LWC Drinks, the UK’s largest independent drinks wholesaler, has signed an exclusive agreement to bring Iron Wheel Bourbon to the UK on-trade. Made by Sazerac, one of the leading global spirits producers, the 40% ABV straight bourbon pays homage to the land, history, and craft of real whiskey making.

Under the new partnership, from the 1st of February Iron Wheel will join LWC’s Signature Brands portfolio as its premium whiskey offering, showcasing the authentic Kentucky bourbon to the wholesaler’s 15,000+ customers.

The Story

Until the late 1800’s agricultural equipment in the U.S. typically had unreliable wooden wheels which ultimately limited crop yields. A patent for a light dependable iron wheel design was filed in 1884, and by 1891 around 300,000 iron wheels per year were being manufactured. Farmers saw immediate increases in the quality of their crops, providing distillers with an abundance of fine corn to create their much-loved whiskeys.

The Whiskey

Made with the finest American-gown corn, Iron Wheel has been oak barrel rested to ensure the smoothest of finishes.

With subtle corn notes and nuances of vanilla, caramel and oak, Iron Wheel is a versatile whiskey, perfect neat, on rocks, with a mixer or as a whiskey-cocktail base.

Nic Ponticakis, Spirits Category Manager at LWC Drinks commented: “We are absolutely delighted to bring Sazerac’s Iron Wheel to the UK on-trade. With consumer interest in whiskey and bourbon continuing to gain momentum, the market has been calling out for a new, authentic offering and Iron Wheel hits the nail on the head – it’s a truly excellent whiskey at an accessible price point.

“We have a number of upcoming regional launch events planned to introduce the brand to the local markets and we can’t wait to get this incredible spirit out there.”

Steve Mann, Sales Director for Sazerac UK commented: “We are thrilled to announce our partnership with LWC’s Signature Brands. LWC has a firm reputation for product, service and knowledge, which combined with its impressive national footprint and scale offers up the ultimate recipe for success. We cannot wait to get Iron Wheel into the hands of the UK on-trade and into the glasses of the UK consumer.”

Iron Wheel is available through LWC Drinks from the 1st February, with regional launch events taking place across the country over the next month.

Outlets interested in stocking Iron Wheel should contact their LWC Account Manager or their local LWC Depot: https://www.lwc-drinks.co.uk/contact/

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