Whistlepig expands global presence with Moët HennessyBy Alice Brooker
Rye whiskey producer Whistlepig has partnered with LVMH-owned Moët Hennessy to launch a marketing drive in the UK and Europe.
Last year, Moët Hennessy acquired a minority stake in Whistlepig with the aim of helping the Vermont-based brand to expand outside of North America. The deal marked Moët Hennessy’s first route-to-market spirits partnership.
The rye whiskey producer has now revealed its larger-scale activity planned for next year in the UK and Europe, with a focus on the brand’s core range of whiskeys, and more limited edition releases to UK and European markets.
Jeff Kozak, CEO of Whistlepig, said: “We are delighted to be taking Whistlepig to market in both the UK and Europe, having the chance to showcase our very special range of whiskies to consumers who might already know of us, but have not yet had the chance to hear our story or taste our highly decorated range of whiskeys.
“The continued interest in American whiskey from consumers within the European market, alongside the dynamism we are starting to see again in the on trade offers the perfect opportunity for our brand and whiskeys to hopefully flourish.”
The whiskey company, which was founded in 2007, has on- and off-trade activations planned for 2022, with an emphasis on industry education and advocacy, following the brand ‘actively exploring options’ to move into new markets over the past year.
Alexei Rosin, managing director at Moët Hennessy UK, said: “It is an exciting time for American whiskeys and our partnership with Whistlepig offers a fantastic opportunity to expand our spirits expertise, whilst building a portfolio of both luxury and craft boutique brands.”
The UK is the rye whiskey brand’s first global focus market.
The Whistlepig core range includes Whistlepig Rye Whiskey Aged 10 Years, Old World Rye Aged 12 Years and Estate Oak Rye Aged 15 Years. The bottlings can be purchased through Clos19.com from RRP £80 (US$105.94).
Earlier this year, Whistlepig moved into Irish whiskey with the revival of the Limavady brand.