Press Package for East London Blend Whisky 2021
Credit: Charlie McKay
Questions? Email Ashley at firstname.lastname@example.org
EAST LONDON LIQUOR CO. LAUNCHES NEW BLENDED WHISKY, EXCLUSIVELY AVAILABLE THROUGH 31DOVER.COM
1 February 2021 | London Marrying East London Liquor Co.’s iconic London Rye® Whisky with California’s Sonoma Distilling Co. Bourbon, comes the new East London Blend Whisky out of Bow Wharf. With only 600 bottles available for this new cross-Atlantic collaboration, the 2021 blend is exclusively available through 31Dover.com, both through their online shop and wholesale arm, and can be yours for £84.95, just in time for Valentine’s Day.
Sonoma Distilling Co’s Adam Spiegel has created a Bourbon that brilliantly highlights their American corn, rye and wheat to pair off with East London’s own rye and malt mash bill to create a blend that hits all the right notes. Before being blended, these whiskies were finished in a combination of oloroso, Douro Valley red wine, and STR (shaved/toasted/recharred) sherry casks.
A match made for the glass, the East London Blend kicks off with big aromas of brandy-soaked cherries, smacks of peanut butter, chocolate and sweet iced tea, before wrapping up with ripe apricots and cinnamon. Sweet corn, fresh grass and honeysuckle all lovingly vie for your attention on the palate, before you’re hit with umami flavours of peanut butter and leather. The East London Blend Whisky comes in at 48% ABV, and tastes phenomenal on its own, in a Sazerac, or really anyway you want to enjoy it.
All 600 bottles of East London Blend Whisky will be available exclusively through 31Dover.com, the UK’s fastest growing online retailer. Mike Beavan, COO of 31Dover.com said of the partnership:
“We are delighted to begin our journey with the remarkable and pioneering East London Liquor Co. by offering their 2021 East London Blend exclusively through 31DOVER.com. Having tasted the whisky myself, it highlights the immense talent they have at their distillery in East London and further amplifies their message of offering quality liquids at great prices. At 31DOVER.com, we only champion those brands we truly believe in and I can’t wait to see where this partnership will lead us in the future.”
Notes to editors
East London Liquor Company press information:
Ashley Hunka +44(0)7711701618 | email@example.com
For more information on sales: firstname.lastname@example.org
East London Liquor Company | 221 Grove Road | Bow Wharf | London | E3 5SN
Sonoma Distilling Company’s focus is grain to glass. Through a mindful approach, hard work, and time-honoured techniques, they are committed to producing world-class whiskeys.
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