From Shanken News:
Beam Inc. is targeting the hot U.S. rye whiskey market with one of its fast-growing small-batch Bourbon brands, Knob Creek. The company is currently rolling out its Knob Creek Rye variant nationwide. The new offering is 100-proof and will sell for $40.99 a 750-ml. The launch is being backed by a partnership with celebrity chef Michael Symon, who will create cocktail and food recipes involving the brand for the summer, fall and holiday seasons and design a limited edition label for Knob Creek’s flagship Bourbon for the holidays.
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