Beam Suntory announced it’s giving Old Overholt an upgrade. Once a Pennsylvania juggernaut, Old Overholt largely fell out of fashion with the fall of Pennsylvania rye. Jim Beam acquired the label in 1987 and sputtered it along the bottom shelf since.
Today, Overholt gets a big shot in the arm. Beam Suntory is adding a 114 proof four-year-old rye and a 92.6 proof 11-year-old rye whiskey later this year. The standard Old Overholt will increase from 80-proof to 86-proof and will be non-chill filtered, while the packaging will feature the true likeness of Abe Overholt, a red cap similar to the original and factual updates, such as “Born in PA” and “Made in KY.”
Beam notes the latest depiction of Overholt shows good old Abe “grumpy,” more like his original self, which, hey, grumpy old men sell these days, so why not?
Old Overholt Straight Rye Whiskey and Old Overholt Bottled-In-Bond Rye Whiskey, whose only change is the factual label updates, will be available in March in all major markets nationwide for suggested retail prices of $17.99 and $24.99 respectively, a nominal $1 price increase. No pricing was immediately available for the 114 proofer and 11-year-old, but they will be available in select markets.
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