Following the announcement of the international partnership between Moët Hennessy and WhistlePig in 2020, the rye whiskey brand and leading luxury drinks company are launching a full sales and marketing drive in the UK and Europe this month, with larger scale activity planned for 2022.
The collaboration includes Moët Hennessy acquiring a minority stake in the highly awarded Rye whiskey distillery and brand from Vermont.
The product focus for the UK in 2022 will be WhistlePig’s award-winning core range of Rye Whiskies: WhistlePig Rye Whiskey Aged 10 Years, Old World Rye Aged 12 Years and Estate Oak Rye Aged 15 Years. Next year will also see the introduction of more limited edition releases to the UK and European markets, as well as a younger rye to encourage new drinkers to explore the brand and rye whiskey category overall.
On and off trade activations are being planned throughout the year with specialist partners in both channels, with the emphasis on industry education and advocacy.
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 whiskies.”
“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 whiskies to hopefully flourish.”
Since being founded in 2007, WhistlePig has been one of the driving forces in American craft whiskey and innovation, with rye at the heart of everything they do. The distillery has won multiple global awards for its range of rye whiskies, ensuring that the WhistlePig name is synonymous with world-class spirits and a pioneering leader in the creation of rye whiskey.
The core range of whiskies includes a spirit that has been matured in Vermont Oak, grown on the land surrounding the distillery. Vermont Oak is some of the most northern Oak in the world, which means more growth rings and more depth of flavour in the final matured spirit.
Alexei Rosin, Managing Director at Moët Hennessy UK said: “It is an exciting time for American whiskies 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 WhistlePig range of rye whiskies are available via Clos19.com and Majestic, as well as other specialist retailers and on trade accounts, RRP from: £80. For trade enquiries, please contact Moët Hennessy UK.