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Jefferson's Bourbon Sails Bourbon from Louisville to NYC Empire

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Jefferson's Bourbon Sails Bourbon from Louisville to NYC Empire SEPTEMBER 23, 2016 | MODERN DISTILLERY AGE VOLUME 7 | NUMBER 32 Jefferson’s Bourbon Sails Bourbon Empire Merchants Sues Reliable Churchill from Louisville to NYC Empire Merchants of New York has filed a civil On June 7, Louisville’s Jefferson’s Bourbon began an excursion of floating suit in the U.S. District Court - Eastern District of New two barrels of bourbon down the river system of middle America and up the York against Reliable Churchill, Breakthru Beverage’s Atlantic Ocean as a means of transportation. Maryland operation, naming members of its executive leadership team as plaintiffs: Charles Merinoff, Gregory L. Baird, Tushar C. Patel, Nileshkumar Jasbhai Patel (a/k/a Nick Patel), Pratibha Patel (a/k/a Panna Patel), Tech Pride of America, Inc. (d/b/a Happy 40 Liquors; Happy 40 Wines & Spirits; Happy 40 Discount Liquors), Anil Patel, Dilip C. Patel, Prakash Patel, J & R Company LLC (d/b/a North East Liquors), Jatin B. Patel (a/k/a Jattinkumar B. Patel), Vlamis Liquors LLC (d/b/a Vlamis’ Cut-Rate Liquors), Sam Liquors Inc., Bin Luo (a/k/a Chen), Bao Liquors Inc., Bao Xiong Zheng (a/k/a Bao Xing Zheng; Bao Xion Zheng), Our Liquor, Inc., Alexander J. Lew, Ting Wei, LTT Whiskey Inc. and John Trey Zoeller of Jefferson’s Bourbon on the prow of the boat taking two Doe Defendants nos. 1-50, defendants. barrels of bourbon on a sea journey continued on page 4 Founder and whiskey maker Trey Zoeller took a 23-foot Sea Pro boat downstream and landed in New Orleans in early August for a launch party in partnership with Chef John Besh. From New Orleans, the bourbon was loaded DISCUS on Pennsylvaia onto Besh’s renovated rum runner boat and made its way down the Florida House Bill 2357 coastline stopping in ports such as Saint Petersburg and Tampa for the Tampa The Distilled Spirits Council (DISCUS) has Bay Boat Show on September 10. From there, the bourbon will land in Key commended Pennsylvania State Rep. Mike Reese West by the end of September before being loaded on a sailboat to sail north (R-Westmoreland) for introducing House Bill 2357, up the Atlantic and landing for a tasting party in New York City by the end which would modernize Pennsylvania’s liquor system of October. by expanding consumer access to spirits. The purpose of the reenactment is to gauge the different ways in which the Rep. Reese’s legislation would create a “spirit bourbon matures on water as opposed to in barrels on dry land and to figure expanded permit,” according to DISCUS, which would out how transportation means of the past affected the taste and finish of early allow restaurants, taverns, grocery stores and hotels to bourbon production. sell up to three liters of spirits for carryout. “My personal theory is that as the bourbon constantly sloshed around in “Consumers want one stop shopping for beer, the barrels, the constant contact with the wood accelerated the maturation wine and spirits,” said DISCUS Vice President David process,” said Zoeller. “The barrels also sucked in the salt air and the sun Wojnar. “Right now, many have to go to three different caramelized the sugars in the wood and sped up the maturation process, locations to purchase what they need. Rep. Reese’s producing a much different final product than we know today. It’s a bourbon legislation will provide the convenience consumers that, in my mind, tastes much more similar to Jefferson’s Ocean than bourbon demand while also providing the PLCB the tools that is now aged in Kentucky — that’s what made Kentucky bourbon so necessary to do the job. desirable and unique 150 years ago, and why buyers in cities like New York, “This legislation also will protect countless Philadelphia and Boston demanded the bourbon from Kentucky and were jobs created by Pennsylvania distilleries. The willing to pay more for it.” Commonwealth’s distilling industry is undergoing tremendous growth, but the current system puts it at a major disadvantage because sales are limited to state stores. “It’s time to support these Pennsylvania businesses and their employees. We look forward to working with Rep. Reese, the Pennsylvania General Assembly and Wolf administration to pass this important legislation.” “The Last Drop Distillers is a family-run indicated that there are many ways Sazerac Buys The Last company dedicated to discovering and consumers may be led to believe a product Drop Distillers bottling some of the most exclusive spirits is Irish whiskey: Sazerac has purchased The Last Drop in the world,” according to a company • The use of names or devices Distillers of Scotland. statement. “Spirits pioneers James Espey associated with Ireland, like shamrocks or and Tom Jago founded the company in Irish surnames 2008 after long and successful careers in • If a local “whisky” were to be the industry. Between them they created produced in another country containing some of the world’s best-loved spirits brands some Irish whiskey and passed off as including Johnnie Walker Blue Label, Chivas Irish whiskey Regal 18 Year Old, The Classic Malts and, • A product being called Irish with Malibu and Baileys Irish Cream, two of whiskey when, in fact, it’s not as it doesn’t “This is an incredibly exciting and the most original and successful new drinks meet specific production requirements important milestone in The Last Drop categories in the world. Today, the company • The use of descriptions such as Distillers’ story,” said James Espey, co-founder is run by their two daughters, Beanie Espey “Irish Type Whiskey” or “Irish Style Whiskey” of The Last Drop Distillers Limited along and Rebecca Jago. are forbidden under Irish Whiskey’s with Tom Jago. “With your support over the “The Last Drop Distillers story is now at Geographical Indication protection status past eight and a half years, we have firmly an important stage. Having established its • Misleading packaging, point of sale established The Last Drop in the global brand and business model, the company material and advertising market place, and we are now looking at new is looking towards accelerated growth as • Misleading age claims ways of accelerating growth and responding global demand for luxury goods continues • A product displayed amongst to changing consumer demands within to rise. This was recently acknowledged Irish whiskey the luxury goods sector. We know Sazerac by the appointment of the former CEO of “Food Wise 2025, Ireland’s Local well, and feel that they are a fantastic fit for Morrison Bowmore Distillers, Mike Keiller, as Roots, Global Reach growth strategy, has The Last Drop Distillers as a family-owned a Board Director.” highlighted the growth opportunities for business that shares our values. The Sazerac The Last Drop collection currently Irish whiskey and commits to continuing company portfolio already includes a range includes Release VI The Last Drop 50 Year Old to support, protect and promote Ireland’s of global spirits brands, and this acquisition Double Matured Whisky, Release V The Last Geographical Indications,” said Minister will allow the company to extend its portfolio Drop 1967 Glen Garioch Single Malt, Release Creed. “So today’s launch is timely. My into the super-premium, craft market as well IV The Last Drop 48 Year Old Blended Scotch department works closely with the Irish as expand its European footprint. Whisky, Release III The Last Drop 50 Year Old Whiskey Association on protecting and “The whole team is committed and eager Blended Scotch Whisky, Release II The Last promoting Irish whiskey. With exports of to move into the next stage of The Last Drop Drop 1950 Cognac and Release I The Last €410 million expected to double by 2020, Distillers story that will see us take the brand Drop 1960 Blended Scotch Whisky. the Irish whiskey reputation is important to into the next phase while retaining and The Last Drop Distillers’ existing Asian the industry and the Irish economy.” building on our core values of exclusivity, distribution arrangements will not be “The Irish Whiskey Association has craft and excellence. The small, personal affected by the sale to Sazerac. been set up to protect and promote the operation we have today will remain in place, Irish whiskey category,” according to an and this investment will allow us to grow Protect Irish Whiskey association statement. “The Irish Whiskey our international footprint and broaden Association devotes substantial resources our search so that we can continue to bring Campaign to this task every year and has hired a legal you the very rarest and greatest spirits in Irish Minister for Agriculture, Food and advisor in the protection role, Carleen the world.” the Marine Michael Creed TD recently joined Madigan BL. Ms. Madigan is a former “We are very excited to be partnering with the Irish Whiskey Association to initiate the practicing barrister.” such industry legends as Tom and James,” “Protect Irish Whiskey Campaign,” which “The growing popularity and reputation added Mark Brown, President and CEO of aims to address in international markets the of Irish whiskey may encourage some Sazerac. “Equally, we are looking forward to sale of products that are wrongly advertised, individuals to seek to take unfair advantage working alongside their daughters Rebecca packaged, displayed or named in a way of it,” Madigan said “The ‘Protect Irish Whiskey and Beanie as well as the rest of the team in that they appear to be Irish whiskey. By law, Campaign’ aims to ensure the integrity of bringing some of the rarest spirits available Irish whiskey must be distilled and aged in the category is maintained and will ensure to the global consumer market.
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