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Bob Dylan’s Heavens Door Whiskey partners with UK distributor
Paragon Brands has been named as the exclusive distributor of musician Bob Dylan’s Heavens Door Whiskey range in the UK.
The news follows Dylan’s whisky brand partnering with Spirits Investment Partnership (SIP) on the creation of the award-winning collection of handcrafted American whiskeys, including its Tennessee Straight Bourbon Whiskey and The Double Barrel Whiskey.
The move is also seeing Dylan’s brand distributor change hands in the UK, with Paragon Brands taking on the range, after a previous partnership with When We Are Giants, the distribution and marketing arm of Drinksology, in 2020.
It also comes as a brand new, 160 acre distillery based in Kentucky USA, is due to open in September 2023, which celebrates the 50th anniversary of Dylan’s seminal song that inspired the brand, ‘Knockin’ on Heaven’s Door’ – originally released July 1973.
Chris Jones, Managing Director at Paragon Brands, said: “Our philosophy at Paragon Brands has always been to work with premium, rare, and unusual
brands that offer UK consumers a point of difference in a crowded marketplace.”
This alliance is said to provide a mutual opportunity to accelerate the growth of the brand in the UK and comes in conjunction with the announcement of a new 160-acre Heaven’s Door Distillery in the so-called “spiritual home” of Bourbon, Kentucky, set to open its doors in September of 2023.
“We’ve seen a real uplift in the industry of brands that have something to say and represent the values of their creators and patrons, with 16% of adults globally more likely to purchase a premium alcohol brand associated with a notable figure they admire and trust.”
“With Dylan as a key partner of Heaven’s Door, he is an integral part of the development process, which makes this an incredibly exciting brand to have on board.”
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