Launch for Prohibition-style unaged whiskey

A clear unaged grain spirit, inspired by the American drinks of the Prohibition era, has been launched as Bootlegger by Halewood International.

With an ABV of 40 per cent, the whiskey-style Bootlegger has hints of oak and vanilla, is silky smooth in the middle and delivers a delicate but lingering grain-filled finish. It is made with a blend of English and French wheat and a multiple distillation process for exceptional purity.

With a bottle designed in line with the Prohibition era, it has been developed to be sipped as these kinds of spirits were at the time. It is also suitable for cocktails, with various recipes created for the new brand such as The Capone which mixes it with Grand Marnier, bitters, lemon juice and sugar syrup, topped up with a splash of champagne and garnished with a raspberry.

Launched through Halewood’s Dockyard Distillers, Bootlegger is expected to be a success in the same way that Prohibition-inspired products have been in the US over the past 12 months.

It is being previewed at the Boutique Bar Show in London, which runs until today (September 19) and will be officially launched during London Cocktail Week in October.

It is being seeded into high-profile premium on-trade accounts and already has listings in London with Drake & Morgan and Benugo Group bars as well as Underdog in Clapham, McQueen in Shoreditch, Dollar Grills & Martinis in Clerkenwell and Blue’s Kitchen in Camden and Harvey Nichols.

Richard Clark, director of Innovation at Halewood International, said: “In a growing premium spirits market, UK consumers are becoming more sophisticated, and as a result are looking for more intriguing and distinctive brands. Bootlegger is targeted towards a younger ‘brand savvy’ audience than the traditional whiskey consumer, seeking to enjoy authentic straight-talking spirits as part of their bar drinking repertoire.

“It’s a modern take on a product that’s traditionally enjoyed by 40-plus males. Bootlegger, with its refined taste profile, is expected to attract discerning, contemporary consumers who aspire to enter the whiskey market but, to date, have not been given the reason to do so.”

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