Since its inception in late 2019, Hercules Mulligan Rum & Rye has become an award-winning ready-to-drink craft cocktail that has become a staple for the at-home bar, selling more than 15,000 bottles in just under two years —all through their direct-to-consumer partner and leading member’s club for spirits enthusiasts, Flaviar. Today, the company announces its launch in New York, bringing this exceptional drink to an even wider audience, sure to become fans of this bottled Irish Old Fashioned.
Hercules Mulligan Rum & Rye was inspired by the man himself – the tailor, Irish immigrant, spy, and unsung hero of the American Revolution. It is a 50:50 blend of Caribbean aged rum and home-grown American rye whiskey inspired by the revolutionary era. Fresh, organic, ginger root is macerated in the rum and rye blend, and a splash of bitters is added, ensuring this liberating libation can be enjoyed on the rocks as a ready-made Irish Old Fashioned.
Just over two years ago, Hercules Mulligan co-founder and spirits industry veteran Steve Luttmann teamed up with Grisa Soba, co-founder of Flaviar, and Mario Mazza of NY based Five & 20 Distilling, master distiller for Hercules Mulligan Company. The trio —affectionately referred to as “The Three Musketeers”— have led the company, which started with just 2,000 coveted bottles at its launch, to become one of the best-selling new brands in the spirits direct-to-consumer marketplace.
“The Flaviar community really helped build our brand from the start, making Hercules Mulligan the number one rated brand on the platform. It has proved so popular with one of the highest repurchase rates on Flaviar that we believe we will be incredibly successful as we start to bring Hercules Mulligan to the home state of the man who inspired our brand,” said Luttmann.
Hercules Mulligan is a product that was created and launched during the COVID-19 pandemic. After launching on November 25, 2019 (the anniversary of Evacuation Day), the brand was able to leverage its DTC audience to receive feedback from its consumers, to then tweak and improve based on its customers’ feedback. Once the product met its full potential, the company leveraged its loyal consumer based to fuel a crowdfunding round, raising $750,00 in an unprecedented short 3 week period to fuel its ambitious growth plans with a historic, collaborative, democratic approach to brand building. Following its successful crowdfund, the brand is now able to expand beyond its direct-to-consumer offering and bring it to a wider audience in New York with plans for expansion into additional markets just around the corner.