Yellow Rose debuts whiskey range in Europe

by Owen Bellwood

Zamora Company has launched American whiskey brand Yellow Rose in the UK, the Netherlands, France, Belgium and Germany.

Yellow Rose will launch its Outlaw Bourbon, Premium American Whisky and Rye Whiskey in the European markets to meet the ”growing trend for craft spirits”. Arturo Illán Illán, global brand manager for Yellow Rose, said: “The American whiskey category is growing, it has been growing for the last couple of years. "We found that the UK is the second largest market after the US, so we thought that launching the products in the UK could be a good opportunity and a gate to enter the rest of Europe.” Yellow Rose Outlaw Bourbon is made from 100% Texas yellow corn and aged in small American oak barrels at the brand’s home in Houston, Texas. Priced at £64 (US$82), the 46% ABV whiskey is said to be “full-flavoured with warm caramel and vanilla overtones”. The brand will also launch Premium American Whiskey (40% ABV) and Yellow Rose Rye Whiskey (45% ABV) in the markets. Both whiskeys are made using liquid sourced from distilleries across America. Premium American is priced at £43 (US$55) and has a light aroma and flavours of fruity banana and caramel. Rye Whiskey is priced at £33 (US$42) and is made using 95% rye. It has flavours of “spearmint with mild pepper and maple”. Keeping up with demand Spanish drinks group Zamora Company purchased a stake in Yellow Rose in 2017. It has since expanded the brand’s footprint in the US through its Zamora Company USA unit. Illán said: “We have extended the distribution in Texas, where it was the main market for this product, and we have extended the distribution all around the US thanks to the new company, Zamora Company US.” As Yellow Rose begins launching in further international markets, Illán says it remains well placed to keep up with demand. He explained: “With the facility that we have today we are correct to the budgets and to the potential volumes that we are expecting to make this year and for the next couple of years. "If popularity explodes, fingers crossed, we will need to move for sure and we will need new facilities. It is a small team and a small facility adapted to the volumes and the type of product that we produce, but maybe in the future if we want to increase volumes we will need to move to something somewhere else.”