Diageo unveils new Blade and Bow Bourbon

Diageo has added a new brand to its American whiskey portfolio called Blade and Bow Kentucky Straight Bourbon Whiskey, which “pays homage” to its Stitzel-Weller Distillery in Louisville.

Diageo has added a new brand to its American whiskey portfolio – Blade and Bow Kentucky Straight Bourbon Whiskey

The range comprises two new variants– Blade and Bow Kentucky Straight Bourbon Whiskey and Blade and Bow 22-Year-Old Limited Release Kentucky Straight Bourbon Whiskey.

Each expression is named after the two parts of a skeleton key, the blade shaft and the bow handle, and is inspired by the five keys symbol displayed throughout the Stitzel-Weller distillery.

The symbol is said to represent the five steps of distilling Bourbon, grins, yeast, fermentation, distillation and ageing.

“From the delicious hint of dried apricot and ripe pear found within Blade and Bow Kentucky Straight Bourbon to the 22-Year-Old Limited Release’s pronounced nose of toasted oak layered with vanilla bean, figs and a light touch of dark caramel, both whiskies exhibit the same craftsmanship that was upheld amongst distillers at Stitzel-Weller long ago,” commented Doug Kragel, Diageo North American whiskey ambassador.

“The inspiration for Blade and Bow’s creation resonates with my personal passion for whiskey and I can’t wait for others to have the opportunity to responsibly enjoy these great products.”

Blade and Bow Kentucky Straight Bourbon Whiskey has an abv of 45.5% and is made by ageing the last remaining Bourbon distilled at Stitzel-Weller with other whiskies using solera-ageing methods.

The 22-Year-Old Limited Release is bottled at 46% abv and is a blend of whiskies from the Breckinridge distillery and Stitzel-Weller distillery.

Blade and Bow Kentucky Straight Bourbon Whiskey has a suggested RRP of US$49.99 per 750ml bottle, while Blade and Bow 22-Year-Old Limited Release Kentucky Straight Bourbon Whiskey carries an RRP of US$149.99 per 750ml.

The launches will be supported by both trade and consumer advertising, PR, digital extensions and point of sale materials.