May 21, 2018
Diesel Launches Whiskey Row in Partnership with Rabbit Hole Bourbon
Diesel presents Whiskey Row, a collection blended by AJ Fernandez and developed in partnership with Rabbit Hole Bourbon, a maverick new distillery making its mark on the bourbon category. Whiskey Row features binder leaves aged in bourbon barrels, in a proprietary process developed by AJ to enhance the profile of the cigar.
Diesel Senior Brand Manager Justin Andrews said, “The partnership between Diesel and Rabbit Hole speaks of going against the grain in traditional industries. Rabbit Hole doesn’t claim to use 12 year old juice or have a 6th generation master distiller, much like Diesel doesn’t claim to be an old Cuban brand or have tobaccos that have been aged for 20 years. Both Rabbit Hole and Diesel are young, energetic brands with a unique go-to-market strategy. We knew the first time both companies sat down, there was a tremendous amount of synergy.”
Kaveh Zamanian, founder and whiskey maker of Rabbit Hole Bourbon said, “Together, cigars and great whiskey have created uncountable moments of quiet joy. Aging fine tobacco in bourbon barrels which were used to age Rabbit Hole Bourbon modernizes that great tradition. We’re excited that our partnership with Diesel gives us a hand in adding depth to what is already a profoundly enjoyable experience.”
The synergy between both brands was brought to life in 2016 when Rabbit Hole Bourbon barrels arrived at Tabalacera AJ Fernandez in Esteli, Nicaragua. AJ placed the Mexican San Andres binder in the bourbon barrels in a special configuration. The tobacco was left to rest inside the barrels, and the amount of air inside was controlled at regular intervals to ensure the bourbon flavors were imparted evenly.
AJ Fernandez says, “A lot of passion went into this process and I am very pleased with the results. Aging the binder leaf in the bourbon barrels added an unexpected layer of flavor and aroma right beneath the wrapper. When you smoke Whiskey Row, you get a unique and complex experience that engages the senses unlike any other cigar I’ve smoked.”
Diesel Whiskey Row features a three-region blend of Nicaraguan tobaccos from Ometepe, Condega and Jalapa, each aged 5 to 8 years, and enveloped in the bourbon-barrel-aged Mexican binder. The entire blend is wrapped in Ecuadoran Habano which is aged for five years.
The spice and full flavor of the Nicaraguan tobacco, with the aroma, flavor and slight sweetness of the wrapper/binder combo delivers oaky flavor notes and hints of bourbon in the aroma. Diesel Whiskey Row is a very versatile, medium-bodied smoke that plays well with bourbon and other complementary flavors.
Diesel Whiskey Row will launch in June with four sizes, each presented in 25-count boxes.
Robusto 5.5 x 52 – SRP per cigar is $7.49
Toro 6 x 54 – SRP per cigar is $7.99
Churchill 7 x 49 – SRP per cigar is $8.49
Gigante 6 x 60 – SRP per cigar is $8.99
Beginning in July, Diesel Whiskey Row events featuring pairings with Rabbit Hole Bourbon will be held at select cigar shops across the U.S. For more information, visit www.dieselcigar.com.
Handcrafted by artisans in Esteli, Nicaragua, Diesel cigars are “bold by design.” The brand challenges the current conventions of the handmade cigar category through the bold, unapologetic style of its Cigar Master, AJ Fernandez. Diesel cigars are unified by their deeply complex flavor which is achieved through AJ’s steadfast adherence to time honored cigar making techniques. Whiskey Row is the second brand in the Diesel portfolio, joining Diesel Grind which debuted in 2017.
About Rabbit Hole
Diversifying the spirits landscape with a modern approach to whiskey is Kentucky-based Rabbit Hole. Born in 2012 by Founder & Whiskey Maker Kaveh Zamanian in the heart of Louisville’s urban bourbon trail, Rabbit Hole unifies heritage techniques with innovative mash bills, creating unique expressions of American whiskey redefining native Bourbon language. With four signature bottles - Kentucky Straight Bourbon Whiskey, Kentucky Straight Rye Whiskey, Straight Bourbon Whiskey Finished in PX Sherry Casks – Fingerprint Edition and London Dry Gin-Kentucky Rye Barrel Finished – Fingerprint Edition – Rabbit Hole turns the whiskey world on its tale, inviting imbibers to take a sip and dive down the rabbit hole, where “there’s no going back™.” Visit rabbitholedistilling.com.