Halewood Wines and Spirits’ premium Tennessee bourbon whiskey brand American Eagle is extending its presence in the UK with the launch of a new 4yo expression.
The new 40% ABV four-year-old variant provides a “rich and creamy” aged bourbon, with “notes of toasted oak, vanilla and fudge, bitter sweet orange and warming white pepper spice”.
The liquid has been distilled with a high 84% corn content, aged in American oak barrels and gone through American Eagle’s signature charcoal-mellow filtration, known as the Lincoln County Process. This is said to smooth out the taste, creating an easy-drinking flavour-filled whiskey which can be enjoyed neat, over ice or stirred down in a cocktail.
Andrew Wallace, brand manager at Halewood Wines & Spirits, said: “You don’t see many aged American whiskeys on the market these days, which makes American Eagle’s proposition even more compelling.
“With the 12-year-old performing well since its launch earlier this year, we have an already engaged market who are eager to get the four in front of their customers.
“Premium dark spirits will perform well this year and into 2020, and we’re confident the additional marketing we have in store will boost the brand’s appeal with our target audiences.”
American Eagle’s new 4-year-old whiskey joins the brand’s 12yo, and is available through Venus Wine & Spirit Merchants and Speciality Drinks. It has already secured initial listings with the Inception Group, Café Royal Hotel, Bulgari Hotel and Sketch, to name but a few.
To support the launch as well as increase American Eagle’s visibility and credibility in the UK, the brand recently created a pop-up experience at the Soho Jazz Festival and partnered with Bayou Bar in London to create food pairings to help with future marketing. Glassware and a new hero serve strategy has also been developed to inspire the on-trade.