Archives for May 2019

MELBOURNE, Australia– Australian whisky brand Starward officially launches in the U.S. today, introducing Americans to a distinct new style of whisky, utilizing the unique climate, terroir and raw materials of Australia. The first expression available in the U.S. is Starward Nova, an Australian single malt whisky matured in Australian red wine barrels.

Nova is a unique whisky which draws influence from the vibrancy of “big red” wines from southeastern Australia. The distillery team sources barrels from local wineries that previously held Shiraz, Cabernet Sauvignon and Pinot Noir. This proximity allows the team to maximize the flavor of the wine permeated into the oak, lending a vibrant red ochre color to the final liquid. The full maturation in red wine barrels creates a light and fruity whisky with a long and spicy finish, similar to some of the country’s award-winning wines.

Since its Australian debut in 2016, Nova has received numerous accolades including two gold medals at the 2016 San Francisco World Spirits Competition for both the “World’s Best Craft Distilled Whisky” and the “Best Australian Single Malt Whisky.” Starward was also recently named “Best Australian Whisky Innovator” from Icons of Whisky and crowned “Best Australian Single Malt” by the World Whiskies Awards in 2016 and 2017.

Starward utilizes the dynamic temperatures for which Melbourne is famous to accelerate the whisky maturation process in an approach known as Elemental Maturation or more colloquially “a Melbourne year.” The result is a long, distinct and spicy finish that creates a complex single malt from a relatively young whisky.

David Vitale founded the distillery in 2007 in his hometown of Melbourne. After working as business manager of a prominent Tasmanian distillery for several years, Vitale wanted to make an accessible whisky that was representative of Melbourne’s cosmopolitan character. His passion for food, wine and beer led to Starward’s original purpose of being an easy drinking whisky designed to pair well with food.

“Starward began with a simple vision: to make a distinctly Australian whisky we could offer the world with pride,” said David Vitale, founder of Starward Whisky. “I have long dreamed of being able to share our whisky in the U.S. It is a genuinely exciting time for the team as we take the next step on our Starward-bound journey.”

Tasting Notes
Nose: Bright red berries, orchard fruits, soft oak spice
Palate: Vanilla and berries balanced with caramel and spice
Finish: Long, fruity and slightly tart with hints of baking spices.

Starward Nova has an ABV of 41% and is available nationally for the suggested retail price of $55 per 750ml bottle.

About Starward Whisky
Starward was founded by David Vitale in 2007 in Melbourne, Australia and is a modern Australian whisky, elementally matured for three “Melbourne years” in Australian red wine barrels, pushing the boundaries of what whisky can be. The core ethos is built on the foundation of an approachable whisky fusing old and new. Old World – traditional product and stills, new world – maturation methods and attitude. The ingredients used to distill Starward are a day’s drive away from the Melbourne-based distillery. The red wine barrels that mature the whisky are built around a broad cross section of big Australian reds, with the keystone being 100L Barossa Shiraz barrels. Using a minimal intervention approach, the whisky gets the best flavor results and the quick turnaround time between the barrels being disgorged at the winery and arriving at Starward means that the barrels retain much of their original character that is apparent in the flavor and texture of the whisky. For more information on Starward visit starward.com.au.

BARDSTOWN,  Kentucky– Rebel Yell Kentucky Straight Bourbon has a new look for its brand lineup. The updated packaging reinforces the brand’s rebellious spirit and elevates the brand’s look, bridging the gap between its proud heritage and modern tastes. The new bottle features an embossed rounded shoulder in addition to a revised front and back label. The new bottle is topped with a matted capsule closure and a natural cork, further enhancing the packaging, which was designed by David Cole.

“By adding the new capsule closure with hints of silver and updating the label with bolder lettering, the new Rebel Yell look aligns with the brand attitude,” said Eric Winter, whiskey brand manager at Luxco.

“The glass embossing on the bottle also adds a tactile component to the consumer’s experience, further elevating the overall look of the package,” added designer David Cole.

The new packaging will roll out in April and will apply to the full family lineup including Rebel Yell Kentucky Straight Bourbon, Rebel Yell Straight Rye, Rebel Yell Root Beer and Rebel Yell Ginger.

Brand Launches New Variant
In addition to the new packaging, the brand is launching a new variant this year: Rebel Yell Kentucky Straight Bourbon 100 proof. This whiskey – crafted according to the original time-honored recipe with a smooth ‘wheated’ mash bill – features honey, vanilla and caramel notes followed by oaky tones and a deep, warm finish. This whiskey will also have the new brand packaging enhancements and has an SRP of $19.99.

“Our traditional 80 proof Rebel Yell is an approachable bourbon, softer on the palate than the new 100 proof Rebel Yell, which brings a bit more bite in the finish,” said John Rempe, head distiller at Lux Row Distillers. “We wanted to offer consumers a higher proof option in this brand family, and this bourbon holds up well with balance of smoothness and flavor, whether providing fuller flavor in a cocktail or as a sipper.”

Award-winning Rebel Yell 10 Year Single Barrel Also Available for 2019

This year, Rebel Yell 10 Year Single Barrel will also be available nationwide in a very limited allocation once again. This year, about 2,600 cases of this highly-acclaimed bourbon will be available in its original packaging, 750ml bottle sold in individual boxes. A limited amount will be available for sale at the Lux Row Distillers gift shop as well.

About Lux Row Distillers
Real roots, real family, real products: Lux Row Distillers – a new bourbon distillery experience on the Kentucky Bourbon Trail – is a family-owned venture, bringing the Lux family history and spirits tradition to the bourbon industry. Lux Row Distillers is the home of Luxco’s bourbon brands, including Rebel Yell, Blood Oath, David Nicholson and Ezra Brooks Kentucky Straight Bourbons.

Located in the heart of Bardstown, Kentucky, the 18,000-square foot Lux Row Distillers includes a visitor center, barrel warehouses, a tasting room and event space, making for an all-encompassing bourbon experience. The 90-acre property is home to an 18th century stone house – which is registered as a National Historic Place – and a long, tree-lined driveway providing a scenic entrance to the distillery.

For more information about the distillery, visit Fluxrowdistillers.com.

The Distilled Spirits Council  released a new report showing the negative impact of the retaliatory tariffs on American Whiskeys is accelerating, particularly to the European Union (EU), according to full year 2018 export data.

Last month, at its Annual Economic Briefing, the Council reported the imposition of retaliatory tariffs beginning in June 2018 caused American Whiskey exports to decline by 8.2 percent between July and November as compared to the same period in 2017. But the available data was only through November, and the Council declined to project full year results due to the uncertainty in the marketplace resulting from the retaliatory tariffs.

Full Year Data Underscores Accelerated Tariff Damage
Globally, for the first six months of the year American Whiskey exports grew 28 percent to a total of $595 million. Following the imposition of the retaliatory tariffs, exports during the second half of the year declined 11 percent compared to 2017, for a total of $593 million. Typically, U.S. distilled spirits exports in the second half of the year are much higher than in the first half, underscoring the harm the tariffs have caused.

Overall, total American Whiskey exports still managed to eke out a small gain of 5.1 percent in 2018, to a record $1.18 billion—a significant deceleration from the annual growth rate of 16 percent recorded in 2017.

With the full year data in hand it is clear that the retaliatory tariffs are having a significant and growing impact on American Whiskey exports, which had been a bright spot for U.S. agriculture exports,“With the full year data in hand it is clear that the retaliatory tariffs are having a significant and growing impact on American Whiskey exports, which had been a bright spot for U.S. agriculture exports,” said Council President and CEO Chris Swonger. “The damage to American Whiskey exports is now accelerating, and this is collateral damage from ongoing global trade disputes.”

Significant Slow Down of American Whiskey Exports to Top Market EU
The EU, which accounted for nearly 60 percent of total American Whiskey exports in 2018, experienced sizzling first half growth of 33 percent but whiplashed into a 13.4 percent decline in the second half when the tariffs slammed on the brakes. That is a significant deceleration in American Whiskey exports to the EU from the 8.7 percent decrease the Council first reported in February resulting from the 25 percent import tariff. American Whiskey exports to the EU still reached a record $704 million, up from $667 million in 2017.

Snapshot of Tariff Impact on Total U.S. Spirits Exports
Total U.S. spirits exports reached a record $1.8 billion, a 9.5 percent increase from $1.64 billion in 2017, but the rate of growth significantly slowed from the 14.9 percent growth recorded between 2016 to 2017. For the first half of 2018, total U.S. spirits exports grew 26.1 percent to a total of $881 million. Following the imposition of the retaliatory tariffs, exports during the second half of the year declined 3 percent compared to 2017, for a total of $909 million. In the fourth quarter alone, exports fell by 13.1% relative to the same period in 2017.

“These numbers are worrisome—even if some portion of the front-end growth is attributable to larger producers positioning product in foreign markets ahead of the tariffs,” Swonger said.

Small and Large Distillers Negatively Impacted
Small distillers have been particularly hit hard. They report orders lost and calls not returned as local distributors are reluctant to commit to new orders given the uncertainty. Many small distillers made substantial investments in international marketing and distribution in order to grow their overseas business, just as American Whiskey is becoming increasingly popular in markets around the world.

However, small distillers are not alone in feeling the impact of the tariffs. Large distillers have reported declining sales in some key export markets as a result of the tariffs.

The Council, in collaboration with the U.S. Department of Agriculture, has conducted an export promotion program for U.S distilled spirits exports since 2006, hosting promotional events in 18 countries, primarily to educate spirits trade, distributors, mixologists and local journalists about American Whiskeys.

“With our member companies, we have worked for many years to promote American Whiskeys in key export markets. As a result, their popularity has been skyrocketing. We urge policy makers and our trading partners to rapidly address these retaliatory tariffs before more damage is done to what has been a great American trade success story,” Swonger concluded.