Rabbit Hole Distillery - Rebrands and Launches New Whiskey

Sooner or later some bunny had to do it – name all their whiskey products with Louisville local history. The distillery taking on this challenge is the recently completed Rabbit Hole Distillery located in downtown Louisville, Kentucky. Rabbit Hole has been distilling using their own recipe for many years but they just started making their own whiskey in their own rabbit hole in May of 2018.The new branding ties in with the launch of their newest whiskey Heigold Kentucky Straight Bourbon Whiskey.

Rabbit Hole Tweaks Naming Convention of Entire Whiskey Lineup

Michael Motamedi, chief marketing officer of Rabbit Hole said, “In early 2018, the buzz for Rabbit Hole really began building. At that time, we had already planned for the launch of Heigold and Kaveh had other new expressions in development. Knowing that the Rabbit Hole portfolio would continue to grow, we decided to give each of our spirits a distinctive name that evokes the ethos of Rabbit Hole. Now and moving forward, every product will have its own identity, while laddering up to the Rabbit Hole brand. Rest assured that although our whiskeys have new monikers, they’re all the very same liquid that’s been sipped and savored since we came on the scene.”

The Launch of Heigold Kentucky Straight Bourbon Whiskey

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Rabbit Hole is expanding its collection of spirits with the addition of Heigold Kentucky Straight Bourbon Whiskey a super-premium, high rye bourbon that rounds out the brand portfolio with four unique whiskeys. Heigold’s unique mash bill was developed by Rabbit Hole Founder and Distiller Kaveh Zamanian. This latest expression features a high concentration of malted grains with a mash bill of 70% corn, 5% malted barley and 25% malted rye.

Heigold goes into #3 wood-fired, toasted and charred new American Oak barrels at a low entry proof of 110. It’s then aged for just under four years and is not chill filtered to allow the whiskey to keep more of its natural flavor and texture for a true high rye bourbon. It’s then bottled at 95° proof.

Kaveh Zamanian said, “My mission has always been to bring thoughtful innovation to the spirits landscape. I call it ‘innovation with a lowercase i.’ So when it came to developing the recipe for Heigold, a process I started four years ago, I stepped away from the conventions of high rye bourbon to create a unique mash bill that features the highest quality malted rye imported from Germany. The rye is sourced from one of Europe’s most important regions for rye grains and it really comes through in the glass with a one-of-a-kind taste. I’m very proud of Heigold and look forward to sharing it with bourbon lovers and spirits enthusiasts across the country.”

Tasting notes provide by the company say it has a “Sweet nose that evokes toasted malt, Heigold brings forth creamy notes of butterscotch with bursts of citrus, and finishes with intriguing notes of pepper and spice.”

“As architecture, the Heigold House Facade is perhaps not an outstanding example of any particular style. Its importance is in its expression of one man’s patriotic feelings about his adopted country and the politics of the time in which he lived.”
~ National Register of Historic Places 1977

New Monikers on the Entire Rabbit Hole Lineup

In addition to Heigold, the Rabbit Hole portfolio features three core whiskeys that have been given proper names that reflect the Louisville influencers.

Rabbit Hole “Cavehill” Kentucky Straight Bourbon Whiskey
Cavehill is a four-grain, Straight Bourbon Whiskey that pays homage to the final resting place of generations of proud Louisville distillers. This expression builds on the legacy of bourbon’s greatest pioneers and sets a new standard for American whiskey.

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Rabbit Hole “Boxergrail” Kentucky Straight Rye Whiskey
Boxergrail is a straight rye whiskey inspired by the greatest boxer and Louisvillian of all-time. Bold and unexpected, this rye echoes his uncompromising spirit and sense of refinement, characteristics befitting of a champion. And connecting the dots a bit further The Greatest – Muhammad Ali is buried in Cave Hill Cemetery.

Rabbit Hole “Dareringer” Straight Bourbon Whiskey Finished in PX Sherry Casks
Rabbit Hole’s Sherry Cask Finished Bourbon is named for Kaveh’s wife, Heather, the muse behind the brand. A Louisville native and bourbon enthusiast, she lured Kaveh away from his beloved Scotch and down a rabbit hole he may have never dared alone. Dareringer celebrates her sweetness, charm and elegance.

Rabbit Hole’s new Heigold High Rye Straight Bourbon Whiskey will be a full-time addition to the Rabbit Hole collection of American whiskies. Heigold will debut at on and off-premise locations beginning in late September and will sell for a suggested retail price of $69.99 per 750 mL bottle.

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Heigold High Rye Straight Bourbon Whiskey

Rabbit Hole Distilling - Heigold Kentucky Straight Bourbon Whiskey
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The Heigold House Facade photo courtesy of Brent Moore.

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