask strength limited edition Founder's Release first matured in new, charred American white oak barrels before finishing time in casks that had previously matured bourbon and blonde ale for a total maturation time of 12 years. The resulting liquid is rich with milk chocolate, coffee cream liqueur, pecan and nutmeg on the nose and palate, while amaretto, bubbly cream soda and clove spice round out the finish. Like every Stranahan's bottle, Founder's Release is made from 100% malted barley and cut with Eldorado Spring water, mashed, fermented, distilled, aged and bottled entirely one mile high in Denver, CO.

Stranahan's was founded by Jess Graber, a one-time Colorado moonshiner who opened his state's first legal, post-Prohibition distillery in 2004. He took a chance on a type of whiskey that few knew at the time, but he was bullish about from the start. Founder's Release honors him and his craft alongside the category's official recognition.

"They said we were crazy, and maybe we were, but we were believers in American single malt from the start. It was time to wake people up to what American whiskey could be. And now, to see American single malt get the recognition and attention it deserves, all I can say is, it's a very proud day," said Graber. "It's a day to celebrate what we do best and raise a glass. Cheers!"

Fans in Stranahan's hometowns of Denver and Aspen are also invited to a multi-day Designation Day celebration. Throughout the month of January while supplies last, the brand's distillery and Aspen Whiskey Lodge will pour drams of four ultra-rare, iconic Stranahan's whiskeys from deep in the vaults: a once-in-a-lifetime opportunity to mark a historic event for American single malt whiskey.

"As the category leader in American single malt whiskey and one of its pioneers, Stranahan's applauds the TTB's designation of American single malt whiskey as an official category," said Lander Otegui, Senior Vice President of Marketing at Proximo Spirits, Stranahan's parent company. "This opens up the possibility of American single malt whiskey to the global market, with a product that can compete head to head with the most prestigious whiskey brands in the world. Move over scotch. American single malt whiskeys are here to stay."

Founder's Release is the newest expression from the most award-winning, pioneering, ever-innovating leader in American single malt – one that has dedicated itself to and has solely produced this distinct type of American whiskey for over 20 years, borne of 100% malted barley, yeast, pristine Rocky Mountain water and time in the barrel. This liquid was maturing and awaiting the monumental day when the federal government would issue standards that define American single malts and protect producers that strictly adhere to those standards. Stranahan's vigorously advocated for category ratification as a longtime member of the American Single Malt Whiskey Commission. That day has finally come. Fans can be one of the first to order Founder's Release by getting notified of its availability here, with delivery expected later this winter.

Tasting Notes

• Age: 12 years
• Nose: Milk chocolate, flat cherry cola, nutmeg
• Finish: Nutella, bubbly cream soda, clove spice
• Proof: 120 Proof / 60% ABV

Photos of Stranahan's and Founder's Release can be downloaded here.

About Stranahan's Colorado Whiskey

Stranahan's Colorado Whiskey is the number-one-selling and most-awarded American single malt. Founded 20 years ago as a category pioneer, its American single malt whiskey is composed of 100% malted barley and cut with Eldorado Spring water, aged in new American white oak barrels. From grain to glass, Stranahan's whiskey is distilled and bottled at its Colorado distillery, the state's first legal distillery since Prohibition. The brand opened Stranahan's Whiskey Lodge in Aspen in 2024, near where its founders met more than two decades ago and first made their whiskey. Lodge guests can enjoy innovative cocktails, elevated alpine-inspired bites, and pours of rare American single malt whiskey among majestic mountain views. Stranahan's expressions include Original, Blue Peak, Sherry Cask, Diamond Peak, Mountain Angel 10 Year Old, Mountain Angel 12 Year Old, Aspen Exclusive Calvados Cask, the ultra-limited-edition annual release, Snowflake, and a series of distillery and experimental exclusives. As one of the first American single malts, Stranahan's is committed to building recognition and admiration for the category globally. To learn more, visit Stranahans.com.

Stranahan's^® Colorado Whiskey. 60% Alc./Vol. (120 proof). ©2025 Stranahan's Colorado Whiskey, Denver, CO. Please drink Stranahan's^® Colorado Whiskey responsibly.

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¹ Nielsen Total x AOC + Liquor + Conv, Eq Vol, Nielsen 52 W/E 7.15.24; comparison to other ASM brands
² Claims based on 2020 – 2023 award results; third-party audit conducted by Avid Marketing Group

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