Food & Drink

A drink with… Eric Winter, Ezra Brooks

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As model supervisor for the Luxco-owned Bourbon, Eric Winter is assured shoppers will probably be enamoured with the daring, flavoursome profile of Ezra Brooks.

Eric Winter is the model supervisor for Ezra Brooks Bourbon

How lengthy have you ever labored with Ezra Brooks?

I’ve labored in varied advertising and marketing roles within the alcohol business for almost 20 years, together with the previous two at Luxco. I used to be interested in the wonderful issues this comparatively small firm was conducting, particularly within the development of their Bourbon manufacturers. It was thrilling to see the dedication they needed to the manufacturers, and this was particularly evident of their latest opening of their very own distillery, Lux Row Distillers in Bardstown, Kentucky, in 2018.

What was the inspiration behind the most recent launch, Ezra Brooks 99?

Now we have noticed tendencies indicating many shoppers are fascinated by increased‐proof Bourbons. Whereas Ezra Brooks was at all times identified for its unmistakable, unforgettable mellow flavour, we needed to offer our shoppers much more flavour, by providing an Ezra Brooks at an elevated 99 proof. We additionally noticed the chance to raise the look, by bottling Ezra Brooks 99 in the identical lovely, embossed bottle we use for our Previous Ezra Bourbon.

Who’s the target market for Ezra Brooks 99?

We really feel Ezra Brooks 99 is the right Bourbon for millennial adults aged from 21 to 34. These shoppers are aspiring to step as much as a bolder flavour and higher-proofed Bourbon with an elevated style profile. Like Ezra Brooks Kentucky Straight Bourbon, Ezra Brooks 99 is a pure, white oak barrel‐aged straight Bourbon whiskey that’s charcoal‐filtered for a clean, mellow end and a spicy, ryed‐Bourbon mash‐invoice style.

Will Ezra Brooks 99 be obtainable exterior of the US?

We’re working with our abroad importers to convey Ezra Brooks 99 within the 750ml bottle to shoppers worldwide. We’re additionally seeking to produce an Ezra Brooks 99 700ml bottle to assist develop our distribution in Europe, from early 2022.

How has Ezra Brooks linked with shoppers through the pandemic?

Customers have turned to social media to remain linked with their favorite manufacturers.

We’ve labored arduous to maintain our on-line content material and communications with them present and informative by creating enjoyable, partaking content material like digital pleased hours and to‐go cocktail kits in sure markets.

What are your plans for Ezra Brooks in 2021; are there any extra releases on the horizon?

Along with launching Ezra Brooks 99, we launched a brand new barrel‐programme providing for 2021, referred to as Ezra Brooks Cask Power Single Barrel. This cask power, 120‐proof variant is accessible to retail companions who go to Lux Row Distillers to pick a single barrel of Ezra Brooks.

Do you’ve gotten plans to launch in any new markets? If that’s the case, the place and why?

Our gross sales workforce is frequently seeking to introduce the Ezra Brooks model to new shoppers in new locations. We’re assured that with our expanded Ezra Brooks lineup, there’s certain to be an Ezra Brooks variant for everybody.

What do you discover most fun concerning the Bourbon class for the time being?

The premiumisation pattern. Customers in quest of increased proofs and extra flavour are searching for out Bourbons within the increased value tiers. That is precisely the explanation we’ve launched each Ezra Brooks 99 and the brand new Cask Power Single Barrel providing.

In 5 years’ time, the place do you see Ezra Brooks?

We wish to say Ezra Brooks is ‘the very best whiskey for the second’. So, whereas it’s arduous to say what the class will seem like in 5 years, I do know that we’ll proceed to observe shopper tendencies and pursuits, and we’ll work to innovate and ship the very best Ezra Brooks for no matter that second requires.

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