In finding new ways to keep the name and ‘spirit’ alive of the immortal Elvis Presley, two newly-launched Tennessee whiskey and rye were named after him. The former has been named Tiger Man after Presley’s iconic nickname while the rye is being called The King, an obvious reference to the singer’s status as ‘King of Rock n’ Roll’.
The alcohol was launched under the name Elvis by Grain & Barrel Spirits, a South Carolina based company, in partnership with Elvis Presley Enterprises, who manage the singer’s estate, according to an article published in Robb Report. The beverage platform is famed for its brands like Chicken Cock Whiskey, Virgil Kane and launching Dixie Vodka, the official vodka of NASCAR, known for its stock car racing.
Both bottles have black and white pictures of Elvis performing with a guitar slung around his neck, while the letters TCB has been put on the neck label, a reference to the phrase ‘Taking care of business’ used by Presley, states Robb Report. It further reveals that both the rye and whiskey have been priced at US$ 50 for 750 ml bottles.
Business Wire reported that both the alcohols were sourced and blended by an expert team of whiskey experts and bottled in Tennessee itself. It also quoted Matti Anttila, the founder of Grain & Barrel Spirits, as saying, “Given our expertise within premium whiskey, the Elvis expressions are a natural fit for Grain & Barrel Spirits. Elvis was one of the most significant cultural icons of the 20th century and continues to inspire his fans today. We look forward to launching the brand, which is sure to be a highly sought after collector’s item.”
Both the rye and whiskey are bottled at 90 proof. While the rye is flavoured with vanilla, toasted oak and butterscotch, the whiskey found sweet-toasted maple and creme brulee as giving its distinguishing taste.