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Basil Hayden Toast A New Bourbon Marrying Innovation And History

The premium Beam whiskey label Basil Hayden recently launched the newest addition to its portfolio, Basil Hayden Toast, consisting of an entirely new mash bill that the Beam family says breaks away from preconceived notions of American whiskey, looking to deliver a spirit for both familiar and new bourbon drinkers.

This new iteration of Basil Hayden, crafted by eighth generation Beam family distiller Freddie Noe, Toast is created in part through the use of a secondary toasted barrel and brown rice.

In lieu of traditional rye grain, Basil Hayden Toast is made using American-grown brown rice which, according to the brand, imparts a hint of sweetness and a touch less spice, while a secondary toasted barrel finish draws out notes of caramelized sugar and toasted wood.

Basil Hayden Toast
Basil Hayden Toast (image via Beam-Suntory)

After aging, the toasted brown rice bourbon is blended back with more brown rice bourbon, which has been rested in level four char barrels, to achieve a final product with complex flavors. The distillers found the new bourbon to be grounded in sweet vanilla and rich roasted notes.

“Basil Hayden Toast is truly a whiskey for fans of all taste and experience levels to share,” Freddie Noe said in a prepared statement. “When my grandfather Booker Noe first made Basil Hayden, his intention was always to create bourbon that opened people’s minds to what bourbon can be.”

Inspired by Booker’s mission, Freddie said he’s spent many years working to produce a new bourbon that speaks to this sense of discovery.

“The unexpected addition of brown rice, as well as the toasted barrel finish of Basil Hayden Toast does just that. It delivers an intriguing avenue into the warm and memorable bourbon sipping occasion,” he said.

In addition to being the newest permanent expression to join the Basil Hayden portfolio, Basil Hayden Toast marks the debut of a packaging update for the brand that looks to elevate its distinctive brand asset – the monogrammed belt.

This new packaging will be featured across the portfolio, while leaving the liquid inside untouched.

“As one of the fastest growing premium bourbons on the market, Basil Hayden has been quick to respond to the increasing demand for elevated offerings in the bourbon category,” said Jonathan Marks, senior brand director at Beam Suntory. “The launch of Basil Hayden Toast is a testament to our expanding fan base and an exciting moment in our continued journey to redefine what it means to be a whiskey.”

Basil Hayden Toast is now available across the United States at a suggested retail price of $49.99 for a 750mL bottle that comes in at 80 proof.

And to celebrate the launch of Toast, Basil Hayden is partnering with contemporary design studio and manufacturer, Fort Standard, to help one prize winner level up their entertaining space with a custom-made oak home bar crafted to show off the new toasted oak bourbon.

For more information on how to enter for a chance to win, you can check out @basilhaydens on Instagram.

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