Thursday, March 7, 2013
New Barrel Proof Elijah Craig 12-Year-Old
According to the company, this release takes advantage of both the surging popularity of high end bourbon and American whiskey, and the trend toward high proof or barrel strength bottlings. It also leverages the critical acclaim for Elijah Craig Bourbon and the high regard with which critics and aficionados hold the brand.
The new Elijah Craig Barrel Proof Small Batch release will begin shipping next week. Quantities are limited. The suggested retail price is $39.99. Proof of the initial release will be 134.2° ( 67.1% alcohol/volume). The 12-year-old age statement has moved to the back label to make room for 'Barrel Proof' on the front.
In addition, the release will forgo traditional chill-filtering, meaning all the natural esters and taste components from the barrel are preserved, giving the bourbon a particularly rich flavor and mouthfeel.
The new release will be offered in the traditional, distinctive Elijah Craig flask-style 750ml bottle, with the familiar oversize cork stopper and Elijah Craig signature blown into the front of the glass. It will carry a dark brown version of the cartouche-style Elijah Craig label, with 'Barrel Proof' highlighted in red and hand written proof/alcohol by volume information, which will vary from one dump to the next.
“With the current unprecedented popularity of American whiskeys in general, and high end bourbon releases in particular, we feel that this release of Elijah Craig Barrel Proof is poised for great critical acclaim and sales success,” noted Heaven Hill Senior Brand Manager Susan Wahl. “It hits all the right sweet spots for today’s ultra-premium Bourbon consumer—barrel proof, 12 years of aging in open rick warehouses, non-chill filtered, and very small dumps of barrels. This barrel proof bottling, and the recent 20 year old Single Barrel bottling, have taken the Elijah Craig range to unprecedented levels of demand and stature.”