Luxco, has announced a rebrand of the 174 year old Indian based Lawrenceburg Distillery (MGP).
The newly named Ross & Squibb Distillery, and its brands which include George Remus Straight Bourbon and Rossville Union Straight Rye, will now join the Luxco family of brands which include Ezra Brooks and Rebel Bourbon.
|Luxco rebrands Lawrenceburg Distillery|
As per the brands it produces, Ross & Squibb Distillery pays tribute to Indiana’s distilling history and the pioneers who transformed Lawrenceburg into “Whiskey City USA” and helped make Indiana the rye capital of the world.
Commenting on the news, Greg Mefford, International Sales Director at Luxco, said: “ The rebrand forms part of an opportunity to grow exports of the George Remus and Rossville Union brands to the UK and Europe. Provenance is a huge motivator for European whiskey drinkers, with heritage valued as a barometer of distilling expertise and great tasting bourbons and ryes. The Ross & Squibb distillery allows us to share our rich history in the compelling and engaging manner it deserves and to meet consumer demand for authentic whiskeys they can appreciate even before they’ve taken the first sip. This will help establish the brands outside of the US.”
Back in January, MGP acquired Luxco for $475m. MGP will continue to produce bourbon, rye, whiskey, gin and grain-neutral spirits at the newly named Ross & Squibb Distillery, under its current name; MGP of Indiana.
Posted by Steve Rush