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L exington Bourbon, the newest spirit introduced to the national market by Bowling Green, KY���based Western Spirits, is a new contender in the increasingly competitive bourbon spirits stakes. However, early sales triumphs and critical acclaim reveal that the odds are in Lexington���s favor for it to emerge as a sure bet for retailers and on-premise accounts courting its bourbon connoisseur clientele. In other words, Lexington Bourbon is truly an out-ofthe-gate success. Launched in August with great fanfare in Kentucky and making the rounds launching in markets through the rest of the U.S., this thoroughbred goes beyond riding on the appeal of Kentucky���s bourbonproduction legacy and horse racing. Deep aromas of aged oak with a hint of vanilla give it a clear sensory edge, while a balanced palate of spice and sweetness enable it to run smoothly alongside more established bourbon brands and boutique brown spirits. Adding to that momentum is the industry notoriety Western Spirits received for having its very irst bourbon spirit product receive a rating of 95 points from THE TASTING PANEL (Sept. 2012). A Winning Future While the winning recipe constituted of handpicked grains of rye, malted barley and corn as well as its aging methods are closely guarded secrets, Western Spirits wants their distribution and retail partners to know they are looking beyond its stellar debut toward the long game. With launch events and promotions in the Brad Williams runs the largest and the highest-volume liquor chain in Kentucky, Liquor Barn. When his store puts a bottle of whiskey on the shelf, it sells quickly. ���The bourbon category is on ���re right now,��� he says. Here, Williams stands behind his in-store display of Lexington. o the Races! by Elyse Glickman / photos by Fred Minnick NEWLY LAUNCHED ARTISANAL SPIRIT LEXINGTON BOURBON FLIES OUT OF THE GATE INTO ASTUTE RETAIL ACCOUNTS WITH FLOURISH AND GRACE planning stages, and early sales exceeding forecasts, the company���s next objective is to make their partners feel good about the future about the product. Western Spirits��� early marketing efforts relect that what goes into the bottle must mirror what���s on the outside, especially as the nostalgic feel of the label and the bottle themselves are generating great expectations with distributors and retailers. If reactions and results noted by early-adopter Kentucky retail accounts are any indication, Lexington Bourbon���s expansion through the rest of America has the potential to be a ride as smooth as the liquid inside the bottle. ���The bourbon category is on ire right now, and with the emergence of new higher-end and artisanal bourbons, the demand is there among consumers for new experiences,��� says Brad Williams, Director of Merchandising and Head Buyer of Louisville-based Liquor Barn. ���Our customers don���t just want Maker���s or Woodford. They also want to get their hands on Lexington Bourbon and other new things just hitting the shelves. Lexington stands out because of a distinct bottle shape that really pops out on the shelf in our bourbon sections. It also has a horse on the label, and what are people in Kentucky crazy about? They are crazy about december 2012 / the tasting panel / 97