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Heaven Hill launches Cinerator cinnamon whiskey

Heaven Hill is set to launch Cinerator, a new hot cinnamon flavoured whiskey, which will hit the US market in May.

Cinerator cinnamon whisky
Heaven Hill’s Cinerator cinnamon whiskey is now on sale in the US

Figures released last month underlined the increasing popularity of flavoured whiskey in key markets over the past year and Cinerator is aimed at meeting the demand kindled by growing consumer interest in the hot and spicy sub-category.

“Flavour innovation across all categories is at a fever pitch,” said Hannah Venhoff, brand manager for the new product. “Bold and exciting whiskey flavours, in particular, are some of the strongest new products in the market with total volume now exceeding one million cases. Cinerator will be a tremendous new addition to that growing category.”

Flavoured whiskey first appeared in the US in 2007 with Campari’s Wild Turkey American Honey, sparking distilleries nationwide to begin creating a raft of flavours, including Bacardi just this month with a Highlander Honey offshot of its Scotch brand Dewar’s. Heaven Hill itself already produces honey, apple, cherry and cinnamon flavoured whiskey under the umbrella of its Evan Williams brand.

Other cinnamon-flavoured competitors on the US market include Jim Beam’s Red Stag Spiced, Hood River Distillers’ SinFire, Early Times Fire Eater and Sazerac’s Canadian whisky Fireball.

Cinerator, which carries a 45.5% abv, will launch next month with an RRP of US$14.99 per 750ml bottle.

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