Heaven Hill admit to ‘Larceny’

Trade News

Heaven Hill Distillery

Heaven Hill Distillery

Heaven Hill Distilleries have announced the release of a new super-premium ‘wheated’ bourbon in September 2012 – Larceny Kentucky Straight Bourbon Whiskey – as the “heir” to the Old Fitzgerald line that Heaven Hill acquired in 1999.

Larceny Bourbon continues the Old Fitzgerald tradition of using wheat in place of rye as the third grain in the whiskey’s recipe, replacing the spicier, fruitier flavour of rye provides with the softer, rounder character that is the hallmark of Old Fitzgerald and other “wheated” Bourbons such as Maker’s Mark and the Van Winkle line.

The Larceny name derives from the history of the Old Fitzgerald line, which was named after John E. Fitzgerald who was said to have founded his distillery in Frankfort soon after the end of the Civil War. In reality, Fitzgerald was a Treasury agent who used his keys to the bonded warehouses to pilfer barrels of fine bourbon.

According to their press release, Heaven Hill has launched Larceny, under the tagline “A taste made famous by an infamous act”, to set history straight.

Senior Brand Manager Susan Wahl, said: “Larceny combines an authentic brand history and intriguing story with outstanding, extra aged wheated Bourbon, making for a very attractive alternative for the more sophisticated American Whiskey consumer. And they will have the opportunity to hear about Larceny from some of the foremost whiskey writers in the world, and see it advertised in top speciality whiskey media.”

Larceny will be released in various markets in the USA later in year, RRP $24.99 for a 750ml bottle.


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