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WhistlePig and Moët Hennessy announce partnership

WhistlePig and Moët Hennessy are launching a full-scale collaborative sales and marketing drive in the UK and Europe, with big activities planned in the market for 2022.

The collaboration will also see Moët Hennessy - which includes Ardbeg, Glenmorangie and Belvedere in its spirits portfolio - acquire a minority stake in the American rye whiskey brand.

It follows the announcement of an international partnership between WhistlePig and Moët Hennessy in 2020.

The product focus for the UK in 2022 will be WhistlePig's core range of rye whiskies - WhistlePig Rye Whiskey Aged 10 Years, Old World Rye Aged 12 Years, and Estate Oak Rye Aged 15 Years - as well as more limited-edition releases for the UK and European markets and a younger rye release to encourage new drinkers to the brand and category.

On- and off-trade activations are being planned throughout the year with specialist partners in both channels, with an emphasis on education and advocacy.

Jeff Kozak, WhistlePig CEO, said: "We are delighted to be taking WhistlePig to market in both the UK and Europe, having the chance to showcase our very special range of whiskies to consumers who might already know of us, but have not yet had the chance to hear our story or taste our highly decorated range of whiskies.

"The continued interest in American whiskey from consumers within the European market, alongside the dynamism we are starting to see again in the on-trade, offers the perfect opportunity for our brand and whiskies to hopefully flourish."

Alexei Rosin, managing director at Moët Hennessy UK, said: "It is an exciting time for American whiskies, and our partnership with WhistlePig offers a fantastic opportunity to expand our spirits expertise whilst building a portfolio of both luxury and craft boutique brands."

The WhistlePig range of rye whiskies is available from and Majestic, as well as other specialist retailers and on-trade venues.

15 December 2021 - Bethany Whymark