East London Liquor Whisky 2020 Lifestyle Pictures
Press images for East London Liquor Co's 2020 Whisky Release.
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Lifestyle images of both the London Wheat and London Rye® (London Rye® is a registered trademark).
Credit: Charlie McKay
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ONE FINGER OR TWO?
EAST LONDON LIQUOR CO. LAUNCH TWO NEW WHISKIES, INCLUDING THEIR FIRST-EVER DISTILLERY EXCLUSIVE
23 November 2020 | London The top of a crème brûlée, bird’s eye chillies, fresh pineapple and peanut butter. No, this isn’t a new lockdown recipe, but rather a few of the tasting notes from the team at East London Liquor Co. for their 2020 whisky releases.
Launching just in time for the holiday season, they have a new take on their London Rye® Whisky and their first take on a London Wheat Whisky. Both whiskies come in at 47.2% ABV and retail at £75.
Released in their new rebrand style, these whiskies were made to be drunk, and not just to sit gathering dust on the shelves. A labour of love from the distilling crew, they’ll be enjoying the whiskies in Sazeracs, Old Fashioneds, over the rocks, and even enjoying it neat in the bathtub. For the full team tasting and production rundown, visit https://vimeo.com/463063657.
With differing mash bills, distillation styles, and casks, the focus for Whisky Distiller, Andy Mooney, and the ELLCo. distilling team is to showcase how every component of the whisky matters. “We want to make good booze for good people, and we try our best to showcase our ethos in all of our products. The whisky is no different,” says Mooney. “Every step is crucial, from the grains and yeast that we use, through the fermentation process, distillation technique, ageing and final bottling. The team has put a lot of love into this, and we’re excited to release it.”
The London Rye® Whisky is 42% rye and 58% pale malt, a combination of double pot and column distilled, and aged in French oak, chestnut, STR (shaved, toasted and recharred) sherry, and bourbon. Meanwhile the mashbill of their London Wheat Whisky is a combination of 5% corn, 30% heirloom malted barley, 30% malted wheat and 35% unmalted wheat. It was double pot distilled before being aged in new French oak, and Sonoma rye and bourbon casks.
“We know this holiday season is going to look very different than normal for most people, so we wanted to offer something special to enjoy. Our 2020 London Rye release this year is my favourite so far, with beautiful spicy notes balanced by a rich sweetness from the Sherry cask, and the savoury, green coffee notes from the Chestnut cask. If you are able to make it to one of our bottle shops, you’ll be able to grab a bottle of our distillery exclusive Wheat whisky. This is our first take on a wheat whisky, and the flavours of sweet popcorn, roasted nuts and milk chocolate are perfect to curl up with.”
-Alex Wolpert, Founder of East London Liquor Co.
London Rye® will be available through eastlondonliquorcompany.com and East London Liquor Co. bottle shops, Master of Malt, The Whisky Exchange and bottle shops across the capital. For the first time, the distillery will have an exclusive for their new London Wheat, which will only be available through their online shop, Bow Wharf and Borough Market Bottle Shops.
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#ELLCwhisky #LondonRye #LondonWheat
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Notes to editors:
East London Liquor Company press information:
Amelia Edgell-Cole +44(0)7801228853 | email@example.com
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East London Liquor Company | 221 Grove Road | Bow Wharf | London | E3 5SN
THE PEOPLE’S DRINKS COMPANY: Great spirits without the crafty bullshit.
East London Liquor Company has always stood against expensive mediocrity. Everyone should have good booze for good prices from good people. It sounds radical, but it shouldn’t.
Since July 2014, they have been producing and importing a range of spirits, including gins, vodka, rum and whisky. They currently distribute their award-winning spirits throughout the UK and internationally to over 20 markets.
East London Liquor Company strives to be as commercially ethical as possible and have always proudly supported the London Living Wage. Founded by Alex Wolpert; Mikey Pendergast is their Global Brand Ambassador and Tom Hills and Andy Mooney are responsible for distillation.
HOW IT ALL BEGAN
Actor-turned-bartender, Alex Wolpert, left drama school in 2006 and spent his 20s living in East London, working behind bars, finishing at 4am. At the time, big brands were investing big to stay big, before independent craft spirits rocked up, some with crazy price tags that were supposed to signify high quality.
Exasperated by customers calling for only expensive brands to make the perfect drink, Alex thought maybe the time had come to quit his job and to fight for everyone that wanted affordable excellence, but without the vanity pricing and packaging. Until then, no one had dared to make a great spirit and sell it at a great price. It was in 2013 when a friend challenged Alex to set up his own business. The next day Alex asked his inner circle of friends if he should do it. They all said no. So, he did it anyway.
Six months later he borrowed against his Hackney flat, convinced the bar owners of Barworks (his bosses at the time) to invest in his vision and cycled the waterways of East London until he found a disused glue factory warehouse-cum-boozer that had closed down, next to Victoria Park. He then ordered two copper pot stills from Germany, found a 23-year old biochemist-turned-distiller, Tom Hills, and an East London bartender, Mikey Pendergast, to help build his dream. In 2014 Alex set up East London Liquor Company. In the first year the team of five were producing 1,000 bottles of gin a month for East London bars and restaurants.
In 2018 ELLCo. launched London’s first Rye Whisky in over a century, crowdfunded over £1m in 36 hours, and in 2020 was appointed to create the next generation of Royal Botanic Garden, Kew's range of spirits (having earned their stripes producing special editions for London institutions including The Royal Academy of Arts, the Barbican and Transport for London).
Today the down-to-earth and independent distillery produces and imports over 15,000 bottles a month of award-winning gin, vodka, whisky and rum served by some of the best bartenders in the world, exports to over 20 markets and was valued in 2018 at £16.5m (post Crowdcube fundraise).
East London Liquor Company Awards for the Liquid:
Double Gold for London Dry Gin | Gin Masters 2015
Silver for London Dry Gin | San Francisco World Spirits Competition 2018
Silver for East London Gin | International Spirits Challenge 2020
Masters for Batch No.1 Gin | Gin Masters 2016
Gold for Premium Batch No.1 Gin | San Francisco World Spirits Competition 2018
Silver for East London Batch No.1 (Brighter Gin) | International Spirits Challenge 2020
Silver for Batch No.2 Gin | International Spirits Challenge 2015
Silver for Batch No.2 Gin | Gin Masters 2015
Silver for Premium Batch No.2 Gin | San Francisco World Spirits Competition 2018
Silver for East London Batch No.2 (Louder Gin) | International Spirits Challenge 2020
East London Liquor Company Awards for the Distillery:
Gold for Consumer Experience | The Distillery Masters 2016
Master for Distillery Innovations | The Distillery Masters 2016