Country Crock has a new whiskey? Yes, you read that right. The brand known for its buttery spread has set its sights on raising awareness of critical sustainable farming practices through the recent development of the “Cover Crop Whiskey” program.
The Cover Crops Project provides Kansas-area farmers with financial resources and training to plant cover crops.
For decades, Country Crock has depended on soybeans grown by Kansas-area farmers to make its buttery spread. But today’s farmers are dealing with soil fatigue from planting and harvesting the same crops over and over again, which leads to soil erosion and deteriorating nutrients in the soil.
There’s now a focus on a sustainable solution, cover crops. Like cereal rye for instance, which are plants grown in between harvested crops to improve soil health by returning nutrients, minimizing pests, and increasing water retention.
This has proven to be a sustainable way to keep the land healthy and reduce greenhouse gas emissions by returning carbon to the soil as a nutrient.
As part of The Cover Crops Project, Country Crock asked Kansas City neighbor and distiller J. Rieger & Co. to make a one-of-a-kind, limited-edition bottle blended with a touch of whiskey distilled with cover crop cereal rye.
This special batch of rye whiskey was born from the same Kansas City area which farms the soybeans that find their way into Country Crock.
Chris Turner, executive creative director at the advertising giant Ogilvy, said in a prepared statement, “Cover crops are a game-changer for maintaining healthy farmlands. We were thrilled that Ogilvy could help raise awareness for sustainable farming practices through this limited-edition Cover Crop Whiskey.”
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The distiller’s notes show that Cover Crop Rye Whiskey is “buttery smooth,” and the small batch expression is limited to only 500 bottles. It clocks in at 46.5% ABV and has a suggested retail price of $40.
For more information, check out the video at www.ogilvy.com/work/country-crock-whiskey.
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