Multinational alcoholic beverage giant Diageo is launching a spectacular new American whiskey in the form of Whoop & Holler, a whiskey whose extraordinarily rich flavor stems partly from the fact that it is 28 years old.
Part of the Orphan Barrel collection, the Whoop & Holler whiskey comes in at 42 percent ABV (alcohol by volume) and is available for purchase in 750-ml bottles that are priced at $175. This particular whiskey uses an ingredient radio that includes 84 percent corn, eight percent rye and eight percent malted barley.
As far as flavoring notes are concerned, Diageo says that the Whoop & Holler whiskey features aromas of tobacco and kern with hints of fresh citrus peel and mellow honey. The taste itself has an oak-first character along with the heat of peppercorn and cloves and the bitter richness of dark chocolate.
Image Credit: Diageo
Why This Trend Is Growing
- Aging Whiskies
- Whiskey manufacturers must take advantage of the increasing demand for aged and vintage whiskies.
- Premium Spirits
- Premium spirits present unique opportunities for companies to provide exclusive experiences to consumers.
- Surge in Small-batch Distilleries
- Small, craft distilleries have exploded in popularity and provide a unique, artisanal approach to spirits production.
Industries Being Reshaped
- Alcohol Manufacturing
- The alcohol manufacturing industry must continue to invest in aging and production techniques to keep up with growing demand for premium spirits.
- Hospitality
- The hospitality industry can provide unique experiences and offerings for consumers looking for aged and exclusive spirits.
- Craft Distilling
- Small-batch distilleries present a significant competitive threat to traditional spirit producers, as consumers seek unique, specialized products.
