Rock and Rye: Whiskey for the younger crowd

07 : 08 : 2013 Vintage : Hochstadter : Slow & Low

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.

You have 2 free News articles remaining. Sign up to one of our membership packages from just £100 a month.
View Subscription Offers Sign in

What do we use cookies for?

We use cookies to enable the use of our platform’s paid features and to analyse our traffic. No personal data, including your IP address, is stored and we do not sell data to third parties.

Learn more