The spirits industry is constantly evolving, with new brands and products emerging all the time. Three of the latest launches in this exciting market are Redwood Empire Whiskey’s second allocation of cask strength expressions, PATRÓN Tequila’s global partnership with Formula One’s Oracle Red Bull Racing team, and Basil Hayden’s debut as the official American whiskey of the MICHELIN Guide U.S.
One trend that stands out among these launches is the emphasis on partnerships. PATRÓN Tequila, for example, has become the first-ever official global spirits partner of Oracle Red Bull Racing, while Basil Hayden has teamed up with the prestigious MICHELIN Guide. Such collaborations can be a powerful marketing tool for premium drinks and spirits brands, enabling them to leverage the prestige and reach of their partners to increase their own brand awareness and appeal.
Redwood Empire Whiskey’s second allocation of cask strength expressions has also garnered attention, thanks to its unique taste and quality. Straight from the barrel and uncut and unfiltered, these whiskeys have been highly praised by both the press and consumers, receiving awards from L.A. Spirits Awards and Tag Global Spirits Awards, as well as notable ratings of at least 91 points from both Whisky Advocate and The Tasting Panel.
Basil Hayden, known for its approachable yet refined recipe, is redefining traditional bourbon tropes and has partnered with the MICHELIN Guide to showcase refined culinary and spirits experiences. The partnership aims to bring MICHELIN-level events to consumers and show how sophistication and quality can be enjoyed by all. An immersive “tasting garden” that will travel to popular food festivals across the U.S. is one of the most anticipated events, featuring a diner-inspired exterior that gives way to a surprise high-end cocktail bar where attendees of legal purchase age or older will enjoy Basil Hayden craft cocktails paired with MICHELIN-inspired small bites.
Overall, these new launches demonstrate the spirits industry’s continuing evolution and creativity, with an emphasis on partnerships, quality, and unique experiences. Whether it’s through cask strength whiskeys, global partnerships, or refined culinary and spirits events, these brands are providing new and exciting ways for connoisseurs and enthusiasts to enjoy their favorite drinks.
Redwood Empire Whiskey Announces Second Release of Cask Strength Expressions
Redwood Empire Whiskey, a distinct California whiskey made and aged in the ancient forests of the Redwood Empire, doubles down with its second allocation of cask strength whiskey. Following the overwhelming success of the inaugural release in October 2022, the brand has increased its volumes of uncut and unfiltered expressions.
These limited-edition, straight-from-the-barrel cask strength offerings have been highly praised by both the press and consumers. In just seven months, each of Redwood Empire’s cask strength whiskeys have received awards from L.A. Spirits Awards and Tag Global Spirits Awards, as well as notable ratings of at least 91 points from both Whisky Advocate and The Tasting Panel.
PATRÓN TEQUILA ANNOUNCES GLOBAL PARTNERSHIP WITH FORMULA ONE’S FIVE-TIME WORLD CHAMPION RACING TEAM
PATRÓN Tequila, the world’s No. 1 super-premium tequila, announced its official partnership with the No. 1 racing team. The relationship comes as Bacardi, the world’s largest privately held spirits company, connects its family of brands with the Oracle Red Bull Racing family. With PATRÓN Tequila at the helm, the Bacardi family of brands, among the likes of BACARDÍ Rum, GREY GOOSE Vodka and BOMBAY SAPPHIRE Gin, are the first-ever official global spirits partner of the Oracle Red Bull Racing team.
Oracle Red Bull Racing, who hold multiple Constructors’ and Drivers’ world titles and more than 80 race wins to its credit, are continuing to lead the pack on the track and with the pursuit of ultimate performance. Just as PATRÓN goes to extraordinary lengths to deliver perfection in every drop of its 100% naturally perfect tequila, Oracle Red Bull Racing displays the same tireless dedication to perfection-from the drivers to the crews to the passionate fans who live for the sport and team.
Over the weekend, PATRÓN kicked off this exciting relationship with Oracle Red Bull Racing at the Miami Grand Prix, sharing the news during the PATRÓN Pit Stop experience on Cinco de Mayo. The PATRÓN Pit Stop featured a showstopping performance from global superstar Becky G, who introduced Oracle Red Bull Racing principal and CEO, Christian Horner, and Perez as they surprised guests attending the exclusive party with a video from the duo announcing the partnership. Guests toasted the announcement with flutes of PATRÓN EL ALTO as they celebrated the night away along the iconic Miami waterfront. Later in the weekend, the festivities continued as PATRÓN and numerous influencers in the world of F1 came together to toast a simply perfect weekend and win at the official Oracle Red Bull Racing after party in Wynwood.
Basil Hayden debuts as official American whiskey of the MICHELIN Guide U.S.
Basil Hayden continues to shine a light on what bourbon can be by becoming the official American whiskey of the MICHELIN Guide U.S. Built on shared values of elevated standards of excellence, the two brands will showcase refined culinary and spirits with a partnership that invites consumers to unlock MICHELIN Guide-worthy experiences.
The partnership with the MICHELIN Guide is the latest example of how Basil Hayden redefines traditional bourbon tropes with their approachable yet refined recipe. Crafted in 1992 by Booker Noe as part of the Small Batch collection, Basil Hayden introduced a more subtle side of bourbon compared to its counterparts, offering cocktail devotees an unexpected, whiskey aperitif opportunity.
“Consumers seek out MICHELIN and Basil Hayden for similar reasons: They want an elevated experience,” said Cara Cornelius, vice president of food and travel experiences for MICHELIN Americas. “We know, however, people sometimes assume these experiences are out of reach, kept behind an expensive bill or impossible reservations. Our goal for this new partnership is to bring MICHELIN-level events to the consumer and show how sophistication and quality can be enjoyed by all.”
One of the most anticipated events is an immersive “tasting garden” that will travel to popular food festivals across the U.S. Kicking off this June, the co-branded footprint will feature a diner-inspired exterior that gives way to a surprise, high-end cocktail bar where attendees of legal purchase age or older will enjoy Basil Hayden craft cocktails paired with MICHELIN-inspired small bites. Designed as an inclusive entry point into the world of Basil Hayden and the MICHELIN Guide, attendees will depart having discovered perfect pairings and new occasions for bourbon.
In addition to the pop-ups, Basil Hayden will serve as an official partner of the 2023 MICHELIN Guide ceremonies and will present the MICHELIN Exceptional Cocktails Award. The partnership will also include a suite of initiatives, including a sweepstakes where a lucky winner will get to experience a MICHELIN Star weekend – inclusive of fine dining and luxury accommodations.