Have just spent the week in Bordeaux, France, attending Vinexpo, the world's largest wine trade show. Just so happens that a lot of spirits get sold here, too. Was able to spend some time with Max Shapira at Heaven Hill. We're going to be working on a little project together that I can't wait to share with y'all.
Max told me that there are multiple plans in the works to relaunch some of their older labels, as well as some new line extensions. When I asked for specifics, all he would do is smile and say, "soon". Funny...he said the same thing when I asked what the next Parker's Heritage would be.
Checked out a fancy booth done up like your typical U.S. bar, complete with sports memorabilia and a LOT of cowboy hats. Why the hats? Here's why:
I guess nothing says "America" like cowboys and Bourbon...so why not package the two? This is the brainchild of the Schwarze and Schlichte group out of Germany. They buy Bourbon in bulk, and bottle it in Germany. Turns out they've plans to introduce it to the states soon, too. You can read about it here.
It's 84 proof, and fairly light in taste. It's nothing that's going to lift the skirts of most of us, but might entice newcomers to the category. When pressed, they admitted that the spirit is being made for them by Heaven Hill.