Halewood unveils 4yo American Eagle BourbonBy Owen Bellwood
UK-based Halewood Wines & Spirits has expanded its Bourbon portfolio with the launch of American Eagle Aged Four Years.
Distilled from a mash bill comprising 84% corn, the four-year-old Bourbon has been matured in American oak barrels and underwent a charcoal-mellow filtration process.
Bottled at 40% ABV, the whiskey is said to have “notes of toasted oak, vanilla and fudge, bitter sweet orange and warming white pepper spice”.
Andrew Wallace, brand manager at Halewood Wines & Spirits, said: “You don’t see many aged American whiskey’s on the market these days, which makes American Eagle’s proposition even more compelling.
“With the 12-year-old performing well since it’s launch earlier this year, we have an already engaged market who are eager to get the four in front of their customers.”
Priced at RRP £25 (US$30) per 700ml bottle, American Eagle Aged Four Years has secured listings with on-trade venues such as Café Royal Hotel, Bulgari Hotel and Sketch in London. The Bourbon is also available through wholesalers Venus Wine & Spirit Merchants and Speciality Drinks.
To support the launch and to increase American Eagle’s visibility in the UK, Halewood launched a pop-up experience at the Soho Jazz Festival for the whiskey brand. The Bourbon maker has also partnered with Bayou Bar in London to create food pairings to help with future marketing.
American Eagle will also roll out branded glassware and a new signature serve to increase the brand’s presence in the on-trade.
Wallace added: “Premium dark spirits will perform well this year and into 2020, and we’re confident the additional marketing we have in store will boost the brand’s appeal with our target audiences.”