FOR RELEASE: July 23, 2012
IMAGES: See directions at end of release.
HEAVEN HILL DISTILLERIES ANNOUNCES THE LAUNCH OF LARCENY KENTUCKY
STRAIGHT BOURBON WHISKEY
New Wheated Super Premium Bourbon Celebrates the “Taste Made Famous By An
Infamous Act”
BARDSTOWN, KY—Heaven Hill Distilleries, Inc., the country’s largest
independent family-owned and operated spirits producer and marketer,
announces the initial launch of Larceny Kentucky Straight Bourbon Whiskey
into 12 markets in September 2012. A super-premium 92 proof Bourbon,
Larceny is the heir to the wheated Bourbons that make up the historic Old
Fitzgerald franchise that Heaven Hill acquired in 1999. In fact, it is the
somewhat controversial history of John E. Fitzgerald and his eponymous
Bourbon brand that provides the story, and name, to Larceny Bourbon, the
latest new label from the venerated distillery that produces Evan Williams
and Elijah Craig Bourbons and Rittenhouse Rye.
Larceny Bourbon continues the Old Fitzgerald tradition of using wheat in
place of rye as the third or “small” grain in the whiskey’s grain recipe, or
mashbill as it is commonly known. The use of winter wheat replaces the
spicier, fruitier flavor notes that rye provides with a softer, rounder character
that is the hallmark of Old Fitzgerald and other “wheated” Bourbons such as Maker’s Mark and
the Van Winkle line.
It is actually the story of the Old Fitzgerald brand, made famous by the late Julian “Pappy” Van
Winkle Sr., that forms the historical basis for Larceny Bourbon. According to industry lore, John
E. Fitzgerald had founded his distillery in Frankfort , KY shortly after the Civil War ended, making
his Bourbon available only to steamship lines, rail lines and private clubs. This story was
furthered by S.C Herbst, who owned the “Old Fitz” brand from the 1880’s through Prohibition, and
“Pappy” Van Winkle, who purchased the brand during Prohibition and made it his signature label.
However, it was revealed by Pappy’s granddaughter, Sally Van Winkle Campbell, in her 1999
book But Always Fine Bourbon—Pappy Van Winkle and the Story of Old Fitzgerald, that in fact
John E. Fitzgerald was not a famous distiller at all. He was in reality a treasury agent who used
his keys to the warehouses to pilfer Bourbon from the finest barrels. His discerning palate led
those barrels to which he chose to help himself being referred to as “Fitzgerald barrels”.
Now Heaven Hill has launched Larceny, whose tagline—“A taste made famous by an infamous
act”—sets history straight.
For 2012, Larceny will be available in the 1.75 liter, 1 liter, 750ml and 50ml sizes in California,
Colorado, Georgia, Illinois, Kentucky, Massachusetts, Missouri, North Carolina, New York, South
Carolina, Texas and Virginia. At an average national retail price of $24.99 for the 750ml size,
Larceny is a true small batch Bourbon produced from dumps of 100 or fewer barrels that have
been selected from the 4th, 5th and 6th floors of Heaven Hill’s open rick warehouses in Nelson
County, Kentucky. Larceny is drawn from barrels that have aged from 6 to 12 years at this high
storage, and is bottled at a full-bodied 92 proof, or 46% alcohol by volume.
All barrels of Larceny, just like all other barrels of Bourbon, rye, wheat and corn whiskey from
Heaven Hill, are produced under the skilled hand and watchful eye of 6th and 7th generation father
and son Master Distillers Parker and Craig Beam . The last special release of wheated Bourbon
from Heaven Hill, the sold out 2010 edition of the ultra-premium Parker’s Heritage Collection, is
one of the most highly regarded and sought out bottlings in Heaven Hill’s 75 years of distilling.
Larceny Kentucky Straight Bourbon will be introduced in a striking and attractive package,
featuring a proprietary pinched waist flask shaped bottle and a contemporary but classic label.
Utilizing a skeleton key as its symbolic logo element, which supports not only the brand story but
also pays homage to the iconic key logo and tagline of Old Fitzgerald (“Your Key to Hospitality”),
the face label of Larceny features a die cut keyhole through which a skeleton key printed on the
back label can be seen, as well as prominent emphasis on the brand name, the Fitzgerald legacy
and history, the 92 proof designation and the small batch statement. The cork closure has a
shrink wrapped tamper-evident seal which also carries the skeleton key icon.
Larceny’s high quality brand attributes and edgy design will appeal to the brand’s primary target
audience, 30-50 year old male consumers with refined taste and an appreciation for heritage and
tradition. The brand will be available at both fine retail spirits accounts and at on-premise
establishments that cater to the Bourbon and whiskey connoisseur. A full range of retail POS
items, from attractive floor and shelf displays for retailers, to bottle glorifiers and premium items
for bars and restaurants, will be made available, all branded with the Larceny logo, skeleton key
icon and tagline “A taste made famous by an infamous act”.
For Heaven Hill, the holder of the world’s second largest inventory of Bourbon and producers of
the nation’s and the world’s second largest selling Bourbon brand, Evan Williams, the launch of
Larceny “gives the company a new, viable volume entrant in the growing premium price segment,
and gives us a go-to on premise brand,” according to Senior Brand Manager Susan Wahl.
“Larceny combines an authentic brand history and intriguing story with outstanding, extra aged
wheated Bourbon, making for a very attractive alternative for the more sophisticated American
Whiskey consumer. And they will have the opportunity to hear about Larceny from some of the
foremost whiskey writers in the world, and see it advertised in top specialty whiskey media.”
Larceny will be making its trade debut later this month at the annual Tales of the Cocktail event in
New Orleans, and will be featured heavily in trade, on line and social media, creating valuable
word of mouth among influencers.
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.
-30CONTACT:
Larry Kass
Director of Corporate Communications
Heaven Hill Distilleries, Inc.
(502) 413-0220
[email protected]
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