Pernod Ricard debuts new brand with Monkey 47 founder
French spirits firm Pernod Ricard has teamed up with Alexander Stein, creator of Monkey 47 gin, to launch Horse with No Name, a habanero chilli-laced spirit drink made from Bourbon.
Stein founded Monkey 47 gin in Germany’s Black Forest region in 2010. He sold a majority stake in the brand to Pernod Ricard in 2016, and the spirits giant took full ownership of the gin last year. Now Stein is working with Pernod Ricard to launch a new brand.
During lockdown, he founded The Horse’s Spirit Company, which seeks to marry the expertise of Black Forest distillers and American whiskey producers.
The mash bill for the company’s first product, Horse with No Name, was created in partnership with the Firestone & Robertson Distillery in Texas. The spirit drink combines a straight Bourbon, aged for four years in toasted American oak, with a distillate made from Red Savina habanero chillies grown in the Black Forest in Germany.
At present, the 45% ABV bottling is made with Bourbon from Pernod Ricard USA’s stocks, but it will eventually be produced exclusively by Firestone & Robertson.
The liquid can be served neat, or as the base in classic Bourbon drinks such as the Mint Julep or Old Fashioned. It is also recommended mixed with cola and a squeeze of fresh lemon or lime, to make a serve called the Cowboy Spritz.
Ian Peart, Pernod Ricard UK commercial director, commented: “We are beyond excited to launch Horse with No Name in the UK due to the phenomenal success we have seen with Monkey 47.
“Horse with No Name once again offers our customers an intriguing new spirit, which is sure to become a talking point with consumers at the bar, as well as an original brand identity that we will be activating across the on-trade in the coming months. Watch this space.”
The brand has already teamed up with bartender Alex Kratena, who developed a bottled cocktail with the liquid at his east London bar Tayēr + Elementary.
Horse with No Name is available to purchase for RRP £47.89 (US$34.93) per 500ml bottle via Master of Malt and Amazon, and through on-trade stockists including Venus, Amathus, Enotria and DMD.