Buffalo Trace Distillery Sets Tourism Record

Posted on January 25, 2022 by Joel Whitaker

More than 340,000 guests visited Buffalo Trace Distillery in 2021. This is a 134% increase in the number of visitors it welcomed in 2020 amid the COVID-19 pandemic, and a 16% increase in the number of visitors it welcomed in 2019. Since 2010, visitation to Buffalo Trace has increased by 556%.

The Distillery completed a massive expansion of its Visitor Center in 2020 during the onset of the pandemic. The Visitor Center triples the size of the previous Visitor Center and conveniently allows for easier social distancing and provides ample space and comfort for guests exploring the Gift Shop or tasting in the new expansive tasting rooms. But with visitation continuing to grow at pre-pandemic rates, the Distillery is making further adjustments.

To further accommodate the increasing number of guests as they arrive to the Distillery, Buffalo Trace is renovating its historical Freehouse, located in the visitor parking lot into a full welcome center. Over the past year, this space has served as the visitor COVID health and safety check-in. The renovations, which are anticipated to be completed by mid-February, will allow the Distillery to check-in visitors for all activities within the same space by early March.

The building will retain its historically significant design features and be updated to support the modern needs of visitors, including reservation check-in and WiFi. Plans also include updated landscaping and murals for photo opportunities for arriving visitors.

“We are thankful that, despite the challenges the last couple of years have brought, our fans continue to feel comfortable at the Distillery and are traveling from all over to visit us,” Director of Homeplace Development Meredith Moody said. “We look forward to incorporating our new Welcome Center into our visitor operations in the coming months and are excited to welcome even more guests throughout the year.”

Visitation to the Distillery isn’t the only thing growing. Buffalo Trace is continuing to produce even more bourbon, and is making significant progress on its ongoing $1.2 billion distillery expansion to increase production for future bourbon demand.

“Whether virtually or in person, we love sharing our rich history and award-winning products with our guests,” Moody said. “We are continually working to better accommodate our growing number of visitors and are excited to see what 2022 brings.”

Tours of Buffalo Trace Distillery remain complimentary. In order to better accommodate social distancing, the Distillery is limiting tour group sizes and accepts tour visitors by reservation only. As the number of guests visiting the Distillery has increased, Buffalo Trace has accordingly increased the number of tours and tastings offered, though tours continue to book quickly, the distillery said.

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Clase Azul Unveils New Brand Identity

Posted on January 25, 2022 by Joel Whitaker

Formerly known as Clase Azul Spirits, effective Jan. 25, 2022, the brand is now known as Clase Azul Mexico.

“As a fully Mexican-owned and operated brand, ‘Clase Azul Mexico’ represents our origin and who we are,” explained founder/CEO Arturo Lomelí. ”We will continue to offer the highest quality tequila and mezcal but look forward to introducing new ways of expressing our Mexican heritage.”

“We are honored at the opportunity to expand the world of Clase Azul by offering new experiences and products, beyond our tequila and mezcal,” explained President Juan Sanchez. “Our efforts will continue to resonate with our purpose of sharing the magic of Mexican culture,” he continued.

Lead by Clase Azul Creative Director Miguel Hernandez, the rebranding includes a new logo, product packaging design, website, and digital assets. Due to the scope and impact of the rebrand, the new identity will be unveiled in different stages throughout the year, beginning with digital channels, followed by Clase Azul brand homes, current product Icons, and other to-be-announced brand offerings.

“One of the most prominent changes will be the evolution of our brand logo,” explained Hernandez.  “Until now, the agave insignia has been an accurate representation of our involvement in the world of tequila and mezcal. As we transform into much more than a spirits brand, we are adopting a new emblem that offers a timeless view of a bright future full of possibilities.”

In 2021, Clase Azul began offering visitors to Los Cabos, Mexico, a rich and unique tasting and culinary experience, A Taste of Culture, where guests are invited to embark on a mystical journey through the world of Clase Azul. Other projects in the works include: The Clase Azul Loft, an experiential space in Dumbo, Brooklyn; an experiential space in San Miguel de Allende, Mexico; and a distillery and visitor’s center in Jalisco, Mexico.

The company was founded in 1997 in Guadalajara, Jalisco by Lomeli, who began his journey in the spirits industry at an early age. Determined to create a product as exquisite as the land it comes from, Lomeli’s dedication to Mexican culture has made Clase Azul one of the leaders in the spirits and luxury categories worldwide. Clase Azul continues to pursue its mission of sharing Mexico’s exquisite traditions with the world and is now present in more than fifty countries—including Mexico, the United States, Canada, Europe, the UK, South Korea, and Australia.

The company, which is grounded in artisanal craftsmanship, supports Mexico’s artisanal community through Fundación con Causa Azul, a foundation which provides education and resources for underfunded, yet passionate artisans. In addition, Clase Azul has been awarded the “Great Place to Work” certification several years in a row and is a recipient of the Positive Luxury organization’s “Butterfly Mark,” a certificate that highlights luxury brands that are committed to having a positive impact on nature and society.

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Uncle Nearest Debuts Its Own Whiskey

Posted on January 25, 2022 by Joel Whitaker

For the first time, Uncle Nearest Premium Whiskey being released this year was produced by Nearest Green Distillery, Fawn Weaver, founder/CEO, said.

“Since the inception of our brand, everything in our bottles was blended to perfection by our master blender, Victoria Eady Butler, but the whiskey was sourced. Our own whiskey began fully maturing last year, and what we have in our bottles now is what we believe is the best whiskey we’ve ever released,” Weaver said. “Some call Uncle Nearest a straight bourbon whiskey, some call us straight Tennessee Whiskey. We don’t care, as our whiskey meets the legal requirement of both distinctions. What we do care is that you call us super-premium whiskey as that is what our namesake made, and it is what our team and partners have been working nonstop to make each and every day.”

Among the greatest change to the new packaging is the replacement of the sketch of the property where Nearest originally distilled by the insignia of Nearest Green Distillery, which boasts a dram of whiskey encased by a horseshoe, signifying its iron Tennessee roots. Victoria Eady Butler, fifth-generation Nearest Green descendant, who has been named Master Blender of the Year by Whisky Magazine, VinePair, and The Spirits Business, has also added a note and her signature to the front of every newly released bottle.

“Our first-generation Uncle Nearest bottles shared the history of my great-great-grandfather and his significance to the Tennessee Whiskey coming out of the hills and hollows around Lynchburg,” said Eady Butler. “Our new generation of bottles reflect the future of our brand and our Shelbyville distillery being what cements his legacy for my family and every future generation of whiskey lovers. This is 160 years in the making and damn it if we didn’t figure out how to perfect it! Nearest has always deserved this.”

Last week, the company revealed via social media plans to turn all their original bottles into collector’s items, encouraging buyers to “clear the shelves” of the “prelude” Uncle Nearest bottles and make way for the new editions.

“The packaging we used since our inception is no more as of 2022,” said Katharine Jerkens, chief business officer. “If you walk into any retail store from coast to coast, you will notice something familiar – empty Uncle Nearest shelves. We waited for our Whiskey Family to completely sell us out, and now we are restocking with the bottles that will permanently cement the legacy of Nearest Green, the world’s first known African American master distiller.”

The seven bottles in the 2022 whiskey slate will first be released at the 323-acre Nearest Green Distillery in Shelbyville, Tenn., with 1884 Small Batch Whiskey debuting last weekend and cases now shipping to markets across the country. In December 2021, the company released the first new bottles of its Master Blend Edition whiskey exclusively at the distillery, which has already been met with rave reviews from both critics and consumers.

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Barenberg Upgrades Brown-Forman to Buy

Posted on January 25, 2022 by Joel Whitaker

In a note to clients, Barenberg Beverages noted that Brown-Forman has “suffered from severe external headwinds over the past four years.”  But things are looking up for the Louisville distiller, Barenberg said, citing distributors sitting on historically low inventory levels and the withdrawal of EU tariffs, which should boost gross margins.

Brown-Forman’s management believes the EU tariffs had a combined impact of $70 million on gross margin.  “The termination of these tariffs, together with a stabilization of agave and wood inflation, and a replenishment of distributor stocks, will kickstart a strong gross margin recovery in 2022,” Barenberg said.

The combination of tariffs, agave, and wood inflation (all affecting gross margins) and a more difficult growth trajectory for its domestic U.S. whiskey business (Jack Daniel’s in the US) has eroded much of Brown-Forman’s traditional premium valuation, creating an attractive entry point, Barenberg said.

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Chivas Unveils Biggest Packaging Redesign in 112 Years

Posted on January 25, 2022 by Joel Whitaker

Currently shipping to markets across the US, the redesign sees the iconic Chivas 12 bottle reshaped and elongated to stand taller and prouder while still retaining its recognizable rounded shoulders. While updated, its crest still boasts the ‘luckenbooth,’ a symbol embodying the Chivas values of ambition, generosity, and unapologetic success, and shines a light on the beating heart of the brand. The striking new look blends boldness, modernity, and status, while still flexing the luxury and distinguished heritage long associated with Chivas.

The outer box has undergone a complete renewal as well, with a vibrant burgundy replacing the familiar silver and gold tones as the principal color-scheme. The package retains the intricate detailing and textured finish loved by Chivas fans worldwide.

And while the previous packaging remains iconic to drinkers across the globe, Chivas’ redesign welcomes new drinkers to explore the world of Chivas. Inspired by the aesthetics of a new, style-conscious generation of Scotch whisky drinkers who are reforming and re-evaluating what luxury looks like, the brand hopes Chivas’ new packaging will ignite the same passion for the brand as its prior iteration.

“We are so excited to release a design that speaks the language of a new, fresh generation of Chivas drinkers, yet still resonates with established enthusiasts, too,” said Melissa Linehan, vp-commercial marketing, Pernod Ricard USA. “We have taken a bold-yet-meticulous approach with every aspect of this redesign, and we know our new, taller Chivas bottle will stand out proudly behind thousands of bars and clubs across the US.” 

In addition to being stylish, the entire redesign project was conceived with sustainability at its heart as part of parent company Chivas Brothers’ 2025 target of 100% recyclable, reusable, compostable or bio-based packaging. The new bottle is lighter, saving over 1000 tons of glass annually, while the outer packaging is now made from fully recyclable materials. The whisky in each bottle remains the same renowned smooth, rich, and generous Chivas 12 blend. “I’m particularly proud of the central role sustainability has played in reconceptualising Chivas 12 for a new generation,” Blacknell stated. “With this redesign, we have once again reinforced our belief that sustainable luxury is not an oxymoron.”

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Who & What —

Posted on January 25, 2022 by Joel Whitaker

Alcohol & Tobacco Tax & Trade Bureau names Anthony Gledhill, currently Chief Counsel, assistant administrator for permitting and taxation.  He succeeds Dan Riordan who is retiring Jan. 28.

Brown-Forman Corp. elects Jan Singer, most recently CEO of J. Crew, to its board of directors.

Broken Barrel Whiskey Co. taps Ro-Bro Marketing & PR, Inc., to handle its public relations.

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