Hudson Whiskey reaffirms its place as the “spirit of New York” with its recent reinvention. They now feature more mature liquid with the same bold character, carried through in the taste, new look and new names.
The new Hudson portfolio includes Bright Lights, Big Bourbon and Do The Rye Thing, its reinvented flagship bourbon and rye offerings. Additionally, Hudson reimagined its Maple Cask Rye into Short Stack, a straight rye whiskey finished in maple syrup casks, and introduces Back Room Deal, a straight rye whiskey finished in peated Scotch barrels. The latter marks the first innovation from the brand in seven years.
The new packaging is inspired by the New York subway system with black and white blocking and bold, vibrant colors for each variant that convey a sense of place. The new variant names reflect New York attitude and embrace the kind of characters, places and moments that only exist in New York.
Hudson Whiskey started out to make New York State’s first bourbon ever and to open the first distillery in the state since prohibition. By challenging the government to change the laws for craft distillers everywhere, Hudson Whiskey founder Ralph Erenzo was at the forefront of the craft whiskey movement and put Hudson Whiskey on the map. In fact, the barriers the distillery broke down led to five additional distilleries coming together with Hudson to establish a New York whiskey style, Empire Rye. Today, there are more than 180 craft distilleries in New York State alone.
Since 2017, Hudson’s liquid has benefited from the distilling expertise of Brian Kinsman, William Grant & Sons Master Blender, and David Stewart, The Balvenie Malt Master of over 55 years, alongside the Hudson Whiskey Chief Distiller Brendan O’Rourke. Together they have taken that 130 years of distilling pedigree for which William Grant & Sons is known and have applied it to Hudson.
“Hudson Whiskey is the original innovator, a whiskey as bold as New York,” says Paul Coffey, Senior Brand Manager, Hudson Whiskey. “Hudson shook things up when it started a movement here and now, once again, we will set the tone for what New York whiskey can be. That means liquid that has evolved with age, a fresh look to reflect our bold character, and reimagined names that evoke classic New York moments and that unmistakable New York spirit.”
“As a born and bred New Yorker, it is important to me to showcase the hard work from our local family farmers,” adds Brendan O’Rourke, Chief Distiller and Operations Manager of Hudson Whiskey. “These grains form the backbone of Hudson Whiskey and we are proud to work alongside our neighbors as our brand continues to grow. As the liquid inside of the bottle has evolved, it was fitting to update the packaging as well. The inspiration came from our love of the great state of New York and the people who make it unique.”
Hudson Whiskey will celebrate this rebirth by celebrating the people of New York and its sense of community. “New York is known for its people, the brave, resilient and creative individuals who make it home,” Coffey says. “They are known for coming together to help and support one another. Hudson Whiskey is proud to celebrate that spirit and our fellow New Yorkers through Lifting Spirits, a month of uplifting activities to show support and appreciation to those who embody the New York spirit while also raising funds to help those in need.”
The Lifting Spirits program kicked off on September 14 with the auction of one select, limited-edition barrel of Hudson Whiskey that gives the highest bidder the opportunity to hand pick a rare cask of their choice at the distillery. The barrel is being donated to Diversity in Wine and Spirits, non-profit working to advocate diversity and inclusion in the hospitality industry, for this auction and all proceeds go to the organization. The auction is live now via CharityBuzz, with the opening bid starting at $4,500.
Additionally, Lifting Spirits will include an art installation in collaboration with Dirty Bandits outside The Public Theater, a partnership with @newyorknico to focus on iconic NYC establishments in need of support, and Hometown Hero with Priority Bicycles through which people will nominate their local heroes for a chance to win a custom bicycle.
The reinvented Hudson Whiskey is available now in the NY tri-state area before a national roll out in the coming months. Do The Rye Thing and Bright Lights, Big Bourbon retails for $24.99 (375ml) and $39.99 (750ml). Short Stack and Back Room Deal retails for $54.99 (750ml).
