French drinks giant Pernod Ricard has added super-premium bourbon brand Rabbit Hole to its drinks portfolio, MJ Rabbit is delighted to report.
Rabbit Hole, an award-winning range of Kentucky spirits, is particularly recognised for its iconic, state-of-the-art distillery in the heart of Louisville. The brand’s Straight Bourbon and Rye whiskeys are crafted with a mix of carefully selected grains, distilled in copper Vendome column stills and aged in native oak barrels by Louisville’s hot summers and cold winters.
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| Super-premium Rabbit Hole Whiskey |
The bourbon category is undergoing a renaissance, as new consumers discover its quality and versatility. Bourbon can be appreciated neat and has also recently earned its rightful place in modern mixology.
Pernod Ricard has signed an agreement to acquire a majority share of Rabbit Hole Whiskey, produced and based in Louisville, Kentucky. This transaction is expected to close shortly.
As was the case with previous successful partnerships such as Monkey 47 super premium gin, Smooth Ambler West Virginian whiskey and Del Maguey mezcal, Pernod Ricard is joining forces with a passionate entrepreneur, Kaveh Zamanian. The founder of Rabbit Hole left his day job as a clinical psychologist and psychoanalyst to fully dedicate himself to the art of crafting whiskey in the heart of Kentucky’s whiskey culture. As part of the strategic partnership, Kaveh is keeping the majority of his shares in Rabbit Hole and will continue to operate the company.
Fast-growing speciality brand
With this strategic partnership, Pernod Ricard expands its newly created portfolio of speciality brands, gathering smaller brands with unique and comprehensive value propositions and select distribution.
Alexandre Ricard, the dynamic CEO of Pernod Ricard, said: “This partnership is the perfect implementation of our long-term investment strategy to create sustainable value. Kaveh and I embrace the same entrepreneurial spirit. Rabbit Hole is a fast-growing brand, strongly rooted in its terroir and very well positioned in the high-end bourbon and Kentucky whiskey categories. We are excited to take the brand to the next stage of its very promising development.”
Kaveh Zamanian added: “Pernod Ricard and I share the same entrepreneurial values and our ethos and strategic visions are fully aligned. By leveraging Pernod Ricard’s extensive distribution network to reach new consumers, we are able to strengthen Rabbit Hole’s position as a brand and amplify its presence as a new voice in American Whiskey. In partnership with Pernod Ricard, Rabbit Hole is poised to reach new heights. I am very excited about this partnership and our future together.”
Let’s hop(e) Rabbit Hole can be purchased soon in travel retail.
