• by Fern Siegel , September 26, 2023

In May, Basil Hayden Bourbon, a high-rye Kentucky small-batch straight bourbon, became the official American whiskey of the Michelin Guide U.S.

The brand showcased the partnership by providing co-branded pop-up experiences at summer food festivals and upcoming ones, including the New York City Wine & Food Festival in mid-October and the San Diego Bay Wine & Food Festival this November.

Gradient Experiential agency handles the immersive experiences.

The company just added a new permanent offering: Basil Hayden Malted Rye. The super-premium bourbon expanding the company's award-winning whiskey line, while introducing a new flavor profile within the rye category.

This time, however, there won't be an ad push. The brand will rely on word of mouth. Made by eighth-generation Master Distiller Freddie No, Basil Hayden Malted Rye is created by a distinct malting process that results in delicate sweet spices and floral notes.

Light amber in color, the 80-proof rye, sold nationwide, is refined and light-flavored. Basil Hayden, a division of Beam Suntory, recommends serving it neat.