spirits news

There's more to bourbon than cola

Get to know the new bourbon drink developed just for Kiwi palates

Since launching over 20 years ago, Woodstock – the authentic barrel aged Kentucky bourbon – has cemented itself as part of Kiwi culture, becoming the number one bourbon RTD in New Zealand*.

Now, parent company Independent Liquor has launched a new sub-brand designed to open bourbon RTDs up to new occasions and give the category a boost in the process. Woodstock Easy Roller launched to market on August 3rd and is available as Easy Roller Bourbon with Ginger Beer, and Easy Roller Bourbon with Crisp Apple, both 5% ABV.

“We’ve blended authentic barrel-aged bourbon with delicious new mixers so you can get the lift you love with the refreshing hit of ginger beer or apple,” says Laura Youngman, Senior Brand Manager for Bourbon at Independent Liquor. “The new flavours taste amazing, they’re the perfect fit for the occasions with friends.”

Youngman says the creation of Easy Roller was to give another bourbon RTD option other than cola. “There’s absolutely still that market for bourbon and cola – but it’s great to be able to give our Woodstock consumers more choice from the brand they love.”

The team at Independent Liquor has spent the past 18 months researching and developing Easy Roller, which has been created based on feedback from Kiwi consumers. “We’ve done all the hard yards here, all the innovation and insight – it’s all been developed out of New Zealand based on what our bourbon drinkers want – as opposed to taking something from global that may not fit our local palate,” says Youngman.

The branding for Easy Roller stands apart, with a fresh, relaxed, laidback, look – ready for occasions with your mates.

AZTEC and Nielsen October 2017

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