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HERCULES MULLIGAN LAUNCHES EYR & RYE

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Hercules Mulligan

Press Release

New York, NY (January 23, 2023) – Born out of the COVID-19 pandemic, Hercules Mulligan quickly became one of the fastest growing ready-to-drink brands in the country, making a splash in the crowded $4.4 billion RTD industry. After creating its award-winning Irish-American Old Fashioned, Hercules Mulligan Rum & Rye, to much acclaim, the brand is introducing its second iteration, Hercules Mulligan Eyr & Rye, a limited-edition Irish-American Manhattan with just 2,000 coveted bottles available via Flaviar starting today.  

Hercules Mulligan the brand was inspired by the man himself – the tailor, Irish immigrant, spy and unsung hero of the American Revolution. Similarly to the Rum & Rye, the brand wanted to add an Irish twist to the classic Manhattan cocktail to honor Hercules Mulligan the man. Hercules Mulligan Eyr & Rye is a blend of four spirits, including three American Rye Whiskies and one Irish Whiskey, with a touch of cherry bitters and all-natural sweet and sour cherry juice. While simple in nature, this bottled Irish-American Manhattan is perfect savored right out of the bottle – on the rocks – while also proving to be an incredibly mixable ready-to-drink product making it a must-have for at-home imbibing and entertaining, as well as for professional bartenders alike.

Nearly three years ago, Hercules Mulligan co-founder and spirits industry veteran Steve Luttmann teamed up with Grisa Soba, co-founder of Flaviar, leading members club for fine spirits enthusiasts, and Mario Mazza of Mazza Vineyards, who became the master distiller for Hercules Mulligan Company. The trio – affectionately referred to as “The Three Musketeers” – have led the company to become one of the best-selling new brands in the liquor direct-to-consumer industry.

“We had a few goals for our next RTD product, and one of those goals was to further explore classic whiskey cocktails,” said Luttmann. “The Ery & Rye is a bottled Manhattan, which we feel is a natural next step for the brand. We started with Rum & Rye, a bottled Old Fashioned, and the Manhattan is not only a classic cocktail, but a classic rye cocktail. We found that the combination of Rye Whiskey and Irish Whiskey works really well together.”

Noah Rothbaum, Flaviar’s Head of Cocktails & Spirits added, “Hercules Mulligan keeps reinventing the bottled cocktails category and its new limited-edition Eyr & Rye is an innovative blend of two whiskey stalwarts.”

Hercules Mulligan will release just 2,000 bottles in the first batch of the Eyr & Rye, available exclusively on Flaviar starting today. Just as the brand did with its Rum & Rye, it will take into consideration consumer feedback from the Flaviar community to help shape the RTD and then launch the product into traditional markets next year.

Luttmann added, “The Flaviar community really helped build our company from the start, making Hercules Mulligan the number one rated brand on the platform after the launch of the Rum & Rye. It has proved so popular with one of the highest repurchase rates on Flaviar that we trust this process and have chosen a similar path for the Eyr & Rye.”

Hercules Mulligan Eyr & Rye 750 mL, 43% ABV, SRP $45. Now available on www.Flaviar.com. For more information on the brand, visit www.herculesmulligancompany.com.

About Hercules Mulligan


Named for the until recently little-known tailor, spy, and hero of the American Revolution who changed history and secured freedom for all, Hercules Mulligan is based on a unique recipe from the period. It’s what Mulligan, the man, stood for, and it’s what this Rum & Rye blend embodies: a spirit of independence.

Launched on November 25, 2019, the anniversary of Evacuation Day, this historical recipe is simple in its nature - Rum, Rye Whiskey, fresh Ginger & Bitters - yet utterly complex and delightful; a unique composition which tickles the nose and loosens the lips.

Quality is etched in Hercules Mulligan’s DNA, as it uses real, honest, actual natural flavors, none of this WONF [Natural flavors with other natural flavors] tomfoolery. It’s a true craft cocktail in a bottle – picking up awards and rave reviews for how it delivers an Old Fashioned with ease. The best way to savor its flavors is sipping it on the rocks. Simplicity for the win.

AWARDS: Double Gold Medal in San Francisco World Spirits Competition 2020

About Flaviar:


Founded in 2012, Flaviar is the world’s largest premium spirits club, with operations in the US and Europe. Flaviar offers a better way to experience fine spirits.

Flaviar members enjoy a full suite of benefits, including quarterly tasting boxes supported by video on demand expert tasting guides and full-size bottles sent directly to their home, invitations to exclusive spirits events, access to rare and original spirits available only to members, free shipping, over 200K member reviews and more.

Flaviar is here to help more people try more new things more often.

Flaviar membership is $300 per year, or $95 a quarter.

For more information visit www.flaviar.com

published by: BBTEAM

January 23, 2023
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