Valentine Distilling Shows How to Build Buzz Before Product Release

The Ferndale, Mich., craft distiller will release Mayor Pingree Black Label Bourbon during a ticketed event at the distillery.

Only 100 people will be able to get a free ticket to the event, and without the ticket attendees won’t be able to purchase a bottle of the exclusive Mayor Pingree Black Label Bourbon limited release for $89.99. This event will be the first location bottles will be available for purchase. A cash bar will also be available.

“The Black Label was created to provide whiskey fans with access to an experience that they can’t find easily in the marketplace. Valentine is a craft, micro-distillery, and we stay true to that philosophy by creating quality products that are ultra-rare. This is our opportunity to create an experience not regularly found on liquor shelves,” said Valentine. “It’s a passion project for our decorated distiller; he creates the bourbon that you can’t find as a consumer.”

Valentine Distilling Co. has released three award-winning Black Label bourbons prior to this current release including the 9 year, 10 year, and 11 year.

The Mayor Pingree Black Label Bourbon 7 Year release is a 118 proof, age-stated marriage of eight barrels from MGPI in Lawrenceburg, IN that yielded 1,012 bottles. The resulting blend is 45% 12-year 6-month, 24% 13-year 7-month, and 31% 7-year 2-month bourbon. Although the 7-year is less than one-third of the blend, the law mandates that Valentine call this a 7-year aged bourbon.

“We included the 7-year with this blend on purpose, because it made it better. We could have made a few more dollars leaving the 7-year out from a marketing and labeling perspective, but that’s not what we do,” said Rifino Valentine, founder and president of Valentine Distilling Co. “We create quality products.”

Following the exclusive release party, approximately 900 bottles will be distributed to store shelves. The Mayor Pingree Black Label Bourbon 7 Year will be available at select stores and restaurants in the markets that Valentine Distilling Co. serves.

This entry was posted in Distillery, Distillery News, Spirits and tagged . Bookmark the permalink.