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Rock and Rye: Whiskey for the younger crowd
Philadelphia – Hochstadter’s Slow & Low Rock and Rye is a pre-mixed, Old-Fashioned cocktail marketed to a younger generation of whiskey drinkers.
The drink references a 19th-century cocktail, the Rock and Rye, which was rye, sweetened with rock candy. While whiskey has long been the tipple of older men, Slow & Low’s marketing campaign of beautiful women with languid gazes and its flavour profile of orange, honey and rye are designed to appeal to younger customers. The more mellow-tasting drink is as good served straight as it is in a cocktail, which is ideal for the under-30s.
To learn more about trends in alcohol read our Alcoholic Drinks Market report.
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