Grain & Barrel Spirits today announced a long-term licensing agreement with Elvis Presley Enterprises (EPE) to launch a duo of Elvis Presley-themed whiskeys.
The new brand joins the company’s lineup, including Chicken Cock Whiskey, Dixie Vodka, Virgil Kane Lowcountry Whiskey and the recently launched High Goal Luxury Gin.
Both expressions — rye and whiskey — were sourced and blended, and then bottled in Tennessee, where Elvis began his career and called home.
Elvis Rye is 90 proof, a straight Indiana rye from MGP. Aromas include sweet rye grassiness, followed by hints of citrus and spice, the company reports, before a palate of toasted oak, butterscotch, vanilla wafers and a hint of pepper.
Elvis Whiskey, 90 proof, is a Tennessee straight whiskey. On the nose is toasted oak notes, sweet corn, plus hints of citrus and apple, the company says. The palate is sweet-toasted maple, roasted crème brûlée and notes of a Granny apple and caramel.
“Given our expertise within premium whiskey, the Elvis expressions are a natural fit for Grain & Barrel Spirits,” says Matti Anttila, founder of Grain & Barrel Spirits. “Elvis was one of the most significant cultural icons of the 20th century and continues to inspire his fans today. We look forward to launching the brand, which is sure to be a highly sought after collector’s item.”
Both expressions feature a photo of the “King of Rock ‘n’ Roll” in his prime and pay homage to two of the legendary singer’s most popular nicknames: The King (rye), and Tiger Man (whiskey).
The labels, which were created by Alyson Design, also feature references to Presley. These include his signature, and the letters “TCB” printed on the neck of the bottle, referring to “Taking Care of Business,” a phrase which was the mantra for Elvis and his Memphis Mafia.
“We are incredibly pleased to join forces with Grain & Barrel Spirits, an industry-leading spirits innovator and a natural partner for the Elvis Presley brand,” says Marc Rosen, president, entertainment, Authentic Brands Group (ABG), which owns Elvis Presley Enterprises.
The Elvis whiskeys are now available for pre-order online, and will rollout nationally this fall. Each 750-ml. bottle has a suggested retail price of $49.99.