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EAST: Expanding the reach of John Rich

By Ian Gilson, PhD, CFA



Eastside Distilling (NASDAQ:EAST) is shipping a new addition to its portfolio. In conjunction with John Rich, it has introduced a premium whiskey "Granny Rich Reserve" which is a blend of aged corn whiskey and aged American malt whiskey.

It has a slightly higher proof, 86, than Redneck Riviera Whiskey, which is 80 proof, but lower than most premium whiskeys that are 100 proof or more. We have not yet tried it but would expect it to be smoother on the palate than most regular straight whiskeys.

This brand extension is aimed at the same audience as is Redneck Riviera Whiskey.

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