Dow Scoggins

NEW ORLEANS – New Orleans-based Big Easy Spirits Company is redefining the flavored whiskey category with its flagship Big Easy Whiskey, a premium 5-year-old straight whiskey that puts authentic whiskey flavor front and center. Launched in early 2025 in its hometown of New Orleans, this innovative infused American whiskey starts with 100% straight whiskey distilled in Kentucky and Indiana from a traditional bourbon mash bill (81% corn, 15% rye, 4% malted barley). Aged for five years in used bourbon barrels for a smooth, rounded profile, it’s then expertly infused with over two dozen natural herbs, spices, botanicals, and fruits by Master Blender Kieran Walsh. The result is a bold yet approachable botanical-infused whiskey that enhances the spirit’s rich character without overpowering it – perfect for enthusiasts searching for high-quality flavored whiskey options.

This whiskey (86 proof, 43% ABV, $34.99 SRP for 750mL) shines as an everyday sipper, especially over ice where flavors evolve with each melt. Tasting notes feature toasty American whiskey aromas transitioning to warm baking spices like vanilla, cinnamon, nutmeg, and allspice, with complex Amaro-like herbal layers of cedar and lemon balm on the palate. Versatile for cocktails honoring New Orleans’ legendary mixology, it adds depth to simple serves like “Easy Over Ice” or creative ones like “Easy Like Sunday Morning.” Founded by industry veterans and New Orleans natives, crafted this spirit to be neither pretentious nor gimmicky – bold and boozy, bitter and sweet, embodying the Big Easy’s laid-back soul. Now available online with shipping to 46 states and in select retailers, this New Orleans whiskey is ideal for holiday entertaining or casual sipping. Bourbon Outfitter

About Big Easy Spirits Company
Big Easy Whiskey was launched  in New Orleans in early 2025, captures the vibrant, laid-back essence of the Crescent City in every bottle. Founded by distilled spirits industry veterans and New Orleans natives, the brand aims to deliver a premium, approachable infused whiskey that’s neither pretentious nor gimmicky. Bold and boozy yet bitter and sweet, this whiskey embodies the entrepreneurial spirit and rich cocktail heritage of New Orleans, offering an everyday sipper that’s perfect for casual moments or sophisticated gatherings. Now available across 46 states, this innovative American whiskey redefines the flavored category with authentic quality and local inspiration.

How did New Orleans get the name, The Big Easy?
The nickname “The Big Easy” for New Orleans reflects the city’s renowned laid-back, easygoing lifestyle, vibrant jazz culture, and relaxed pace compared to faster-paced places like New York City (known as “The Big Apple”). While the exact origin is debated with several theories, the most widely accepted account traces its popularization to the 1970s.

New Orleans gossip columnist Betty Guillaud (sometimes spelled Guillot or similar) used the phrase in her newspaper columns to highlight the city’s carefree atmosphere in contrast to New York’s hustle. This usage caught on, especially after author James Conaway titled his 1970 crime novel The Big Easy (inspired by his time as a police reporter in the city, where he overheard the phrase), and the 1987 film adaptation starring Dennis Quaid further cemented it in popular culture.

Earlier theories include references to a early 20th-century dance hall called “The Big Easy Hall” in Gretna (across the river from New Orleans), where jazz pioneer Buddy Bolden performed, or slang among musicians describing how it was relatively “easy” to find gigs and make a living in the city’s thriving jazz scene compared to elsewhere. Other suggestions point to the city’s lenient attitude toward alcohol during Prohibition or its overall low-key vibe. Though locals rarely use “The Big Easy” themselves (preferring “New Orleans” or “NOLA”), the nickname endures as a celebration of the city’s unique charm.

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LOUISVILLE, Kentucky – Rabbit Hole Distillery has partnered with acclaimed actor and producer Jay Ellis, known for his roles in Top Gun: Maverick and Insecure. This collaboration marks a key moment in the brand’s commitment to innovation and creativity in both whiskey and film. As part of the partnership, Rabbit Hole will launch an exclusive contest for aspiring filmmakers alongside a limited-edition distillery series whiskey release.

As the Official Bourbon of the Sundance Film Festival, Rabbit Hole Distillery proudly champions bold, independent voices, celebrating creativity and storytelling from every walk of life. To bring this mission to life, Rabbit Hole has partnered with Ellis to launch The Creative Spirit Challenge. Aspiring filmmakers are invited to submit a short video sharing their story, bold ideas and dreams of becoming a filmmaker. The grand prize winner will receive a Canon EOS R5 C camera and a one-on-one mentoring session with Ellis. Additionally, three runners-up will receive Canon cameras to fuel their creative journey.

“Something very important to me, and the reason I launched my production company Black Bar Mitzvah, is to help aspiring filmmakers and creatives tell their stories. Partnering with Rabbit Hole and The Creative Spirit Challenge is an exciting opportunity to inspire and empower the next generation of filmmakers to chase their dreams and elevate their craft. I can’t wait to see the incredible talent and stories that will emerge from this initiative.”

In addition to the contest, Rabbit Hole Distillery and Ellis are also collaborating on a limited-edition whiskey release, slated for this spring. The release will embody the shared values of artistry and craftsmanship that form the foundation of Rabbit Hole’s whiskey-making process and Ellis’ approach to his films and TV shows. Available exclusively at Rabbit Hole Distillery in Louisville, each bottle in this special limited series will honor the creative spirit that defines both industries.

“At Rabbit Hole, innovation and creativity are at the heart of everything we do,” said Kaveh Zamanian, Rabbit Hole Founder and Kentucky Bourbon Hall of Fame Whiskey Maker. “Jay Ellis embodies the bold vision and artistry we admire in film, just as we strive to craft each bottle with unparalleled originality and excellence. Together, this partnership will inspire creativity, nurture emerging talent, and push the boundaries of artistry in both whiskey and film.”

To enter the Creative Spirit Challenge, and for full contest rules, visit www.RabbitHoleDistillery.com/creativespiritchallenge.

No purchase necessary. Must be a legal resident of (50) U.S. or D.C., age 21+. Registration ends 3/31/2025. See official rules at www.RabbitHoleDistillery.com/creativespiritchallenge. Odds of winning based upon number of eligible entries received and decisions of judges. No alcoholic beverage is part of any prize award. Void wherever prohibited. Sponsor: Pernod Ricard, 250 Park Avenue, New York, NY 10177.

To keep up with Jay Ellis, follow him on Instagram @jayrellis.

For more information about Rabbit Hole Distillery, visit www.RabbitHoleDistillery.com and follow along on social media @rabbithole.

ABOUT RABBIT HOLE DISTILLERY
Rabbit Hole was born to blow the cobwebs off the American whiskey category and pierce through the conformity that had kept it stuck in the 19th century. Rabbit Hole’s Founder and Whiskey Maker, Kaveh Zamanian, left a 20+ year career as a clinical psychologist to pursue his long-standing passion for fine spirits. With a mission to transform the ordinary into the extraordinary, he set course to develop one-of-a-kind expressions of American whiskey. Through its signature core offerings – Cavehill Four Grain Triple Malt Kentucky Straight Bourbon, Boxergrail Kentucky Straight Rye Whiskey, Dareringer Kentucky Straight Bourbon Whiskey Finished in PX Sherry Casks, and Heigold High Rye Double Malt Kentucky Straight Bourbon – along with its innovative Founder’s Collection series, stands as the best example of innovation and craft distillation in the country. This distinction is highlighted by its use of truly singular mash bills, signature malted grains, and custom-made, hand-selected, toasted & charred barrels. The state-of-the art distillery is a cathedral to the art and science of whiskey making and is located in the Nulu neighborhood in the heart of downtown Louisville. Designed as a true craft distillery designed to scale, it produces 27,000 barrels every year. Since opening in 2018, it has been heralded as the “Architectural Icon” of the Kentucky Bourbon Trail and was recently named “World’s Leading Bourbon Distillery Tour” by the World Travel Awards. In 2022, Kaveh was inducted into the Kentucky Bourbon Hall of Fame’s 20th anniversary class, cementing his place among industry pioneers and visionaries. For more information, visit www.RabbitHoleDistillery.com.

ABOUT PERNOD RICARD USA®
Pernod Ricard USA is the premium spirits and wine company in the U.S., and the largest subsidiary of Paris, France-based Pernod Ricard SA., the world’s second largest spirits and wine company. Pernod Ricard employs approximately 19,000 people worldwide, is listed on Euronext (Ticker: RI) and is part of the CAC 40 index. The company’s leading spirits include such prestigious brands as Absolut Vodka, Avión Tequila, Chivas Regal Scotch Whisky, The Glenlivet Single Malt Scotch Whisky, Jameson Irish Whiskey, Kahlúa Liqueur, Malibu, Martell Cognac, Olmeca Altos Tequila, Beefeater Gin, Del Maguey Single Village Mezcal, Código Tequila, Monkey 47 Gin, Seagram’s Extra Dry Gin, Malfy Gin, Hiram Walker Liqueurs, Midleton Irish Whiskey, Redbreast Irish Whiskey, Aberlour Single Malt Scotch Whisky, Lillet, Jefferson’s Bourbon, TX Whiskey, Skrewball Whiskey, Smooth Ambler Whiskey, Rabbit Hole Whiskey, Pernod and Ricard; such superior wines as Jacob’s Creek, Kenwood Vineyards, Campo Viejo, Brancott Estate and Sainte Marguerite en Provence rosé.; and such exquisite champagnes and sparkling wines Perrier-Jouët Champagne, G.H. Mumm Champagne, Mumm Napa.

Pernod Ricard USA is headquartered in New York, New York, and has more than 1,000 employees across the country. As “creators of conviviality,” we are committed to sustainable and responsible business practices in service of our customers, consumers, employees and the planet. Pernod Ricard USA urges all adults to consume its products responsibly and has an active program to promote responsible drinking. For more information, visit: www.pernod-ricard-usa.com.

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The year 2025 marks the debut of Bomberger’s PFG  (Precision Fine Grain) Kentucky Straight Bourbon. For years, Bomberger’s Declaration Bourbon has been celebrated for its rich, bold character. Now, with Bomberger’s PFG™, Michter’s continues its commitment to innovation and craftsmanship, pushing the boundaries of American whiskey.

“This new release is a remarkable expression with incredible texture and a full spectrum of rich flavors. It reflects our team’s meticulous exploration of wood science under carefully controlled conditions,” says Michter’s Master Distiller Dan McKee.

A Unique Double-Barrel Aging Process
Bomberger’s PFG™ begins its journey aging in a toasted and charred American oak barrel. After full maturation, it is transferred to a custom French fine grain oak barrel, crafted with precision from staves that undergo a rigorous 40-month natural air-drying process in France. The second barrel—a proprietary blend of wood sourced from legendary forests such as Tronçais, Allier, Nevers, and Vosges—is toasted at a meticulously controlled temperature before receiving a select charring.

The whiskey then undergoes further maturation in these finishing barrels, enhancing its depth and complexity. Once matured, it is batched in small quantities, filtered through Michter’s signature process, and bottled at 100.2 proof (50.1% ABV).

A Luxurious Tasting Experience
Michter’s Master of Maturation Andrea Wilson describes the final result:
“Bomberger’s PFG  delivers an enticing medley of aromas, from confectionary sweetness to delicate floral notes. The palate unfolds beautifully with integrated fruit and herbaceous layers, culminating in a full-bodied, creamy texture. The finish lingers with soft spice and hints of chocolate, making for an unforgettable whiskey experience.”

Availability & Pricing
Bomberger’s PFG  is available in 750ml bottles with a suggested U.S. retail price of $140.

Honoring a Rich Heritage
With its Shenk’s and Bomberger’s Legacy releases, Michter’s pays tribute to the historic Pennsylvania distillery founded as Shenk’s in 1753, later renamed Bomberger’s in the 1800s, before eventually becoming known as Michter’s in the 20th century.

Bomberger’s PFG™ continues this tradition of excellence—where heritage meets innovation in every sip.

About Michter’s,
Michter’s Distillery traces its storied legacy back to 1753, when Swiss Mennonite farmer John Shenk founded America’s oldest whiskey distillery in Schaefferstown, Pennsylvania, initially producing rye whiskey that reportedly fortified George Washington’s troops at Valley Forge. Known over the years as Shenk’s, then Bomberger’s, the brand endured Prohibition, financial challenges, and closure in 1989 before being revived in Kentucky by Joseph Magliocco in the 1990s. Today, Michter’s operates state-of-the-art facilities including the Shively Distillery for primary production and the historic Fort Nelson Distillery on Louisville’s Whiskey Row, opened in 2019, where visitors can experience its “cost be damned” commitment to crafting premium American whiskey, Kentucky straight bourbon, and rye whiskey.

Michter’s portfolio shines with small-batch and single-barrel expressions renowned for exceptional quality and extended aging, including the flagship US1 Kentucky Straight Bourbon with rich caramel, vanilla, and stone fruit notes; the bold, peppery US1 Single Barrel Rye; and the unique US*1 Unblended American Whiskey matured in whiskey-soaked barrels for a mellow profile. Highly allocated limited releases like the 10-Year Bourbon and Rye, Toasted Barrel finishes, and ultra-rare 20- and 25-Year offerings appeal to collectors seeking top-rated American whiskey. With a focus on premium grains, heat-cycled warehousing, and bottling only at peak maturity, Michter’s consistently earns acclaim as one of the world’s most admired bourbon and rye whiskey producers.

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Bottled in bond is a label for an American-made distilled beverage that has been aged and bottled according to a set of legal regulations contained in the United States government’s Standards of Identity for Distilled Spirits, as originally laid out in the Bottled-in-Bond Act of 1897. As a reaction to widespread adulteration in American whiskey, the act made the federal government the guarantor of a spirit’s authenticity, gave producers a tax incentive for participating, and helped ensure proper accounting and the eventual collection of the tax that was due. Although the regulations apply to all spirits, most bonded spirits are whiskeys in practice.

To be labeled as bottled-in-bond or bonded, the liquor must be the product of one distillation season (January–June or July–December) by one distiller at one distillery. It must have been aged in a federally bonded warehouse under U.S. government supervision for at least four years and bottled at 100 proof / 50% alcohol by volume. The bottled product’s label must identify the distillery where it was distilled and, if different, where it was bottled. Only spirits produced in the United States may be designated as bonded.

Some consumers consider the term to be an endorsement of quality, while many producers consider it archaic and do not use it. However, because bottled-in-bond whiskey must be the product of one distillation season, one distillery, and one distiller – whereas ordinary straight whiskey may be a product of the mingling of straight whiskeys with differing ages and producers within a single state – it may be regarded as a better indication of the distiller’s skill, making it similar in concept to a single malt whisky, small batch whiskey, or single barrel whiskey. Bonded whiskeys are also valued for their higher-than-usual alcohol content (100 proof rather than the more typical 80–90 proof), as this means the product contains a less diluted spirit, typically corresponding to more flavor.

History of the Bottled in Bond Act
The Bottled-in-Bond Act of 1897 established a groundbreaking standard of quality and authenticity for American whiskey, particularly bourbon, during an era when consumer trust was severely undermined. Before the law’s enactment, much of the whiskey marketed as “straight” was heavily adulterated—often flavored and colored with substances like iodine, tobacco spit, prune juice, or even harmful chemicals—to imitate the appearance and taste of properly aged spirits while maximizing profits for unscrupulous rectifiers. This widespread deception created urgent demand for government-backed assurance of purity and verifiable craftsmanship.

Beyond protecting consumers, the Act cleverly intertwined with U.S. tax policy to incentivize distillers’ participation. By storing whiskey in federally supervised bonded warehouses, producers could defer excise tax payments until the spirit was ready for bottling, improving cash flow during the lengthy aging process while ensuring accurate tax collection through strict oversight. Led by influential Kentucky distiller Colonel Edmund Haynes Taylor, Jr.—founder of the Old Taylor bourbon brand—and supported by Treasury Secretary John G. Carlisle, a coalition of reputable distillers successfully advocated for this reform. To enforce compliance, Treasury agents maintained control over access to these secure bonded warehouses, guaranteeing that only genuine, unadulterated whiskey meeting the Act’s rigorous standards could earn the prestigious bottled-in-bond designation.

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