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.
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| 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