Hotaling & Co. recently announced the release of The Horizon Straight Bourbon Whiskey.
Let’s travel back to the past so we can understand the future. In 1974, A.H. Hirsch commissioned bourbon from the original Michter’s Distillery. The whiskey created during that time became iconic when the distillery was shuddered and barrels of juice sat aging for far longer than expected. The Horizon represents the first offering from its descendant, Hirsch Selected Whiskeys.
The Horizon reflects the brand’s philosophy of curating the best in American whiskey and celebrates “The Spirit of the Journey.” It combines two straight bourbons distilled in Lawrenceburg, IN. Each bottle of The Horizon, which is 92 proof, provides the exact batch specifications on the rear label. The inaugural batch, AHH0320, is made up of two components: 94% of the blend is distilled from a traditional mash bill of 75% corn, 21% rye, 4% malted barley aged 5 years and 4 months; the remaining 6% is distilled from a high-rye mash aged 6 years and 2 months for added complexity.
To convey the new brand’s sense of adventure, design company Stranger & Stranger incorporated the image of a sextant into the brand’s logo to communicate that spirit. The flask-shaped bottle features a wooden-top cork stopper with compass marks, while the label features a color scheme that evokes nautical maps and other visual references to travel and exploration. The base of the bottle hides a message for the curious: “No Stone Left Unturned.”
“We invite people to take a journey into the world of bourbon and discover what makes Hirsch legendary,” says Dan Leese, President and CEO of Hotaling & Co. “The Horizon takes the first step into the future of Hirsch, with additional expressions planned to round out the collection.”
Hirsch’s The Horizon arrives this summer in California, Texas, Illinois, Massachusetts, Tennessee, New York, Kentucky, Georgia, and via online retailers. It will be priced at $39.99.
