Leading bars are being supplied with kits including a barrel and Prohibition newspapers as part of the first UK on-trade campaign for American whiskey Hudson.
The Hudson City Kit aims to build awareness of the brand and introduce bartenders to Hudson’s Baby Bourbon, Four Grain and Manhattan Rye variants and develop Hudson into their “bourbon of choice”.
The Hudson brand team is encouraging them to experiment with the spirit using the kits which include a three-litre barrel, a barrel-ageing cocktail kit, water droppers and Prohibition-era newspapers.
They also feature Basement Bitters and Tuthilltown bourbon barrel-matured maple syrup which are produced at the same Tuthilltown Spirits Distillery as Hudson whiskeys in upstate New York.
The kits have been distributed to bars in London, Manchester, Edinburgh and Glasgow, delivered by European brand ambassador Tony Vanaria. Bartenders are given background information on Hudson and helped to set the kits up to begin creating their own range of serves.
The activity has been introduced by William Grant & Sons after a successful year of new listings in the UK through distributor First Drinks.
Jonathan Cornthwaite, brand manager for Hudson at First Drinks, said: “Hudson is an exceptional whiskey with a rich story. We have spent years working with the brand team in America and bartenders in New York and feel now’s the time to provide a platform to showcase Hudson in the UK.
“The new campaign will boost brand awareness and encourage bartenders to experiment with the brand – to serve it their way. We are looking forward to seeing what the bar teams come up with and how consumers engage with it.”
Participating bars and restaurants include Mash London, Jackson & Rye and Rev JW Simpson in London, Neighbourhood, Trof and Red’s True Barbecue in Manchester, NYC Bar & Grill, Kelvingrove Café and The Round in Glasgow, and The Last Word, The Devil’s Advocate and Bond No 9 in Edinburgh.
Hudson whiskey, produced at America’s first legal distillery in New York since Prohibition ended, has seen huge popularity with bartenders throughout the US and has witnessed a significant grow in demand since its initial launch in the UK last year.
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