The Virginia Distillery Company has released its second batch of Courage & Conviction, which is dedicated to Dr. Jim Swan who passed away in 2017 following a 40-year career which supported the science of distilling.
After consulting on a number of distilleries around the world, Dr. Swan found he had a special interest in warm-climate whiskeys. He spent time with Virginia Distillery Co., where he became the mastermind behind Courage & Conviction’s distillate, casks and maturation strategy.
Virginia Distillery Co. CEO, Gareth H. Moore, commented: “It is our honor to dedicate the second batch of Courage & Conviction to Dr. Jim Swan. The mark he left behind on our distillery and our products is truly immeasurable. Courage & Conviction wouldn’t be what it is without his consulting.”
To coincide with the launch the distillery is planning to distribute 120,000 50ml bottles of the new batch across the US. The miniatures will be available to sample at retailers in lieu of off-premise tastings.
The 50ml sampling program will vary in each market, with some markets offering a complimentary mini bottle of Courage & Conviction, where legal, and other retailers will attach a “hitchhiker” mini bottle to other Virginia Distillery Company products in the Virginia-Highland Whisky series.
Markets launching a 50ml size for Courage & Conviction sampling include Virginia, North Carolina, Alabama, DC, Maryland, Massachusetts, Rhode Island, Connecticut, Illinois, Michigan, Missouri, Kansas, Tennessee, New York, Florida, South Carolina, New Jersey and the military channels. eCommerce partners will also be shipping 50ml samples, where legal.
“As the pandemic continues to impact our industry, distilleries, retailers and others are having to adapt and adjust,” added Moore. “We’re excited to be able to offer consumers a taste of our new batch of Courage & Conviction with the mini bottles across Virginia and beyond in a creative and different way. The goal is always to get liquid to lips, and we have conviction that consumers are going to love the samples as much as we do.”
Aged a minimum of three years, Courage & Conviction is distilled on-site using 100 per cent North American malted barley and mountain spring-fed water. The Dr. Jim Swan batch is matured in old world sherry casks, traditional Bourbon barrels and re-coopered cuvée wine casks which adds intensity and complexity to the spirit. A 750ml bottle of Courage & Conviction retails for $74.99.
The first batch of Courage & Conviction, dedicated to Dr. George G. Moore, released earlier this year. Additional releases in the Courage & Conviction line will feature solo bottlings of each cask type, set for Spring 2021.
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