Hotaling & Co. is proud to announce the relaunch of the legendary whiskey brand, Old Potrero Straight Rye Whiskey, credited as the first American Craft Whiskey to hit the market since prohibition. The Old Potrero relaunch will feature new packaging and bottle design geared towards today’s contemporary whiskey drinker, who appreciates an excellent dram with an iconic heritage and a modern-day appeal.
Originally created by Fritz Maytag, the beverage visionary and founder of Hotaling & Co., (formerly Anchor Distilling Co.), Old Potrero Rye Whiskey is a bold homage to the original artisanal whiskies of America, a testament to the power of the pioneering spirit and the celebrated return of pot-distilled whiskey in the United States. Since 1994, the whiskey has been distilled in small copper pot stills at the San Francisco-based distillery, and in 2010 was passed down to current Master Distiller, Bruce Joseph, who has worked alongside Fritz since the first barrels were laid in the early 90’s.
“We are thrilled to usher Old Potrero into a new era,” says Master Distiller, Bruce Joseph. “With the same bold liquid within, Old Potrero’s new packaging and bottle embody the boldness of its home-base, San Francisco. A city that’s resilient, creative and richly historic, just like Old Potrero.”
The new packaging redesign, created by design agency Stranger & Stranger, features a dark wooden top with a natural cork stopper stamped with Old Potrero branding for a premium craft feel. The bottle’s perforated edges and ticket-style copy holding devices connect back to the historic cable cars of San Francisco. And the new label features the same copper pot still used at the distillery since its inception as well as one of the world’s most celebrated and iconic sights – The Golden Gate Bridge. The font, Fog City Gothic, is used throughout the label as a nod to the type used on signage seen throughout San Francisco.
“The bottle’s design was inspired by the juxtaposition of San Francisco’s architecture, between the past and the present,” says Luis Rivas Ball, Senior Brand Lead American Whiskeys at Hotaling and Co. “From the perforated edges and ticket-style holding devices that connect back to the cable cars to the copper pot still and Golden Gate Bridge in the logo, Old Potrero is a true representation of San Francisco.”
Although the brand is launching a bold and eye-catching new design, what’s inside will remain unchanged – the same award winning 100% malted rye whiskey, now aged longer for added smoothness and complexity. Highlights on the Old Potrero Straight Rye Whiskey 6 years-old and the Old Potrero Old Single Barrel 100% Malted Rye Whiskey are as follows:
Old Potrero Straight Rye Whiskey 6-Year-Old (SRP $64.99) marked the official return of pot distilled rye whiskey to the US. Distilled from a 100% malted rye mash bill in the same copper post still since the 1990’s, the liquid is then matured in new, charred, 24-month air dried, extra-fine grain, American white oak barrels for a minimum of six years. Tasting notes include brown sugar, black cherry, spice, and maple with a nutty finish, satisfying the enthusiast’ desire for bolder flavors and higher strength whiskeys.
Old Potrero Straight Rye Whiskey 6-Year-OldOld Potrero Straight Rye Whiskey 6-Year-Old review
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