Issue link: https://digital.copcomm.com/i/97133
Some Kiler Licks This is the time of year for cocktails brimming with cozy holiday lavors and garnished with some innovation. So for customers who want a lavored spirit that boasts a taste of the season and something adventurous these holidays, reach for lavored bourbon. Independent Distillers just released two tasty front runners, Killer Bee and Hot Licks, which showcase high-quality bourbon enhanced by natural lavors of honey and cinnamon, respectively. Tracking the boom of lavored vodka throughout the past several years, Independent Distillers is playing off this category trend in an edgy and fresh way by marrying desirable and adaptable lavors with bourbon���s complexity and rich proile. ���We���ve seen a signiicant switch to brown spirits over the last few years,��� says Peter Heyworth, Vice President of Marketing at Independent Distillers, ���and we think that lavored bourbon is an opportunity to have fun with that category and appeal to a wide range of consumers.��� As consumers make this switch to brown spirits, these edgy yet not-too-serious lavored bourbons are the perfect segue into the realm of whiskey. ���Many people have never tried bourbon because it can be a little bit of an intimidating spirit,��� continues Peter, ���but these products are an easy introduction and a fun way to open up a new category to people.��� Serve up a Killer Manhattan featuring Killer Bee in place of regular bourbon to bring out the sweeter side of this classic favorite. Or the Lickety Split���Hot Licks and apple schnapps���is an easy concoction for the athome mixologist that combines the inviting cinnamon and apple lavors that are so popular this time of year. Yes, Independent Distillers produces high-quality and versatile products. But what really sets them apart from other brands is their ability to relate to consumers in a fun, fresh and engaging way, while not taking themselves too seriously. After all, isn���t that what this season is all about? ���Megan Wieczorek 1 12 / the tasting panel / december 2012