Heaven Hill Launches Trybox Series of New Make American Whiskey
Renowned distiller introduces New Make Bourbon and Rye, other American Whiskey varieties to follow
BARDSTOWN, KY — Heaven Hill Distilleries, Inc., the nation’s largest independent family-owned and operated spirits producer and marketer, announces the first two releases of the Trybox Series of New Make Whiskeys. The new Trybox Series, named after the copper and glass “tasting station” where new make whiskey flows off the still, offers up several styles of Heaven Hill’s world famous American Whiskeys. Each is taken straight off the still, before aging in a charred oak barrel—the same way legendary father and son Master Distillers Parker and Craig Beam taste-test them.
The first two releases in the series, available at retail starting in May, will be New Make, which if barrel aged would become a Straight Bourbon such as Evan Williams Single Barrel Vintage; and Rye New Make, which if aged would become Rittenhouse Straight Rye. Future plans call for the release of other varieties of American Straight Whiskey as new make, as Heaven Hill Distilleries is the only American Whiskey producer that distills Bourbon, Rye, Corn and Wheat Whiskeys.
The Trybox Series is available in a 750ml bottle size, packaged three to a case, and is bottled at the full traditional barrel entry proof of 125, or 62.5% alcohol/volume. The suggested national average retail price will be $24.99, and it will launch in most markets across the country. The Trybox Series is offered in an upscale package, contemporary yet with elements that are based on traditional distillery sample bottles. The labels detail the “Main” and “Secondary” grains used in that particular whiskey, and subtle color changes differentiate each whiskey style. All the bottlings will utilize a rich, metallic copper cap, hearkening back to the copper stills so important for American Whiskey distillation.
New make whiskey, traditionally referred to by distillers as “White Dog”, is American whiskey in its most raw and elemental form. It is a very different sensory experience than barrel aged whiskey, offering up grainier and sharper aromas and flavor notes. Cutting edge mixologists today are discovering new uses for new make whiskey as a unique and appealing cocktail base.
The New Make uses the same grain recipe, or mashbill, as nearly all of Heaven Hill’s award winning Bourbons, including Evan Williams and Elijah Craig. By law, Bourbon must contain a minimum of 51% corn in the mashbill, traditionally combined with malted barley and either rye or wheat. Heaven Hill’s Bourbon formula, however, and most of the other larger distilleries, has always contained a much higher percentage of corn than the legal minimum. Heaven Hill also uses one of the highest percentages of malted barley in the industry, despite the fact that it is the costliest grain in the process, because it not only aids in fermentation conversion but it also adds a distinctive earthy sweetness to the distillate. The Rye New Make utilizes the traditional Heaven Hill rye mashbill , the same that is used to produce world-renowned Rittenhouse Rye. The Rye New Make adds an element of spicy, sharp fruitiness to the taste.
“We believe our reputation and the breadth of our American Whiskey offerings will make the Trybox Series an important addition to the national whiskey scene,” commented Susan Wahl, Brand Manager for the whiskey portfolio at Heaven Hill. “The ability to offer not only a classic new make Bourbon formula, but also a Rye, Wheat and Corn Whiskey new make will make this a significant extension of the current available whiskey offerings, and highly desirable to enterprising mixologists and whiskey connoisseurs.”
Founded in 1934, Bardstown, KY-based Heaven Hill Distilleries, Inc. (www.heavenhill.com) is the nation’s largest independent, family-owned and operated spirits producer and marketer and the world’s second-largest holder of Kentucky Bourbon. Heaven Hill’s diversified portfolio of brands includes The Christian Brothers Brandies; Evan Williams and Elijah Craig Kentucky Straight Bourbon Whiskeys; Burnett’s Vodkas and Gin; Hpnotiq Liqueur; PAMA Pomegranate Liqueur; Lunazul and Two Fingers Tequilas, and Dubonnet Aperitif.
Director of Corporate Communications
Heaven Hill Distilleries, Inc.