The Tasting Panel magazine

December 2012

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horses and bourbon. Having a painting of that iconic horse on the label has prompted the horse racing industry to get behind it, and that is surely going to help.��� Sarah Baker, Marketing Director of Bowling Green���based chain Chuck���s Liquors agrees that anything new, especially bourbon, is going to excite consumers and retailers alike. But factor in a major industry accolade such as THE TASTING PANEL���s high marks, and the motivation for retailers and distributors to get the message out is going to intensify. ���Bourbon has expanded by leaps and bounds throughout the world, and its appeal lies in the fact that historically even the newer products are rooted in tradition and generations of craftsmanship,��� states Baker. ���Consumers are loving it, from the great packaging to the great taste to an appealing price point [$29.99].��� ���The irst time the temperature breaks, people here in Kentucky start calling it ���bourbon season,������ says Randall Cochran, General Manager of Kentucky Operations for Chuck���s parent company, United Package Liquors. Cochran, who buys for all four Chuck���s locations, stocked up deep on Lexington for the coolweather and holiday season. ���Even before we had a display,��� he notes, ���we sold 36 six-case units in the irst week, just on word of mouth.��� A Singular Bourbon Baker also notes that for her Lexington Bourbon stands out because it is a stand-alone, singular bourbon in a market where other brands offer numerous expressions of their product, including lavor infusions, aging techniques and age statements. She mentions enthusiasm for something so one-of-a-kind is so high that Chuck���s is planning several tasting events with Lexington over the next couple of months, Displays of Lexington Bourbon at Chuck���s Liquors in some which will feature Bowling Green, KY. Retailers are stocking up for fall a spokesperson from the and winter holidays. company speakexplains Klay Kelley, with Marketing ing to consumers about the at Western Spirits. ���Given all of these bourbon and the reasons it natural alignments, we designed every is enjoying industry acclaim. element of our distinctive bourbon Inspired by one of bottle to convey the pedigree and the most successful the quality, from the clean shape to Thoroughbred horses accents like the wooden cork closure and sires of the later 19th century, the Lexington name and tax strip seal. The label���s graphics, conveying the strong historic imagery and the bourbon���s packof Lexington, add to the feel of age design were carefully excellence.��� thought out to ensure the Beyond Kentucky, the challenge will spirit would start a winbe continuing to expand Lexington ning run right out of the Bourbon���s distribution via strategic gate and attract as loyal a partnerships with different distributors following as its namesake. throughout the country, with the initial Western Spirits top brass focus on retail accounts. The game plan adds that though the brand for the coming year, in turn, will be to has a natural connection gain distribution not only in all of the to the horse and bourbon key markets on-premise, but also offindustries in Kentucky, premise. Western Spirits also has a plan Lexington���s appeal will in place to continue evaluating which extend far beyond the marketing strategies prompt different Bluegrass State���s borders. consumers to pick Lexington up off the ���Kentucky is centered shelf and to hone in on which elements around horses, especially of the product���s design or back story when you consider connect most with consumers in differLexington is home to the ent areas. legendary Keeneland With tradition, lavor and marketing Racetrack, and the sport Randall Cochran buys for all four Chuck���s Liquors savvy on its side, Lexington Bourbon is is associated with luxury, locations and has stocked up on Lexington for already a sure winner. tradition and Americana,��� Kentucky���s ���bourbon season.��� 98 / the tasting panel / december 2012

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