Woodford Reserve launches $1,500 Bourbon
Revered Bourbon brand Woodford Reserve is hoping to take the category to new heights with the launch of a $1,500 expression finished in Cognac casks.
Housed in a Baccarat crystal bottle, the Woodford Reserve Baccarat Edition is a travel retail exclusive and won’t go on sale in duty free stores until next May.
“We are launching this luxury product in travel retail because sophisticated consumers are seeking premium brands, and Woodford Reserve leads the ultra-premium Bourbon category globally,” said Marshall Farrer, managing director of global retail travel for brand owner Brown-Forman.
The pricy release marks the first time a Bourbon brand has bottled their liquid in Baccarat glass. Only a “very limited” number of decanters will be released on allocation.
Based on Woodford Reserve’s distinctive bottle shape, the limited edition is engraved with both the Baccarat and Woodford logos.
It comes housed in a crimson red box with doors that rotate on opening, and includes a crystal stopper adorned with Woodford Reserve’s initials.
“This partnership elevates the category of American whiskey in the global market,” said Mark Bacon, Woodford Reserve’s global brand director.
The Cognac finished whiskey, which was rested in a variety of Cognac casks for three years, was unveiled at the TFWA World Exhibition in Cannes this week.
“Our philosophy for finishing is not to put fully matured Woodford Reserve into a cask that changes its flavour – we put it into casks the enhance the flavour,” said Woodford Reserve’s master distiller, Chis Morris.