Eastside Distilling launches new whiskey brand

Eastside Distilling has added Barrel Hitch American Whiskey and Barrel Hitch Oregon Oak American Whiskey to its brand portfolio.

The Barrel Hitch brand is aimed at both new and experienced whiskey drinkers

The new whiskeys join Eastside Distilling’s spirits portfolio of Burnside Bourbon and Burnside Oregon Oaked Bourbon, and flavoured whiskeys Marionberry and Cherry Bomb.

Eastside’s master distiller, Melissa Heim, and its chief branding officer, Carrie Earles, created the Barrel Hitch brand to “appeal to both new and experienced whiskey drinkers”.

Barrel Hitch American Whiskey is bottled at 40% abv, and has a “smooth body”, with “toasted oak and hints of green apple and vanilla” on the palate.

Barrel Hitch Oregon Oak American Whiskey is bottled at 44% abv, and is made by putting Barrel Hitch American Whiskey through a second “Oregon Oaked” ageing process for an additional four months.

The palate tasting notes are described as “immediate dessert tannins with a medium octane punch. Lingers on upper palate with white oak, caramel, coal and vanilla”.

“We’re launching these new whiskeys into the fastest growing category of the spirits market, which hit US$23.1 billion last year,” said Eastside Distilling CEO, Steven Earles.

“This record growth is largely being driven by a newer generation of spirits drinkers, and particularly women, who are discovering whiskey as a refreshing alternative to vodka and rum.

“Today’s new whiskey drinkers are not limited by tradition, but seek the best-tasting, most full-flavoured experience they can find. In this regard, our new Barrel Hitch whiskeys hit the mark straight on.

Eastside Distilling is preparing initial shipments for distribution to Oregon’s state-run liquor stores, with the rollout to other states to follow.

In January, the company began an expansion that would allow it to produce up to one million cases a year.