by admin | Oct 10, 2019 | IN THE NEWS
“Whiskey of the North” Purchases Craft Cocktail Mixer Company To Enhance Its Non-Alcoholic Product Portfolio
Traverse City, MI (October 10, 2019) – Traverse City Whiskey Co. (TCWC), the award-winning craft whiskey producer known as the “Whiskey of the North,” has acquired Cocktail Crate LLC, the New York-based, non-GMO craft cocktail mixer company.
The purchase comes at a time of explosive growth for the upstart Michigan spirits brand, which markets a portfolio of award-winning whiskey expressions. In 2018, the company added Premium Cocktail Cherries to its lineup, which expanded its consumer reach beyond the spirit aisle at all Meijer locations. This acquisition will help to accelerate the distribution of the brand’s non-alcoholic portfolio.
“This acquisition opens up exciting distribution, marketing and merchandising opportunities for our spirits portfolio and will allow us to offer even more value to our fans and retail partners,” said Chris Fredrickson, co-founder of Traverse City Whiskey Co.
Cocktail Crate was founded in 2012 by cocktail enthusiast and ex-management consultant, Alex Abbott Boyd. Starting with just $5,000 from a Kickstarter campaign, Alex grew the brand from a farmers’ market offering to its current national distribution at Whole Foods Market, Walmart, Kroger, Safeway, Wegman’s and Williams Sonoma. Cocktail Crate mixers are made with passion from the highest quality ingredients including fresh juices, natural sugars and real bitters. As part of the acquisition, Boyd has agreed to join the TCWC team to lead the growth of the company’s non-alcoholic product portfolio.
“I’m incredibly excited to join Traverse City Whiskey Co. and to seamlessly lead the integration of the two businesses,” said Alex Abbott Boyd, Founder of Cocktail Crate. “The brand was made to be mixed with whiskey; now we can offer our customers everything they need to enjoy a great cocktail – craft whiskey, craft mixers and premium cocktail cherries.”
Beyond this acquisition, the “Whiskey of the North” recently opened its first satellite whiskey tasting room in Metro Detroit. The company also plans to break ground on the site of its expanded distillery in the near future, which will be complete with a rick house, visitor center and full production facility.
For more information, please visit www.tcwhiskey.com and follow the brand on Facebook, Twitter and Instagram @tcwhiskey.
About Traverse City Whiskey Co.
Traverse City Whiskey Co. is an independent and locally owned distilled spirits company based in Traverse City, Michigan, that’s dedicated to producing approachable premium to super-premium whiskey and bourbon. Known as “The Whiskey of the North,” the upstart company draws upon its early family roots in the distilled spirits industry dating back to the late 1800’s, sourcing all grains from the Midwest.
Traverse City Whiskey Co. is a proud member of the Distilled Spirits Council of the United States (DISCUS).
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by admin | Oct 9, 2019 | IN THE NEWS
Following the Successful Launch of Stolen X, the Company Sets its Sights on the Single-Serve Format, Featuring a Full Proof RTD With High-End Ingredients
CHICAGO, Ill. (October 9, 2019) – Stolen Spirits, which successfully launched Stolen X in 1L and 750ml bottles earlier this year, is now extending the line with 100ml cans. Known for creating the world’s first smoked rum and award-winning 11-year-old single-grain whiskey, the company is keen to capitalize on the accelerating growth of the Premium Whiskey Category with a Rye whiskey-based RTD.
According to Nielsen[1], RTD consumption increased over 40% in the past year. Spirits Investment Partners, the group behind Stolen Spirits, expects Stolen X’s new can format to crush it in both the on-premise and off-premise, especially given the recent category growth. The brand has organically developed a cult following and significant levels of buzz and engagement among social influencers who are fueling the dramatic growth of Stolen X. By introducing an 80-proof spirit-based RTD (premium whiskey vs. a malt-base) in cans with premium organic ingredients and less sugar, the company is giving fans yet another reason to choose Stolen X, with a flavor profile of the #1 selling cocktail – an old fashioned.
“Most canned beverages are watered down versions of classic cocktails, but Stolen X delivers 2.25oz of a full strength great-tasting cocktail in a can,” said Marc Bushala, CEO of Spirits Investment Partners. “The new format and premium ingredients will only extend interest and sales in the brand as we continue to disrupt the category.”
Based on a pre-prohibition spirit known as “Rock & Rye,” Stolen X is made with straight American rye whiskey, and then blended with organic raw honey and real orange peel. The aged rye whiskey and all-natural ingredients create a smooth and perfectly balanced flavor profile.
“Canned cocktails are changing the game in both the on and off-premise,” said Ryan Perry, Co-Founder and CIO of Spirits Investment Partnership. “Owners and operators especially crave options which provide incremental impulse purchases and facilitate trade up into the high margin whiskey category.”
Stolen X will introduce the new 100ml cans direct to consumers around the country via five Stolen X Vintage El Caminos. The vehicles are wrapped in the brand’s signature black and white, outfitted with flatbeds and coolers, and stacked full of 100ml Stolen X cans. The X sampling fleet will pop-up at tailgating events, music festivals and street fairs as well as being “dropped” in target markets at high traffic intersections. Seemingly renegade sampling teams will educate and sample directly from the vehicle bringing the party to life in each region.
Distributed in partnership with Breakthru Beverage Group, Young’s Market, RNDC and other top tier independent wholesalers, Stolen X 100ml cans are available for a suggested retail price of $2.99 in on-premise and off-premise establishments in: CA, CO, CT, DC, DE, FL, GA, IL, KY, LA, MD, MA, MI, MN, MS, MO, NE, NJ, NY, OK, SC, TN, TX, WA and WI.
For more information about Stolen Spirits and Stolen X, visit www.thisisstolen.com. Follow the brand on Facebook @ThisIsStolen and on Instagram @thisisstolen.
About Stolen Spirits
Stolen Spiritsis a collection of unique spirits born in Auckland, New Zealand. The portfolio includes an exceptional 11-year-old single grain whiskey, a Jamaican pot-stilled overproof rum, and the world’s first smoked rum. The Stolen family shares the same essential DNA: high quality, distinctive and unconventional character.
About Spirits Investment Partners
Spirits Investment Partners (SIP) is a boutique innovation and brand development company focused in the spirits sector, comprised of a team of highly-seasoned distilled beverage professionals with expertise spanning branding to production, sales, marketing and finance.
Stolen Skus: United States, Australia, New Zealand
Stolen Dark Rum | Stolen Gold Rum | Stolen Overproof Rum | Stolen Smoked Rum |Stolen White Rum | Stolen 11 Whiskey | Stolen X
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[1] Source: Nielsen Homescan Omnibus Survey, January 2019
by admin | Oct 7, 2019 | IN THE NEWS
OTT Channel UNX NOW Provides Ninja Fans One Centralized Network for Watching Year-Round Professional Sport Competitions and Interacting With Top Ninja Athletes
Chicago, Ill. (October 7, 2019) – The future of ninja has arrived. Beginning today, UNX has launched UNX NOW, the first-ever centralized streaming network specifically designed for watching professional ninja sport competitions and interacting with top ninja athletes. Capitalizing on the immense worldwide popularity of the sport, from amateur competitive leagues to professional athletes on reality shows, the new over-the-top (OTT) channel means that millions of worldwide fans of ninja will no longer need to wait to see their favorite male and female athletes in action. UNX NOW will initially showcase daily content including the inaugural professional competition season, and a daily “UNX Fast Forward” show featuring family-friendly programming: athlete interviews, analysis of runs, home workouts and more.
To bring the vision to life, UNX CEO Jeff Piejak (who currently owns four brick and mortar Ultimate Ninjas locations in Metro Chicago and St. Louis), teamed up with top ninja athletes Ethan Swanson and Chris Digangi. Together, they shared a desire to elevate the sport of ninja which was strongly supported by the athletes themselves. The trio then enlisted Howard Bolter, a broadcast industry veteran who has launched broadcast, cable and OTT channels, to serve as UNX COO. Finally, to ensure the highest quality of sports production, UNX secured Hugh Arian, X Games executive producer and president of Echo Entertainment.
“For a long time, people have watched ninja sports in a finite reality format, while getting invested in the lives of these athletes,” stated Swanson. “We quickly realized that fans were craving a year-round, professional, merit-based competition format, which we’ll deliver using the latest technology and network quality programming.”
The inaugural season of UNX professional competitions will include 12 open qualifiers at gyms around the country for anyone age 13 and over, as well as three live-streamed and broadcast finals held between October 2019 and early February 2020. Throughout the season, which will culminate in a live championship on February 15, 2020, UNX will award $75,000 in prize money to top athletes: $18K per major plus $21K for the championship.
This new format, which puts the athlete as a competitor first, has attracted top talent including: American Ninja Warrior 2019 Champion Drew Drechsel; Daniel Gil; Jesse Labreck; and Jessie Graff, all of whom have signed on to compete in the inaugural season and be featured in the network’s entertainment programs.
“This is my life, my passion, and my profession,” said Drechsel. “I look forward to being seen as the athlete that I am and have trained so hard to become. It’s exciting to have the audience of ninja fans really get to know me and see what I’m able to do year-round on UNX NOW.”
Top ninja personalities Grant McCartney and Evan Dollard will serve as lead commentators on the live-streamed majors and championship event.
In November, UNX will also begin accepting pre-sale bar system orders for its new ultiFit @ Homeworkout system (projected delivery March 2020). Designed and led by American Ninja Warrior veterans including Jesse Labreck, the revolutionary workout helps to increase strength, agility and confidence by allowing users to access a variety of on-demand 20-minute workouts. ultiFit @ Home adheres to the principle of Progress over Perfection, guiding users towards their goals with each and every workout.The individual workouts are included in the UNXNOW.com monthly membership. The bar system and accessories are sold separately.
Subscriptions to UNX NOW are available for $5.99/month. Fans can also choose to pay-per-view the live-streamed majors and championship for $15.99.
For more information on UNX NOW and to sign up for a one-month free trial, visit www.unxnow.com. Follow the brand on Facebook (UNX), Instagram (@UNX.NOW) and Twitter (@UNX_NOW)
ABOUT UNX
UNX is the home for everything ninja. Created by ninjas, UNX features a professional ninja competition league as well as an interactive OTT channel with access to competitions, and a daily “UNX Fast Forward” show featuring athlete interviews, analysis of runs and home workouts. For more information, visit www.unxnow.com.
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by admin | Jul 30, 2019 | IN THE NEWS
Traverse City Whiskey Co. Opens ‘The Outpost’ In Greater Detroit On Woodward Avenue
“Whiskey of the North” Will Offer Diverse Portfolio of Award-Winning Whiskey Alongside Newly-Refurbished Como’s Restaurant
Detroit, MI (July 30, 2019) – Traverse City Whiskey Co. (TCWC), also known as the “Whiskey of the North,” has ventured slightly southeast within the state to open its first-ever Tasting Room in Metro Detroit. Named ‘The Outpost,’ the space is located alongside the already operating Como’s at 22812 Woodward Avenue at Nine Mile in historic Ferndale.The property was acquired by Peas and Carrots Restaurant Group, but the whiskey tasting room will operate as a separate entity.
TCWC has been eyeing The Motor City for some time, as a way to establish a footprint in a major metropolitan area that’s well-recognized for its food and beverage programs, and a stone’s throw from their home distillery in Traverse City, which houses the company’s original tasting room – ‘The Stillhouse.’ The brand plans to offer a “taste of up north” to their Detroit fan base, replicating a rustic vibe, signature whiskey cocktails and, most importantly, northern hospitality.
The company has hired an initial 16 staff members, all from Greater Detroit, to help open and operate the venue. Every person, from bartender to hostess, will undergo brand-specific training, including Whiskey 101 and Whiskey 201, that breaks down everything from the TCWC history to the specific mash bill of each whiskey expression.
Entry to ‘The Outpost’ can be accessed on the opposite side of the restaurant patio, off of Woodward Avenue, or through the rear of the building. In warmer months, a garage door that acts as the tasting room’s front window, can be lifted to give guests an open-air feel – like on the bay of Lake Michigan. Directly inside, and looking up, is a suspended custom-made chandelier constructed of whiskey barrel staves which matches other used whiskey barrels strategically placed throughout the tasting room.
Deeper within the space, thirsty guests can choose from among 16 barstools or 12 high-top tables, which fill the remaining Northern Michigan-themed space. Branded leather-bound stools, tinted light fixtures and a floor to ceiling back bar further detail ‘The Outpost.’ An interior door, not far from the tasting room’s merchandise corner, will connect the two spaces, but the atmosphere and ambiance of each property will be distinct and unique.
The brand’s full portfolio of whiskey bottles will be available to taste and purchase on-site, which include: Straight Bourbon XXX Whiskey, American Cherry Edition, North Coast Rye, Port Barrel Finish, Barrel Proof Bourbon and multiple exclusive releases that are only available in Traverse City and now at ‘The Outpost.’ Situated in the “Cherry Capital of the World,” the brand recently introduced all-natural Premium Cocktail Cherries to its lineup, which are currently available at Meijer locations nationally and online via Amazon. The cherries will be used to enhance the Tasting Room’s signature cocktails and sold alongside the whiskey by the jar.
Food will also be available from a condensed Como’s menu, made in the neighboring kitchen. The signature TCW Burger, coined ‘The Best Burger on the Block,’ is made of a double beef patty topped with American cheese, whiskey onion and whiskey aioli. Bar bites like White Cheddar Curds, served with smoky tomato sauce, and Whitefish Dip made with charred apple, mustard, scallion and celery are also available for order. Elevated items like the Cheese Board and Charcuterie Board, the latter of which includes a Cherry-Whiskey Compote, round out the menu providing assorted options for any palate.
Hours of Operation:
Mon-Thur: 11am – 11pm
Fri-Sat: 11am – 12am
Sun: 11am – 9pm
For more information, please visit www.tcwhiskey.com and follow the brand on Facebook, Twitter and Instagram @tcwhiskey.
About Traverse City Whiskey Co.
Traverse City Whiskey Co. isan independent and locally owned distilled spirits company based in Traverse City, Michigan, that’s dedicated to producing approachable premium to super-premium whiskey and bourbon. Known as “The Whiskey of the North,” the upstart company draws upon its early family roots in the distilled spirits industry dating back to the late 1800’s, sourcing all grains from the Midwest.
Traverse City Whiskey Co. is a proud member of the Distilled Spirits Council of the United States (DISCUS).
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by admin | Jun 4, 2019 | IN THE NEWS
The Sixth Annual Kentucky Bourbon Affair is an intimate five-day exploration into the Kentucky’s signature, and America’s only native, spirit.
This is the only whiskey event that was, and is, actually created and executed by the distilleries themselves. Bourbon lovers get to experience a one on one facetime with the legendary Bourbon Barons and get in-depth hands-on experience with the Master Distillers. The events range from small groups of six to 300 people.
Eric Gregory, President of the Kentucky Distillers’ Association: “The Kentucky Bourbon Affair is a classic, unforgettable Bourbon lover’s dream. Over 500 people will come from all over the world, many who have attending multiple years, to get a graduate course on Bourbon.”
Started in 2014 to celebrate the 50th anniversary of Congress declaring Bourbon as America’s only native spirit in May 1964, this event has grown doubling the number of distillers involved and the events they put on.
This year’s 45 events feature behind-the-scenes tours, private barrel selections and specialty programs at the world’s most iconic distilleries and famous hotspots in Louisville and throughout Kentucky. 34 events are already sold out. For more information, please visit www.kybourbonaffair.com
