Lux Row Distillers Introduces Ezra Brooks 99, Insurgent 100 in 1.75L Bottles
Manufacturers broaden choices to fulfill growing shopper demand for premium and super-premium bourbons
St. LOUIS (June 8, 2022) – Lux Row Distillers – the Bardstown, Kentucky, house of the Ezra Brooks, Insurgent, Daviess County, David Nicholson and Blood Oath bourbon manufacturers – has added two SKUs to its repertoire of choices at retail. Starting in June, the distillery’s Ezra Brooks 99 and Insurgent 100 manufacturers will likely be out there in 1.75L bottles at a minimal advised retail value of $44.99 and $35.99, respectively.
Launched in early 2021, Ezra Brooks 99 is a pure, oak-barrel-aged Kentucky Straight Bourbon Whiskey elevated to 99 proof. Charcoal filtered for a clean, mellow end, Ezra Brooks 99 options the identical spicy, ryed-bourbon-mash-bill style as the unique Ezra Brooks, however with an enhanced taste profile delivered by the upper proof. Launched in 2019, Insurgent 100 is a clean wheated bourbon that gives the identical spherical physique and full taste of the unique Insurgent Bourbon however takes it a step additional by dialing up the proof to 100.
The extent of gross sales success loved by each Ezra Brooks 99 and Insurgent 100 is a key issue within the resolution made at Lux Row Distillers to broaden these model choices by together with each variants in 1.75L bottles.
“Since their respective launches in 2019 and 2021, Insurgent 100 and Ezra Brooks 99 have been very fashionable with our clients,” mentioned Eric Winter, whiskey model supervisor for Lux Row Distillers. “Our resolution to incorporate each manufacturers in 1.75L bottles is a mirrored image of their continued reputation, in addition to our ongoing effort to offer our clients what they’re on the lookout for.”
In response to analysis supplied by Mintel (supply: Lightspeed/Mintel – US Darkish Spirits Report, Nov. 2020), shoppers are in search of spirits they contemplate “premium,” as outlined by a mixture of superior style, heritage, value and awards gained, amongst different elements. This analysis is supported by current Nielsen market information (supply: Nielsen 52 wks 9L instances, week ending 1-1-2022), which signifies shopper motion away from worth manufacturers and towards extra premium choices.
“Over time Luxco has innovated inside the whiskey class to maintain up with the calls for of the altering shopper by introducing extra distinctive premium choices,” mentioned Luxco VP of Advertising Fletcher Buchman. “Over the previous 5 to seven years, the demand for – and progress of – the premium and super-premium bourbon classes proceed to develop, and we’re ready to develop together with it.”
About Luxco
Based in St. Louis in 1958 by the Lux Household, Luxco is a number one producer, provider, importer and bottler of beverage alcohol merchandise. Our mission is to fulfill the wants and exceed the expectations of shoppers, associates and enterprise companions. Merged with MGP Components, Inc. in 2021 (Nasdaq: MGPI), Luxco operates as MGP’s Manufacturers Division and manages all MGP/Luxco manufacturers. This in depth and award-winning spirits portfolio consists of well-known manufacturers from 5 distilleries: Bardstown, Kentucky-based Lux Row Distillers, house of Ezra Brooks, Insurgent, Blood Oath, David Nicholson and Daviess County; Lebanon, Kentucky-based Limestone Department Distillery, maker of Yellowstone Kentucky Straight Bourbon Whiskey, Minor Case Straight Rye Whiskey and Bowling & Burch Gin; Jalisco, Mexico-based Destiladora González Lux, producer of 100% agave tequilas, El Mayor, Exotico and Dos Primos; Ross & Squibb Distillery in Lawrenceburg, Indiana, the place the George Remus Straight Bourbon Whiskey and Rossville Union Straight Rye Whiskey are produced; and the Washington, D.C.-based Inexperienced Hat Distillery, producer of the Inexperienced Hat household of gins. The modern and high-quality model portfolio additionally consists of Everclear Grain Alcohol, Pearl Vodka, Saint Brendan’s Irish Cream, The Quiet Man Irish Whiskey and different well-recognized manufacturers. For extra details about the corporate and its manufacturers, go to luxco.com
