New whiskey brand celebrates Elvis Presley

South Carolina-based Grain & Barrel Spirits has created a whiskey brand that pays homage to the late musician Elvis Presley.

The Elvis range features two 45% ABV expressions, a rye and a whiskey. Both spirits were bottled in Tennessee, the state the Hound Dog singer called home. Elvis Rye is a Indiana straight rye – a term that was recognised as an official legal designation earlier this year. On the nose, it is said to deliver grassy notes with a touch of citrus and spice, while the palate features flavours of toasted oak, butterscotch, vanilla wafers and pepper. Meanwhile, Elvis Whiskey is a Tennessee straight whiskey offers aromas of toasted oak, sweet corn, citrus and apple, plus flavours of maple, crème brûlée, Granny Smith apple and caramel. The new whiskeys are priced at US$49.99 per bottle, and are now available to pre-order on elviswhiskey.com. They will be released in retail outlets across the US in the coming weeks. The two bottlings join Chicken Cock Whiskey, Dixie Vodka, Virgil Kane Lowcountry Whiskey and High Goal Luxury Gin in the Grain & Barrel stable. Matti Anttila, founder of Grain & Barrel Spirits, said: “Given our expertise within premium whiskey, the Elvis expressions are a natural fit for Grain & Barrel Spirits. “Elvis was one of the most significant cultural icons of the 20th century and continues to inspire his fans today. We look forward to launching the brand, which is sure to be a highly sought-after collector’s item." Both bottles feature a photo of Presley on their labels, as well as details referencing the singer – for instance, the letters 'TCB', referencing his motto 'taking care of business', are printed on each bottle's neck. To create the Elvis whiskey brand, the spirits producer secured a long-term licensing agreement with Elvis Presley Enterprises, the organisation that manages the assets of Presley's trust. Marc Rosen, president of entertainment for Authentic Brands Group, owner of Elvis Presley Enterprises, commented: “We are incredibly pleased to join forces with Grain & Barrel Spirits, an industry-leading spirits innovator and a natural partner for the Elvis Presley brand.”