"Spirited" Product Line Expansion on Radar at The Other Guys

on 22/10/10 at 7:56 am


Spirits are high these days at The Other Guys, as the Sonoma-based wine company begins work on a new line of upscale liquor products set for release in the Spring of 2011.

“There’s growing interest in cocktails among the younger demographic — those 21 to 35 years of age,” explained company president August Sebastiani. “We’re seeing lots of new cocktail lounges and old-fashioned speakeasies infiltrating the bar scene, not only in major metropolitan areas, but across the nation. It’s a nostalgic lifestyle movement and a perfect fit for our marketing philosophy, which is to focus on high quality, limited production wines — and now spirits.”

The Other Guys is currently working with four high-end spirits producers to make a botanical gin, straight rye whiskey, aged rum from one of the oldest family rum producers in the Dominican Republic and a small batch bourbon. Yet to be named, the artisanal spirits will be available only on-premise or through fine wine and bottle shops.

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