Press release:
Brown-Forman Releases Collingwood Canadian Whisky
Introducing the only toasted Maplewood mellowed Canadian whisky
February 14, 2011, Louisville, Ky. – Brown-Forman announces the release of Collingwood, a new premium Canadian whisky which is set to hit shelves in February. Collingwood will be the only Maplewood mellowed Canadian whisky available on the market.
Every batch of Collingwood starts with the finest Canadian grains, pure spring water from Ontario’s Georgian Bay and its very own, hand-crafted, Maplewood mellowing process. The whisky is triple distilled for smoothness and then matured in white oak barrels. In Collingwood’s unique finishing step, the whisky rests with toasted Maplewood to complete its smooth character.
“By now, people have figured out fancy bags and bottles don’t make great whisky, it’s what’s inside that counts,” said Brown-Forman Master Distiller Chris Morris. “With passion and perseverance, we set out to create nothing short of the smoothest Canadian whisky ever made. Collingwood has arrived to set the new standard for smoothness and to revolutionize the Canadian whisky category.”
The gentle Maplewood mellowing process Collingwood undergoes is something unique in the Canadian Whisky category. It has a refined character that can be enjoyed on the rocks or mixed in a whisky cocktail.
Collingwood’s unique over-cap, flask shaped package was created by the media & design group at Brown-Forman based in Louisville, Kentucky.
“The brand objective was to communicate and personify smoothness to the discerning whisky drinker,” said Webb Blevins, Global Creative Director at Brown-Forman. “We believe Collingwood is the smoothest whisky ever made, and because of this, we wanted the package to really show off the liquid inside. We tried to immediately communicate premium without shouting or trying to impress, because Collingwood is for those who have nothing to prove to anyone but themselves.”
Collingwood will launch an ad campaign to coincide with the product’s release in several trade magazines and out of home billboards in launch markets. Available in Florida, Kentucky, Louisiana and Texas initially, more markets will be added later in 2011. Each bottle is presented at 80 proof with a suggested retail price of $26.99 for a 750ml bottle.
