Hotaling & Co. Reintroduces HIRSCH Boubon with Launch of New Expression

THE HORIZON Straight Bourbon WhiskeyIn 1974, when A.H. HIRSCH first imagined his now legendary bourbon, he set the gold standard for thoughtful American whiskey. Today, Hotaling & Co., the San Francisco-based leading importer and distiller of super-premium artisanal spirits, reintroduces HIRSCH Selected Whiskeys, offering a new expression of this iconic whiskey brand with the release of the first selection, THE HORIZON Straight Bourbon Whiskey (46% ABV, $39.99 SRP). This first expression reflects the brand’s philosophy of curating the best in American whiskey and celebrates “The Spirit of the Journey.” HIRSCH will continue to release new expressions in 2021, as the brand invites whiskey drinkers to follow along and discover that the journey is the reward.

THE HORIZON combines two straight bourbons distilled in Lawrenceburg, IN, and is intended to invite whiskey enthusiasts to navigate the landscape of bourbon. Each bottle of THE HORIZON, which is 92 proof, provides the exact batch specifications on the rear label, for the bourbon enthusiast who seeks that level of detail. 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.

On the nose, THE HORIZON offers a classic bourbon profile with sweet cornbread and vanilla. The palate is balanced with warm notes of cinnamon and oak, followed by a long finish with slight lingering sweetness. The whiskey is approachable neat and on the rocks, enjoyable for both casual whiskey drinkers and enthusiasts alike.

To convey the new HIRSCH Selected Whiskeys’ sense of adventure and discovery, award-winning packaging and branding design company Stranger & Stranger incorporated the image of a sextant into the brand’s logo to communicate the Spirit of the Journey. 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.”

“Hotaling & Co. takes great pride in its ownership of the HIRSCH brand,” says Dan Leese, President and CEO of Hotaling & Co., which boasts one of the most extensive collections of artisanal world whiskies. “With this reintroduction, we invite people to take a journey into the world of bourbon and discover what makes HIRSCH legendary. THE HORIZON takes the first step into the future of HIRSCH, with additional expressions planned to round out the collection.”

HIRSCH’s THE HORIZON will be available summer 2020 in select markets: California, Texas, Illinois, Massachusetts, Tennessee, New York, Kentucky and Georgia.