The Founder of Rabbit Hole Distillery Just Unveiled an ‘Irreverent’ S’Mores Flavored Whiskey
Kaveh Zamanian, the founder of Rabbit Hole Bourbon, stands with all of his whiskey expressions, including his latest release, Mash and Mallow. (Photo: Mash and Mallow/Castle Brands/Pernod Ricard)
Pernod Ricard and whiskey entrepreneur Kaveh Zamanian — best known for founding Rabbit Hole Distillery — announced the release of Mash and Mallow, a s’mores-flavored whiskey, on Wednesday. Bottled at 70 proof, the flavored whiskey is said to have flavors of chocolate, marshmallow and graham cracker.
The expression is made from a blend of 97% corn whiskey and 3% rye whiskey with added flavors.
Mash and Mallow has a suggested retail price of $33.
“Today’s whiskey drinkers continue to embrace the non-traditional and classic. culinary recipes in spirits. Mash & Mallow is a bold, simple and irreverent whiskey with the nostalgic smack of s’mores toasted by the fire,” Zamanian said in a news release. “I wanted to create a smooth whiskey that is so good you’ll take it with you anytime adventure calls — from your local bar to an adventure in the great outdoors.”
This latest launch follows Zamanian and Pernod Ricard’s launch of the Mary Dowling Whiskey Company. The brand launched in August and was meant to be a celebration of the bourbon pioneer Mary Dowling.
The brand’s debut kicked off with two expressions: a Kentucky straight bourbon finished in tequila barrels and a wheated, double-oaked bourbon. Those interested in learning more can read our reviews here and here.
Zamanian is a Bourbon Hall of Fame inductee, famous for the Rabbit Hole brand. The founder and CEO of Rabbit Hole is known for pushing boundaries and crafting opulent, award-winning bourbons such as the Rabbit Hole Founders Collection Mizunara. Composed of a 10-barrel blend and finished in Japanese Mizunara oak, this decadent expression received a very rare 9/10 score from Whiskey Raiders.
Although it appears Zamanian has kept himself busy with new releases over the past few months, a flavored whiskey is an unexpected choice for the premium whiskey maker.
According to Wine Enthusiast, there is a growing trend of flavored whiskeys meant to capture “specific sense-memory treats,” as a way for post-pandemic drinkers to indulge in a more premium, dessert-driven whiskey-drinking experience.
Brands like Howler Head and Fireball immediately come to mind, making this nostalgia-inspired, s’mores-flavored whiskey make plenty of sense from a business standpoint. Still, it could be a risky move if Zamanian is at all concerned with his image among whiskey enthusiasts, who for the most part turn their noses up at flavored releases. It’s easy to envision whiskey-heads viewing this as a cash grab and step in the wrong direction for Zamanian.
“I am excited to finally share Mash & Mallow and hope to continue inspiring a new generation of thrill-seekers through unexplored flavors,” Zamanian said.
Mash and Mallow is available at specialized stores in California, Colorado, Florida, Georgia, Illinois, Kentucky, Louisiana, Massachusetts, Maryland, Michigan, New Jersey, New York, South Carolina, Texas, Washington and Wisconsin.
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