September 14, 2021
Grain & Barrel Spirits has announced a long-term licensing agreement with Elvis Presley Enterprises to launch a pair of Elvis Presley-themed whiskeys. The new brand joins the company’s lineup, including Chicken Cock Whiskey, which the team resurrected to its Prohibition-era glory, Dixie Vodka, Virgil Kane Lowcountry Whiskey and the recently launched High Goal Luxury Gin.
Both expressions – rye and whiskey – were sourced and blended by a team of whiskey experts and bottled in Tennessee, where Elvis began his career and called home.
Elvis Rye is a 90 proof (45% ABV) straight Indiana rye, while Elvis Whiskey is a 90 proof (45% ABV), Tennessee straight whiskey.
“Given our expertise within premium whiskey, the Elvis expressions are a natural fit for Grain & Barrel Spirits,” says Matti Anttila, founder, Grain & Barrel Spirits. “Elvis was one of the most significant cultural icons of the 20th century and continues to inspire his fans today. We look forward to launching the brand, which is sure to be a highly sought-after collector’s item.”
Both expressions feature a photo of the “King of Rock ‘n’ Roll” in his prime and pay homage to two of the singer’s nicknames: The King (rye), and Tiger Man (whiskey). The labels, which were created by Alyson Design, also feature references to Presley, including his signature and the letters “TCB” printed on the neck of the bottle, referring to “Taking Care of Business,” a phrase that was the mantra for Elvis and his Memphis Mafia.
“We are incredibly pleased to join forces with Grain & Barrel Spirits, an industry-leading spirits innovator and a natural partner for the Elvis Presley brand,” says Marc Rosen, president, entertainment, Authentic Brands Group, which owns Elvis Presley Enterprises.
The Elvis whiskeys are now available for pre-order online and will roll out nationally this fall.
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