Rabbit Hole Debuts New Branding with Heigold High-Rye Bourbon

Rabbit Hole has expanded its offerings with the addition of Heigold Kentucky Straight Bourbon Whiskey — a high rye bourbon. This new release also features Rabbit Hole’s newly enhanced branding, with proper names for all its products, new and existing.

Showcasing the kind of unusual mashbills that Rabbit Hole is known for, Heigold is comprised of 70% corn, 5% malted barley and 25% malted rye.

Made with a proprietary cooking process and distilled at Rabbit Hole’s distillery in Louisville, Heigold is aged in #3 wood-fired, toasted and charred new American Oak barrels. Like all products in the Rabbit Hole portfolio, it has a low entry proof of 110. Aged for just under four years, Heigold is not chill filtered, and is 95 proof.

“When it came to developing the recipe for Heigold, I stepped away from the conventions of high rye bourbon to create a unique mash bill that features the highest quality malted rye imported from Germany,” explains Rabbit Hole Founder and Distiller Kaveh Zamanian.

With a sweet nose that evokes toasted malt, Heigold brings forth creamy notes of butterscotch with bursts of citrus, the company says, and finishes with notes of pepper and spice.

Rabbit Hole Heigold High Rye Straight Bourbon Whiskey will be a full-time addition to the Rabbit Hole collection of American whiskies. Heigold will debut at on- and off-premise locations beginning in late September, and will sell for a suggested retail price of $69.99 per 750-ml. bottle.


Heigold was named after Christian Heigold, a German immigrant who was a stonemason by trade. Taken with his love of America and his hometown of Louisville, he adorned the façade of his 19thcentury mansion with American icons, honoring the U.S. for the opportunity given to immigrants like himself. Heigold mirrors the patriotism and passion for Louisville that is shared by Rabbit Hole’s founder/whiskey maker Kaveh Zamanian, the company says, he himself an immigrant who loved the U.S. before he ever set foot on American soil.

Updated Branding

Heigold is presented with Rabbit Hole’s new branding. Each of Rabbit Hole’s expressions now follows this new approach to branding, an initiative that Kaveh and his team developed more than a year ago.

“Now and moving forward, every product will have its own identity, while laddering up to the Rabbit Hole brand,” explains Michael Motamedi, CMO. “Rest assured that although our whiskeys have new monikers, they’re all the very same liquid that’s been sipped and savored since we came on the scene.”

In addition to Heigold, the Rabbit Hole portfolio features three core whiskeys. Like Heigold, these whiskies have now been given proper names that reflect other Louisville influencers who have gone down “rabbit holes” of their own.

These whiskies are:

  • Rabbit Hole “Cavehill” Kentucky Straight Bourbon Whiskey
  • Rabbit Hole “Boxergrail” Kentucky Straight Rye Whiskey
  • Rabbit Hole “Dareringer” Straight Bourbon Whiskey Finished in PX Sherry Casks

Rabbit Hole recently entered into a partnership with Pernod Ricard.


Please enter your comment!
Please enter your name here