The concept of ‘product placement’ has moved up a gear in the US, where Next Century Spirits has created an American whiskey specifically for a new drama series.
TruthTeller 1839 Bourbon, an “oak-forward” whiskey from the North Carolina-based spirits-finishing specialist, will appear in an episode in November of ‘Monarch’, a drama that debuted on Fox yesterday that centres around the country music scene. The Bourbon, which is based on a main character played by singer Trace Adkins, is available to pre-order online through ReserveBar with an SRP of US$55 per 750ml bottle.
The 47%-ABV expression, which does not carry an age statement, comprises a straight Bourbon that has been “double-barrelled”, according to Next Century.
Monarch, which also stars Susan Sarandon, will move to a regular one-hour slot on Fox from Tuesday next week.
Earlier this year, Next Century confirmed three internal promotions of executives with previous experience at Beam Suntory, Diageo and Pernod Ricard.
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