Austin Spirits 9 Banded Whiskey

Austin Spirits' 9 Banded Whiskey

Austin Spirits' 9 Banded Whiskey

Category - Spirits, whiskey, North American, 45% abv

Available - From October

Location - Texas, off-trade

Price - SRP of US$29 per 75cl bottle

Distribution - To be confirmed

US craft spirits maker Austin Spirits is to launch a whiskey that seeks to capture the atmosphere of its namesake Texas city in the 1970s and 80s.

Named after the Texan nine-banded armadillo, 9 Banded Whiskey will debut during October's Austin City Limits Music Festival. It will initially be available in retail stores in Texas, with Austin Spirits saying it will later target growth through the sports and entertainment industries.

Austin Spirits is led by CEO Gary Cromwell, one of the founders of Deep Eddy Vodka

Show the press release

AUSTIN, Texas, May 19, 2014 /PRNewswire/ -- Austin Spirits announces the upcoming introduction of 9 Banded Whiskey, a new product that will be the premier Austin-based whiskey on the market. Led by CEO Gary Crowell, one of the original forces behind the wildly successful Deep Eddy Vodka, and partner Paul Groepler, who launched Austin-based Tequila Ambhar, Austin Spirits will debut 9 Banded Whiskey in October during the Austin City Limits Music Festival.

Crowell and his four partners Sean Foley, Paul Groepler, Whitney Kroenke, and Chris Ogden, see the opportunity in a liquor market where whiskey is one of the fastest growing categories and classic cocktails made with whiskey are making a comeback. Crowell says the distinctly Austin whiskey, branded and named after Texas's beloved nine-banded armadillo, will capture the classic Austin vibe of the 1970s and 80s.

"People are clamoring for more things authentically Austin," said Crowell. "Music venues like the once-iconic Armadillo World Headquarters embody the spirit of 9 Banded Whiskey. It will feel like a piece of Austin that's hard to come by anymore."

Austin locals and visitors will have their first chance to try 9 Banded Whiskey during ACL in October. Crowell added, "ACL attendees are our target demographic: folks who love Austin's vibrant scene and appreciate great music and great whiskey."

Once the product is firmly established in Texas, the company's growth strategy will focus on sports and entertainment industries. The partners have established ties to the University of Texas and Texas A&M, as well as numerous relationships to sports and entertainment organizations nationally.

Austin Spirits will begin scheduling tastings for 9 Banded Whiskey after September 1, 2014.

Original source: Company Release