From this month, Elijah Craig Small Batch 12 Year Old, which originally launched in 1986, will be rebranded as just Small Batch, and will be produced using bourbon aged from 8 to 12 Years Old.
|Elijah Craig Small Batch|
Due to the surge in popularity of Bourbon both domestically and internationally, Heaven Hill’s stocks of 12 Year Old barrels have been under increasing pressure. After careful consideration and with a view towards making the brand available to more, not fewer consumers, the brand has made the decision to drop the age 12 Year Old age statement from its Small Batch bottling.
Commenting on the news, Heaven Hill Brands, said: “We are confident that through our stringent barrel selection process, we will be able to maintain the desired taste profile and quality that has made Elijah Craig Small Batch one of the most critically acclaimed Bourbons in the world. More importantly, we are dedicated to being transparent in this change and providing consumers with as much information as reasonably possible.”
Heaven Hill does intend to retain age statement bourbons within the Elijah Craig brand. By making the age adjustment to Elijah Craig Small Batch, it will allow a marked increase in allocations of Elijah Craig Barrel Proof which will continue to carry a 12 Year Old age statement and over time increase availability of Elijah Craig 18 Year-Old Single Barrel, that was re-released last year after being discontinued three years ago.
Posted by Steve Rush