The partnership will also include a suite of initiatives, including a sweepstakes where a lucky winner will get to experience a MICHELIN Star weekend – inclusive of fine dining and luxury accommodations.
In addition to the pop-ups, Basil Hayden will serve as an official partner of the 2023 MICHELIN Guide ceremonies and will present the MICHELIN Exceptional Cocktails Award.
Kicking off this June, the co-branded footprint will feature a diner-inspired exterior that gives way to a surprise, high-end cocktail bar where attendees of legal purchase age or older will enjoy Basil Hayden craft cocktails paired with MICHELIN-inspired small bites.ĭesigned as an inclusive entry point into the world of Basil Hayden and the MICHELIN Guide, attendees will depart having discovered new pairings and new occasions for bourbon.
One of the most anticipated events is an immersive “tasting garden” that will travel to popular food festivals across the U.S. ” Our goal for this new partnership is to bring MICHELIN-level events to the consumer and show how sophistication and quality can be enjoyed by all.” “Consumers seek out MICHELIN and Basil Hayden for similar reasons: They want an elevated experience,” Cara Cornelius, vice president of food and travel experiences for MICHELIN Americas, said in a news release. to showcase refined culinary and spirits in order to invite consumers to unlock high-end experiences.Ĭreated in 1992 by Booker Noe as part of the Small Batch collection, Basil Hayden introduced a more subtle side of bourbon compared to its counterparts, offering cocktail devotees, bottled at 80 proof. Lastly, I drop a bomb about SKU sprawl and what will happen when larger companies create more finishes that will squeeze out shelf space for smaller brands.Basil Hayden became the official American whiskey of the MICHELIN Guide U.S. We wonder why don’t consumers ask more questions to hold companies responsible about the finishing processes and potential quality drops. What used to be a means of innovation has turned into a chase to find the most exotic woods and multi-cask finishes to keep fans asking, what’s next? In this episode, Ryan, Fred, and myself dive into the history of cask finishes and question whether double oaked bourbons are still considered pure bourbon. Where did it all go wrong? Or maybe it’s not even wrong, but secondary cask finished bourbons seems to all the rage.
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