Pernod Ricard UK has welcomed Rabbit Hole to its portfolio of Enterprise Brands. Founded in 2012, Rabbit Hole is one of the fastest growing super premium American Whiskey brands in the US, and the UK will be the first market in Europe to launch the brand. The Rabbit Hole collection in the UK will include Heigold Kentucky Straight Bourbon Whiskey and Boxergrail Kentucky Straight Rye Whiskey.
Rabbit Hole was founded by Kaveh Zamanian who marries heritage techniques with innovative mash bills to create unique expressions of super premium American whiskey. Each bourbon in the Rabbit Hole portfolio has its own identity, unified by Kaveh’s uncompromising approach to whiskey making. Made in small batches with less than 15 barrels per batch, each bourbon is composed of 30% malted grains which deliver unique flavours and added complexity. Through its proprietary process, the liquid enters the barrel at a low entry proof and is never chill filtered to preserve its integrity. All the barrels used by Rabbit Hole are hand-selected, and are toasted and charred to bring out caramelised flavour.
Heigold, a high rye, double malt bourbon, is made with a high concentration of malted grains (5% malted barley and 25% malted rye). With a sweet nose that evokes toasted malt, Heigold brings forth creamy notes of butterscotch with bursts of citrus, and finishes with intriguing notes of pepper and spice.
Boxergrail is a Kentucky straight rye whiskey. This sour mash rye is composed of 95% rye with malted barley added to its mash bill to present a velvety mouthfeel, while subtle spice and brown sugar notes lend an air of distinction.
All the whiskies in Rabbit Hole’s portfolio have been given names that reflect the Louisville, Kentucky individuals who have gone down their own ‘rabbit holes’ in pursuit of their passions. Heigold was named after Christian Heigold, a German stonemason who settled in Louisville prior to 1850 and carved ornate symbols of his patriotism on the façade of his landmark home. Boxergrail was inspired by Louisville’s rich heritage in boxing, where many local fighters emerging from neighbourhood gyms have followed a path to become prize-fighting champions.
“Our expansion to the UK marks a pivotal moment for Rabbit Hole because I have long believed that American whiskey deserves to be on the global stage among the finest spirits in the world,” said Zamanian. “Our heritage-based and innovation-forward approach to whiskey making has earned us a devoted following in the U.S. and we look forward to sharing our craft with spirits connoisseurs throughout the U.K.”
Mark Makin, Enterprise Brands Controller at Pernod Ricard UK, commented, “As we continue to identify and incubate the next generation of cult spirit brands, we’re excited to welcome Rabbit Hole to our portfolio. Rabbit Hole is a modern and progressive distillery that makes award-winning whiskies and, as the fastest growing Bourbon in the US, has redefined the standard for American Whiskey. We’re confident that UK consumers will also embrace the brand and its one-of-a-kind expressions, and we look forward to sharing it with bourbon lovers and spirits enthusiasts across the country.”
Both Rabbit Hole expressions are 47.5% ABV and available in 750ml bottles. Heigold is priced at £55 and Boxergrail costs £49. Both are available from Master of Malt, Amazon, and The Whisky Exchange. On-Trade stockists include Speciality Drinks, Amathus, Venus, Coe Vintners and Enotria.
Fore more information, head over to Rabbit Hole’s official website.
Last month, Rabbit Hole unveiled the inaugural release in its Distillery Series, Starlino rye whiskey. The new range is made of limited-edition small batch, cask-strength bottlings.