Hercules Mulligan Rum & Rye (43% ABV/$38), formerly distributed only through direct-to-consumer Flaviar, launches on-premise in New York and plans to expand into additional markets. It’s being distributed by Empire.
Hercules Mulligan was created and launched during the COVID-19 pandemic on Nov. 25, 2019. The brand was able to leverage its DTC audience to receive feedback from its consumers, then tweak and improve based on its customers’ feedback. Once the product met its full potential, the company leveraged its consumer base to fuel a crowdfunding round, raising $750,00 in just three weeks.
Following its successful crowdfund, the brand is now able to expand beyond its direct-to-consumer offering and bring it to a wider audience in New York with plans for expansion into additional markets just around the corner.
Hercules Mulligan Rum & Rye was inspired by the man himself – a tailor, Irish immigrant, spy, and unsung hero of the American Revolution. It is a 50:50 blend of Caribbean aged rum and home-grown American rye whiskey inspired by the revolutionary era. Fresh, organic, ginger root is macerated in the rum and rye blend, and a splash of bitters is added, ensuring this liberating libation can be enjoyed on the rocks as a ready-made Irish Old Fashioned.
Steve Luttmann, a spirits industry veteran, teamed up with Grisa Soba, co-founder of Flaviar, and Mario Mazza of New York-based Five & 20 Distilling, master distiller for Hercules Mulligan Co.