Berry Bros & Rudd puts Bourbon to the fore in Alba Reserve rebrand

Berry Bros & Rudd puts Bourbon to the fore in Alba Reserve rebrand

Berry Bros & Rudd has renamed the Alba Reserve expression of its Glenrothes single malt Scotch whisky as the Bourbon Cask Reserve. 

 

The company said name change was for “the sake of simplicity and to aid consumer understanding”. Bourbon Cask Reserve is now on sale in the US for US$55 per bottle and will soon roll out to other markets including the UK and Taiwan, Berry Bros & Rudd says.

The product is matured exclusively in American oak refill Bourbon casks and is bottled at 40% abv.

Global demand for Bourbon has increased in the past few years, particularly in the US, where it has taken share from vodka. Bourbon makers such as Beam Suntory, which owns the Beam brand, have capitialised on the trend with new flavour extensions and expanded portfolios. Scotch distillers have also latched onto Bourbon trends by empahsiing the North American spirit’s role in some aging processes.

Last year, Diageo launched a premium range for Johnnie Walker with a rye cask finish matured in Bourbon barrels for ten years that it said “blends the flavour characteristics of Bourbon and rye” into the signature Johnnie Walker flavour. In May, Pernod Ricard rolled out the US-only Barrelhound

, which the company said aims to emulate the Bourbon profile, but from a Scotch perspective.

01 Comment

  1. Mr WordPress

    Hi, this is a comment.
    To delete a comment, just log in and view the post's comments. There you will have the option to edit or delete them.

    March 31, 2016

Leave Comment