Brown-Forman targets the on-trade with new barrel programme
BARS across the UK are being encouraged to take an old fashioned approach to cocktails this spring with the launch of a new pre-batch system for bourbon brand Woodford Reserve.
The two-litre barrels are designed to allow bartenders to pre-mix the cocktail, with bar staff then able to dispense it via a tap on the side of the barrel.
Woodford Reserve parent company Brown-Forman is promoting the barrels alongside its Woodford Reserve Old Fashioned Cocktail Syrup, which was introduced in January.
Developed in conjunction with bartenders, the syrup contains the core ingredients of the Old Fashioned: bitters, sugar and orange essence.
Each barrel will take two 70cl bottles of Woodford Reserve and 280ml of the syrup.
Once mixed, the Old Fashioned can be dispensed direct from the barrel and served over ice with an orange twist.
Brown-Forman is distributing the barrels, which are steel on the
interior with wood-panelled exteriors, to on-trade accounts around the country.
The company is also running an offer with various wholesalers that sees a free, 500ml bottle of the cocktail syrup given away with every bottle of Woodford Reserve.
Emily Richardson, head of super premium brands at Brown-Forman, said: “Woodford Reserve holds the Old Fashioned in the highest esteem and believes it is a classic that should be easily available across menus throughout the UK.
“Through our barrel programme we want to make it simple for the UK trade to offer and serve the perfect Old Fashioned without the complex and time consuming processes associated with it.”
Brown-Forman’s other brands include Jack Daniel’s, Tequila Herradura and Chambord.
