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SB meets… Karthik Sudhir, Phenomenal Spirits
Located on the sunny shores of Virginia Beach, Virginia, US, the CEO of Phenomenal Spirits tells us more about the company’s innovative Ry3 Whiskey.
Phenomenal Spirits was founded in 2017 by technology and spirits entrepreneur, and CEO Karthik Sudhir. With a strong focus on ultra-premium, high-growth aged spirits, the company’s portfolio includes Ron Izalco Rum, a blend of Central American rums, and Ry3 Whiskey, a ‘sumptuous and heavenly’ rye whiskey blend with three different mash bills. In December 2018 the company’s products made their European debut, followed by the domestic US market in June 2020. The brands can be found in 11 international markets and 20 US states. Sudhir told us more about the company’s innovative Ry3 Whiskey.
What inspired you to create Ry3 Whiskey?
As an Indian immigrant living in the US, there is no greater joy than representing the true original spirit of America – rye whiskey. The US history of the spirit dates back to the late 1700s, and we are here to write the next chapter offering innovation. What attracted me to rye whiskey is its incredible versatility, with distinctive notes of pepper, clove, cinnamon, and even hints of fruit. These attributes makes it a great choice for those who enjoy a more robust spirit compared to the softer, sweeter flavours of Bourbon.
To create our Ry3, we source rye whiskey from some of the finest distilleries in the US and Canada. All product innovations, including cask finishing, rickhouse ageing, blending, bottling and labelling, are handled in-house by the Phenomenal Spirits team.
What does the number three represent in the brand’s values?
Three is a key part of our branding and marketing strategy. Starting from the brand name, when number three is reversed to incorporate it to the essence of the brand itself, it represents the letter E, hence the name Ry3. Our core-expression rye is made with three mash bills, three distillates, which ultimately turn into three age-statement whiskeys that are blended and finished in rum casks to create one seamless sip offered at 50% ABV. With Ry3 Whiskey, we have three simple rules we live by: respect tradition, usher innovation, and relish celebration.
What innovations has the brand introduced into the rye category?
Our Ry3 Whiskey is a Maryland-style rye, which has a corn whiskey component in the blend. The extra-aged corn whiskey has been matured for 10 to 14 years, and balances the rye’s spicy notes with sweeter nuances. For that reason, Ry3 is often referred by whiskey lovers as “the Bourbon-drinker’s rye whiskey”.
The Ry3 brand is one of the few fully focused on the rye whiskey category. Ry3’s portfolio includes cask‐finish expressions like Madeira Cask, Naranja Cask, Toasted Barrel, and the hugely popular Ry3 Cigar Series, crafted for whiskey lovers and cigar aficionados.
Our product line resonates with consumers looking for craft, cask-finished, full-bodied and cask-strength expressions at a price point that offers great value for money. We also drive to provide consumers with a brand with transparency and the opportunity to connect with the company’s founders to have that ultimate relationship and be the brand advocate.
What is next for Ry3 Whiskey and Phenomenal Spirits?
At Phenomenal Spirits, we are continually innovating. We have a strong pipeline of new product launches for 2025, including Ry3 Cigar Series Volume Two and Ry3 Whiskey 2025 seasonal expression. If you are a whiskey lover, we invite you to explore the Ry3 Whiskey portfolio.
We offer some of the most robust flavour profile expressions in the category with sought-after cask finishes at a consumer-friendly price point. Ry3 is a toast of luxury for every occasion – It is about times of remembrance, salutation, and celebration. Hence the company’s mission statement: Phenomenal Spirits, Phenomenal People, Phenomenal Moments.
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