KNOB CREEK® EXPANDS PORTFOLIO WITH KNOB CREEK® 10 YEAR OLD RYE

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The new extra-aged rye whiskey reinforces Knob Creek's® legacy of high-quality craftsmanship of full flavored whiskies

CLERMONT, Ky., June 5, 2024  Knob Creek® Bourbon, a leader in the Small Batch Bourbon category, is excited to announce a new, permanent addition to its award-winning* portfolio: Knob Creek® 10 Year Old Rye Whiskey. Made pre-Prohibition style, Knob Creek® 10 Year Old Rye is carefully crafted and patiently aged for a decade in deeply charred barrels delivering a full-bodied rye whiskey. This extra-aged rye whiskey demonstrates Knob Creek's® unwavering commitment to craftsmanship and bringing whiskey enthusiasts full-flavored whiskey, while expanding its rye portfolio.

"Whiskey enthusiasts know when they're drinking our whiskey, it's aged to perfection and crafted with exceptional full flavor. We're excited to bring an extra-aged rye whiskey with even more robust flavors from a decade of aging in our barrels," said Freddie Noe, Eighth Generation Master Distiller. "When my grandfather created Knob Creek® over 30 years ago, he set out with the intention to craft a premium whiskey without shortcuts, and we're excited to continue his legacy - I know he'd love it, just like our fans will."

Since the inaugural launch of Knob Creek® Straight Rye Whiskey in 2012, Knob Creek® has consistently been at the forefront of the rye category. Knob Creek® 10 Year Old Rye boasts a bold and complex flavor profile, capturing the essence of Knob Creek's® traditional rye while delivering deeper notes of rich caramel, creamy vanilla, and robust oak and char notes imparted by additional years spent aging in the barrel.

Knob Creek® 10 Year Old Rye Whiskey is bottled with the following characteristics:

• Proof: 100
• Color: Tawny with waves of copper
• Aroma: Rich caramel and vanilla, deep rye spice, and dried apple
• Taste: Black peppercorn, creamy vanilla and caramel, and hints of deep oak and char
• Finish: Smooth, lingering notes of baking spice

Knob Creek® 10 Year Old Rye is now available nationwide with a suggested retail price of $69.99 for a 750mL bottle. Enjoy Knob Creek® 10 Year Old Rye neat, on the rocks or in a cocktail of your choice. For more information about Knob Creek® 10 Year Old Rye Whiskey and Knob Creek's® award-winning* bourbon and rye portfolios, please visit www.KnobCreek.com or visit us on 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 to its portfolio, launched two limited releases, Knob Creek® 15 Year Old Bourbon and Knob Creek® 18 Year Old Bourbon, and announced the addition of an age statement to its flagship rye whiskey, Knob Creek® 7 Year Old Rye Whiskey.

About Suntory Global Spirits 
As a world leader in premium spirits, Suntory Global Spirits 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®, Suntory Global Spirits 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 Suntory Global Spirits' 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, Suntory Global Spirits is a subsidiary of Suntory Holdings Limited of Japan. For more information on Suntory Global Spirits, its brands, and its commitment to social responsibility, please visit www.suntoryglobalspirits.com and www.drinksmart.com

*Further information on Knob Creek® awards can be found at www.knobcreek.com
Knob Creek® Straight Rye Whiskey, 50% Alc./vol. ©2024 James B. Beam Distilling Company, Clermont KY.

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Sugarlands' New Sour Watermelon Moonshine Captures the Flavor of Summer

The crisp and refreshing flavor launches on National Moonshine Day

GATLINBURG, Tenn. – (June 5, 2024) – Sugarlands Distilling Company today announced the latest addition to its award-winning lineup of craft spirits – Sour Watermelon Moonshine. The new flavor will be available beginning on National Moonshine Day, Wednesday, June 5, at Sugarlands' downtown Gatlinburg distillery and soon at retailers nationwide.

Sugarlands' new Sour Watermelon Moonshine is bursting with one of summertime's favorite flavors – the juicy sweetness of ripe watermelon with a hint of tang. Sour Watermelon Moonshine is available in 750 mL jars and checks in at 60 proof (30% alcohol/volume), packing a bold kick and refreshing flavor that embodies the spirit of summer adventures no matter the time of year.
"Watermelon is a flavor we've been trying to perfect for many years and I'm proud to say our Head Distiller, Andrew Holt, nailed it with our new Sour Watermelon," said Sugarlands Master Distiller Greg Eidam. "We wanted to create a unique and refreshing spirit that captures the vibrant, nostalgic taste of summer in every jar. We're excited to offer this perfect balance of sweet and tangy moonshine to our loyal customers."

Sour Watermelon is the third new product release for Sugarlands in 2024. In January, the award-winning craft distillery launched Mark and Digger's Mountain Legacy Corn Whiskey, made from a tried-and-true backwoods recipe in collaboration with Mark Ramsey and Eric "Digger" Manes of Moonshiners fame. Sugarlands celebrated its 10th anniversary in March by releasing Birthday Cake Sippin' Cream.

To find a Sugarlands retailer near you, visit FindMoonshine.com. For more information about Sugarlands Sour Watermelon Moonshine, visit sugarlands.com/products/sour-watermelon/

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. Made famous by Tennessee whiskeys, the Lincoln County Process uses sugar maple charcoal to smooth and mellow the finish. High Rock checks in at 88 proof, a nod to the number Earnhardt drove for a decade in the NASCAR Cup Series.

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, Sugarlands Distilling Company has donated nearly $1 million to nonprofits nationwide through their giveback program, MoonShare.

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

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CROWN ROYAL EXPANDS HORIZONS WITH NEW SINGLE MALT CANADIAN WHISKY EXPRESSION

Distilled Delicately in Canada's Cool Climate, Crown Royal Single Malt Canadian Whisky is 'Cut from the Cold'

NEW YORK, June 4, 2024 -- Award-winning Canadian whisky brand, Crown Royal, is proud to continue their legacy of innovation with the release of Crown Royal Single Malt Canadian Whisky. This is the brand's first venture into the single malt market, and the liquid offers a unique experience to whisky connoisseurs and adventure-seekers alike. Its welcoming taste and smooth finish are hallmarks of Crown Royal, offering a premium experience for consumers, no matter where they find themselves in their whisky journey.

Crown Royal Single Malt Canadian Whisky pays homage to the brand's Canadian roots by being distilled at its iconic Valleyfield Distillery, the premier French-speaking whisky distillery in North America. Crafted from 100% malted barley grains and distilled in copper, the whisky is 'cut from the cold', using Canada's cool climate and topography to distill the whisky delicately. This process gives the whisky an even smoother and inviting taste to be enjoyed by both newcomers to the world of elevated whisky and connoisseurs alike.

When consumers try the liquid, they're first greeted by aromas of creamy vanilla and fruity banana, which give way to flavors of caramel, apple and baking spices, finishing with lingering hints of spice and warm cinnamon. Whisky lovers attending Bar Convent in Brooklyn, NY on June 11^th and 12^th are invited to sample Crown Royal newest innovation at booth #8B-832.

"We're proud to continue our tradition and legacy of trailblazing with the newest addition to our portfolio, Crown Royal Single Malt Canadian Whisky. As a leader in whisky, we're shaking up the category with this new innovation – defined by our signature smoothness and unique, Canadian origin," shared Jesse Damashek, Senior Vice President North American Whiskeys at Diageo ."Our take on this single malt is truly distinct, every piece of it tells a story – from its  origin and distillation process to its stunning packaging design. Cut from the Canadian cold, this Single Malt offers our consumers a whisky that can be enjoyed on any occasion."

On Friday, June 7 at 10 AM ET Crown Royal will unveil a one-of-a-kind ice sculpture installation at Lower Manhattan's Brookfield Place (230 Vesey St, New York, NY), to celebrate the launch. The ice sculpture will slowly melt over 24 hours to reveal the beautiful Crown Royal Single Malt Canadian Whisky bottle. The pop-up ice sculpture is a nod to the icy landscapes paying homage to the home where the liquid is crafted.

Consumers 21+ who visit the pop-up installation on June 7 will also receive a ticket to attend the Crown Royal Cocktail Tour, an experience hosted by Crown Royal across several participating local hangouts, including Liberty Bistro (255 Liberty St.), Monk McGinn's (57 Murray St.) and Broadstone (88 Broad St.), where they'll enjoy Crown Royal cocktails and a chance to take home exclusive brand merch.

Crown Royal Single Malt has an ABV of 45% and is available nationwide with a suggested retail price of $54.99 available in-store and through your favorite online retailers. Be sure to check out @crownroyal on Instagram for the latest updates, and please drink responsibly.

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.

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GODAWAN - THE ARTISANAL INDIAN SINGLE MALT WHISKY TAKING THE WORLD BY STORM

With exceptionally fast growth in just two years of its launch, Godawan is already one of the most awarded Indian Single Malts in recent times

JAIPUR, India, June 4, 2024 - Godawan, the artisanal Single Malt from India, known as "The Spirit of the Desert", has made an undeniable impact on the global whisky scene in the short time it has been around. Collecting a record-breaking number of accolades and awards; drawing international attention from some of the world's most influential writers; piquing the interest of quality-seeking aficionados in the USA, Dubai, Malaysia, Australia, and soon UK; whilst standing out as a conscientious example of conservation and preservation - makes it a whisky to watch out for.

Crafted in Rajasthan and garnering unparalleled worldwide acclaim, Godawan has become the most awarded Single Malt in India, with its expressions, Godawan 01 and Godawan 02, earning 46 awards since inception in 2022. The whisky won Gold and Silver Medals at the 2024 Denver International Spirits Competition and 2 Silver Medals at the San Francisco World Spirits Competition. Following this success, Godawan 100, a bespoke collector's edition, has also been recognised as the Single Malt Whisky of the Year at the 2024 London Spirits Competition, showcasing the brand's prowess not just in India but on the global stage.

Godawan launched in Jaipur, India, in 2022, followed swiftly with a premiere at the 75th Cannes Film Festival. The spirit proudly returned to the prestigious Festival de Cannes for the third consecutive year earlier this month, championing Indian rarity and excellence through two world-class experiences. Steadfast in its commitment to showcasing Indian craftsmanship on the global stage, Godawan collaborated with critically-acclaimed Chef Varun Totlani to curate an Exclusive Indian-Inspired Dinner in France. The company also announced a long-term project to preserve classic Indian films via digitization and colour restoration. This project kicked off with the restoration of archived classic Indian film posters, which were showcased in a curated exhibition at the festival.

A traditional Whisky Flavour Map contains four quadrants of flavour profiles - Light, Rich, Delicate, and Smoky – and most Indian single malts are smoky and rich. Godawan is bringing to life Indian single malts that cater to every palate - Light and Floral, Fruity and Spicy, Rich and Rounded, Full bodied and Smoky. It achieves this by crafting a mother liquid that is flexible enough to manifest itself across each flavour quadrant.

The brand is inspired by, and dedicated wholeheartedly to, the Rajasthani ethos – of beauty in scarcity and sustainability. The heat of over 100°F, combined with six-row barley that requires less water, helps create a whisky with an incredible depth of flavour, and a rich and complex character. The aridity means the "Angel's share" is higher than average in Godawan – leaving behind a whisky with stunning taste profiles, which is then finished in special casks selectively treated with two unique Indian botanicals, Rasna and Jatamansi.

Rajasthan, a land of stark contrasts, is home to some of the harshest weather conditions. However, culturally, it also preserves and conserves with delicate care and passion everything that exists on its land – whether it is the fauna such as the Godawan, or Great Indian Bustard, from which the whisky takes its name, its flora such as barley, its innovation in the form of step wells, or its people – known across the world for their thriving, colourful and intricate arts and craft.

Vir Sanghvi, an eminent Indian journalist and whisky expert, says, 'One of the many things that makes Godawan special is its provenance. It's a whisky that could only come from the terroir of Rajasthan - with its water and its microclimate. I have now attended Godawan tastings all over the world, from New York to Dubai, and what has struck me is that when people get past the first reaction ('such a great whisky! Who could believe it comes from India!'), they start commenting on the specifics: the artisanal nature of the liquid, the different notes in the two variants, and the sense of luxury it embodies.'

Godawan was also celebrated for its unique flavour by award-winning drinks specialist Alice Lascelles in her feature in the Financial Times HTSI 'India's quest to be the next whisky superpower'. She highlighted the varied and distinct flavour profiles of Godawan's expressions, 'Godawan 01 and 02 rest in casks seasoned with Rasna and Jatamansi, two botanicals traditionally used in ayurveda and perfumery, rich and velvety, with notes of black chocolate and cherry. Godawan 02 is also finished in cherry casks, which lend the whisky subtle notes of pot-pourri and a spicy, piquant finish.'

Mr Vikram Damodaran, Chief Innovation Officer, Diageo India, speaks of the recent success of this pioneering Single Malt, 'Godawan celebrates Rajasthan's creative ingenuity and craftsmanship. Our Single Malt, crafted in the harsh desert, is a natural miracle that captures the essence of this precious land. Over the past two years, global appreciation for Indian culture and artisanal creations has soared, showcased through our presence at Cannes for three consecutive years, along with our numerous international spirit awards. This response fuels our aspirations and hope for the future of this artisanal whisky'

Since its inception, Godawan has committed to conserving its namesake, the endangered Great Indian Bustard. With around 150 birds left in Rajasthan, Godawan collaborates with the NGO Gramodaya Samajik Sansthan (GSS), the Forest Department and Wildlife Institute of India (WII) on conservation efforts like habitat development, water provision, and protection from predators and poachers.

Additionally, Godawan replenishes more water than it uses in India through reforestation, wetland restoration, desilting ponds, and rainwater harvesting, aligning with Diageo India's commitment towards Society 2030: Spirit of Progress Plan. For five years, even before its public launch, Godawan has partnered with GSS on water projects in Rajasthan.

Sweeping the global drinks scene with youthful energy, multi-award-winning taste and conservation at its heart, Godawan is a Single Malt you want to know more about. Visit www.godawansinglemalt.com.

Godawan, The Spirit of the Desert. A story waiting to be told.

Our unique whisky-making process involves:

• Slow-trickle distillation from locally sourced six-row barley
• Uniquely matured at temperatures reaching 100°F
• Finished in special casks selectively curated with Indian botanicals

Please email diageorareluxury@bacchus.agency for more information.

About Diageo India

Diageo India is the country's leading beverage alcohol company and a subsidiary of global leader Diageo Plc. The company manufactures, sells and distributes an outstanding portfolio of premium brands such as Johnnie Walker, Black Dog, Black & White, VAT 69, Antiquity, Signature, The Singleton, Royal Challenge, McDowell's No1, Smirnoff, Ketel One, Tanqueray, Captain Morgan and Godawan, an artisanal single malt whisky from India. Headquartered in Bengaluru, our wide footprint is supported by a committed team of over 3000 employees, 39 manufacturing facilities across states and union territories in India, a strong distribution network and a state-of-the-art Technical Centre. Incorporated in India as United Spirits Limited (USL), the company is listed on both the National Stock Exchange (NSE) and Bombay Stock Exchange (BSE) in India. For more information about Diageo India, our people, our brands, and our performance, visit us at www.diageoindia.com. Visit Diageo's global responsible drinking resource, http://www.DRINKiQ.com , for information, initiatives, and ways to share best practices.

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Lux Row Distillers introduces Rebel 10-Year Single Barrel Bourbon

Highly-anticipated award-winning annual release delivers a rich and rebellious flavor

ST. LOUIS, June 3, 2024 Lux Row Distillers® announced the introduction of Rebel® 10-Year Single Barrel Bourbon, meticulously aged and hand bottled independently at 100 proof (50% ABV) for a unique flavor profile specific to each batch. The annual release will be available in a limited allocation later this month at a suggested retail price of $99.99 per 750mL bottle.

Rebel 10-Year Single Barrel is hand crafted according to Rebel Bourbon's original, time-honored wheated recipe since 1849 and bottled one barrel at a time for a uniquely rebellious experience. With a golden amber glow, Rebel 10-Year delivers a nose that opens with vanilla and dark fruits followed by citrus and oak, a palate of caramel and citrus, and a velvety smooth oak finish with a hint of spice. Each bottle includes the barrel number and 'aged since' date.

The release of this annual offering is the latest demonstration of Rebel Bourbon's commitment to building an award-winning portfolio of quality bourbon while expanding its reach and engagement with consumers and retailers. Rebel 10-Year was recently awarded Double Platinum by the American Spirits council of Tasters (ASCOT) Awards in the single barrel bourbon whiskeys up to 10 years category. In addition, the SIP Awards, the only internationally recognized consumer judging spirits competition, awarded Rebel 10-Year the top honor of Platinum - Best of Class in the single barrel American whiskey up to 10 years category for 2024.

Earlier this year, Rebel Bourbon became the official bourbon of Richard Childress Racing, the No. 8 Chevrolet and NASCAR® Cup Series champion Kyle Busch. Rebel Bourbon also offers two new barrel programs for retailers – Rebel Full Proof Single Barrel in person at Lux Row Distillers or via a mailed sample kit, and Rebel Stave Finish Collection Single Barrel in person at Lux Row Distillers.

"This annual Rebel 10-Year Single Barrel shows how Rebel is bridging the gap between its heritage and modern tastes," said Lux Row Distillers Master Distiller John Rempe. "I think consumers will appreciate the hand-crafted single barrel process when they experience the robust, rebellious flavor and mature finish of this extra smooth sipping whiskey."

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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Fireball Fuels the Fairway with Its Fire Iron That Covertly Stashes 50ml Shooters in the Club's Shaft

Now golfers across the nation can ignite the fun and bring the heat – quite literally – to courses all summer long

LOUISVILLE, Ky. , June 4, 2024- Fireball is shouting 'fore!' to scratch golfers and hackers, and everyone in between, not as a warning about an errant ball headed their way, but rather to celebrate the hot shots golfers are throwing back during their games. Introducing the Fireball Fire Iron. At first glance it appears to be an ordinary 5 iron nestled into a golf bag, but just beneath the surface lies the ultimate antidote to golf's often snooze-inducing norms: five 50ml shooters discreetly held along the club's shaft.

In a move set to rattle the very foundation of golf's traditional decorum, Fireball is challenging golfers to abandon the hushed tones, polite claps, and strict rules often associated with the game in favor of a lively round fueled by the fiery spirit of rebellion. That's where the Fire Iron comes into play – literally!

"Golf is a game about shots - taking them, making them and everything in between. So, as the world's #1 shot brand we thought we were in a unique position to caddie the game forward and towards a bit more unexpected fun on the course," said Danny Suich, Global Brand Director for Fireball. "We know our fans already enjoy celebrating – or mourning – their performance on the green with a birdie shot, but it can be hard to get our sweet cinnamon delight onto the course. With the Fire Iron golfers everywhere can play with fire and come out on top – regardless of what your scorecard says."

The Fire Iron allows golfers to enjoy a slice of fun and boasts a variety of par-tee friendly features:

• Smoking hot design elements, like Fireball's signature dragon on the club's face.
• Classy and functional features that add a touch of style and distinction on the course, including a sleek shaft and grip in Fireball's iconic red shade.
• While not designed to be a playable club, the Fire Iron is guaranteed to be the perfect addition to your golf bag with cleverly concealed birdie shot compartments to securely attach 50ml shooters and spark some mid-game shenanigans.

The Fireball Fire Iron goes on sale Friday, June 7 at 10:00 am EST for $24.99 at FireballWhisky.com. Supplies are limited with no guarantee of a mulligan, so get one before they are gone.

In 2023, Fireball declared that there was a "new Ball in golf" with the launch of its red jackets and the brand is making good on that promise year after year. Visit FireballWhisky.com to learn more about what Fireball has in store for golfers, and stay up to date on all things Fireball by following @FireballWhisky on Instagram and Facebook.

Golf club not designed to be used as sporting equipment.

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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JOHNNIE WALKER BLACK LABEL AND DEVEREUX GOLF DROP FIRST EVER CAPSULE COLLECTION TO CELEBRATE A NEW ERA FOR A TIMELESS DUO - SCOTCH & GOLF

The 'Johnnie Walker Golf Collection' celebrates the game as it swings towards a more vibrant, accessible, fashionable and social future, reflecting the next generation of Scotch whisky drinkers and golfers

NEW YORK, May 30, 2024-- Johnnie Walker, the world's number one blended Scotch whisky, is reigniting its roots in golf - a game it has been associated with for over a century - by bringing its bold, progressive spirit to the beloved game. 'The Johnnie Walker Clubhouse' – the brand's latest golf program – is designed to excite the next generation of 21+ golfers and celebrate a progressive new era of the sport, which has become more inclusive, vibrant, and straight up more fun.

Experience the full interactive Multichannel News Release here: https://www.multivu.com/players/English/9269051-johnnie-walker-blended-scotch-whisky-brings-vibrancy-to-golf/

To tee off, Johnnie Walker has teamed up with trendsetting golf apparel co-founders and brothers, Will and Bert Brunner of Devereux Golf, to create the first of three capsule collections that push the boundaries of what Scotch and golf can be. The 'Johnnie Walker Golf Collection' features hand stitched snapback hats, t-shirts with bold graphics, and a golf towel in striking colors. Each item brings modern yet functional fashion to the green by incorporating stylish outfitting options that capture the essence of modern golfing while honoring its rich heritage. This collaboration celebrates the enduring bond between old and young, paying homage to the traditions of the past while embracing the energy of the future. Shop the collection devereuxgolf.com/collections/johnnie-walker.

"When Johnnie Walker reached out to collaborate, we were instantly in. Devereux Golf is all about the freedom of the game and bringing people together, what better way to do that than with the perfect accouterment to the game – Johnnie Walker," said Devereux co-founder Bert Brunner. "When we started the company in 2013, it was in the hopes of making golf a more exciting, inclusive and inviting sport. Creatively speaking, this collaboration is the perfect partnership since Johnnie Walker and Devereux are two brands that have a deep, abiding love for the sport and a commitment to push culture forward," added Devereux co-founder Will Brunner.

In addition to Johnnie Walker and Devereux capsule collections that will drop over the next 18 months, 'The Johnnie Walker Clubhouse' will engage next-gen Scotch drinkers and golfers with elevated hospitality experiences at major golf tournaments across the country. The brand is also partnering with Hypegolf as the presenting sponsor of the Hypegolf Invitational LA 2024 and several other culture forward events throughout the season.

"Golf has never been more popular, and brands like Devereux Golf are welcoming all different types of people to experience the sport in fun, new ways, just like we aim to do with Scotch," said Josh Dean, Vice President of Johnnie Walker and Buchanan's at Diageo North America. "We are excited to team up with Devereux to reimagine the future of the game through innovative cocktails, fresh lifestyle apparel and fan experiences on and off the course."

Whether experiencing 'The Johnnie Walker Clubhouse' at a tournament, or playing a round with friends, you can responsibly enjoy these reimagined classic cocktails that toast the enduring connection between Scotch and Golf.

• The KEEP WALKING 18 is an indulgent fusion of flavors that elegantly combines the rich, peaty notes of Johnnie Walker Black Label with the zingy freshness of lime cordial. The whisky's inherent smokiness perfectly complements the spicy kick of ginger beer, while the Angostura bitters add a complex layer of aromatic herbs and spices.
• The Johnnie Palmer offers a unique twist on the traditional Arnold Palmer by blending the smooth, smoky undertones of Johnnie Walker Black Label with the classic, crisp flavors of lemonade and ice cream. The result is light tasting and sweet — the perfect cocktail to enjoy on a sunny afternoon.
• Blue in One brings a touch of luxury to the green. Served neat on a golf ball rock to enjoy the rich character of Johnnie Walker Blue Label.

Johnnie Walker and Devereux previewed the first capsule collection at the Charles Schwab Challenge Memorial Day Weekend at the Colonial Golf Course's 14^th Green, where invited guests 21+ could see the merchandise enjoy the tournament while sipping on 'The Johnnie Walker Clubhouse' cocktails. To find out where Johnnie Walker will be showing up next and how fans new and old can be part of the programming this summer and beyond, visit johnniewalker.com/clubhouse.

Be sure to follow @JohnnieWalkerUS on Instagram, Twitter and Facebook.

ABOUT JOHNNIE WALKER
Johnnie Walker is the world's number one Scotch Whisky brand, 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 else.

Six generations of skilled Master Blenders have pioneered and crafted bold new flavors that have transformed a small Scottish grocery store business, founded in 1820, into an international whisky business selling stylish, authentic, and iconic blends.

Today's range of award-winning whiskies includes Johnnie Walker Red Label, Black Label, Double Black, Green Label, Johnnie Walker High Rye Blended Scotch Whisky, Gold Label Reserve, Aged 18 Years and Blue Label. Together they account for nearly 19 million cases sold annually (IWSR, 2019), making Johnnie Walker the most popular Scotch Whisky brand in the world.

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.

ABOUT DEVEREUX GOLF
Devereux is a cultural golf brand founded in 2013 by brothers, Robert and Will Brunner, whose aim is to bring a fresh take to the stale world of golf. At Devereux, we love the game, respect the sport, and honor the traditions, but we welcome the next generation of golfers who are breaking stigmas and outdated standards. As golf culture evolves, and younger more diverse players engage in the game, Devereux is committed to offering apparel and accessories that cater to them- both from a style perspective and price point. Devereux's apparel represents the ever-welcomed melding of streetwear and golf; a combination that inspired the brand to move away from the country club scene and embrace the freedom to create quality clothing and accessories for the kind of golf we like; the kind where you untuck your shirt, wear your hat backwards and leave your belt at home. Follow along with the movement by visiting devereuxgolf.com or follow @DevereuxGolf on Instagram, Facebook, or TikTok.

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Wyoming Whiskey 10-Year National Park Series Old Faithful Yellowstone–Frank Jay Haynes

Wyoming Whiskey 10-Year National Park Series Old Faithful Yellowstone Straight Bourbon Whiskey–Frank Jay Haynes 58%-ABV 750ml.

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J. Mattingly 1845 Distillery Offers Custom Bourbon Bottles Perfect for Father's Day

FRANKFORT, Ky., May 30, 2024 Forget neckties for Father's Day, give Dad a custom bottle of double-staved™ bourbon with your own personalized label from J. Mattingly 1845 Distillery. Order online and choose Dad's favorite mash bill from hundreds of proprietary double-staved barrels pre-selected by the Mattingly team of blenders. Customize it even further by choosing the bottle shape, wax color for the stopper, and your own personal message on the label for Dad. The J. Mattingly 1845 team will hand bottle it to your custom specifications and have it shipped to Dad's door. Orders placed before June 5 will be received by Father's Day on June 16. Orders placed after June 5 have the option of a downloadable gift card which can be printed and given to Dad on his special day.

All of J. Mattingly 1845's whiskeys undergo its proprietary double-staving process, allowing the whiskey inside the barrels additional surface exposure to charred barrel staves to impart more flavor and color. This extra surface exposure of the charred staves inside the barrels imparts more caramel and vanilla naturally from the wood, resulting in a more flavorful taste profile. The barrels are then married together and after rigorous taste tests from J. Mattingly 1845's team of blenders, a one-of-a-kind blend is created.

"The online custom bourbon bottles truly are a one-of-a-kind gift that dad, or any bourbon lover, will treasure," said Harry Richart, president of J. Mattingly 1845 Distillery. "Not only is the liquid inside with our double-staved bourbon blends never repeated, but your choice of bottle shape, custom message for the label and wax color combination make it a unique creation not found on the liquor store shelf. It's a gift that stands out from all others with all the customization opportunities."

J. Mattingly 1845 Bourbon and the custom bourbon creation option are available online at jmattingly1845.com and in person at its Distillery in Frankfort, KY. Gift cards are available for the custom bourbon creation experience. Prices for the online bottles start at $120 for a 750 mL bottle. Shipping is available to 45 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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