Mash & Mallow Whiskey Targets Younger Demos Who Love Adventure

Rye whiskey was Don Draper's beverage of choice on "Mad Men," but a new generation of drinkers likes it with a twist.

That explains Mash & Mallow, a newcraft whiskey brand. It contains chocolate, toasted marshmallow and graham cracker flavors. Think s'mores in a bottle, with added kick. The whiskey’s mash bill features 97% corn whiskey and 3% rye whiskey.

According to the company, the target audience is men and women in their 20s and 30s, outdoor lovers with a playful spirit for adventure.

Mash & Mallow is utilizing its social-media presence on Facebook and Instagram and activating influencer partners to gain buzz.

Founded by Kentucky Bourbon Hall of Fame Whiskey Maker, Kaveh Zamanian, in partnership with Pernod Ricard, Mash & Mallow is pushing the boundaries of whiskey making.



"Today’s whiskey drinkers continue to embrace nontraditional and classic culinary recipes in spirits," said Zamanian. "I wanted to create a smooth, irreverent whiskey that is so good you’ll take it with you anytime adventure calls."

This is the second launch in a series of collaborations between Zamanian and Pernod Ricard. In August, the Mary Dowling Whiskey Company debuted its premiere whiskey lineup, featuring two distinctive expressions: Tequila Barrel and Double Oak Barrel.

The brand’s commercial support in the U.S. is led by Castle Brands.

A leader in the spirits and wine industry, Pernod Ricard's portfolio includes numerous brands, such as Absolut vodka, Ballantine’s, Chivas Regal, Glenlivet Scotch whiskies, Jameson Irish whiskey, Martell cognac and Mumm and Perrier-Jouët champagnes.

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