Diageo's Piehole

21 November, 2014

Diageo has released Piehole, a blend of Canadian Whiskey and pie-flavoured liqueur, to the US market.

Aimed at the shot-market, the new brand will be available in Apple Pie, Cherry Pie and Pecan Pie variants, which are said to be inspire by “Grandma’s favourite pie recipes”.  The products are priced at $14.99 for a 75cl bottle.

The Canadian whiskeys used are aged four to eight years. The product is bottled in Canada and carries an abv of 35%.

Diageo has an established presence in the Canadian whisky category. It owns Crown Royal Canadian whisky, produce in Gimli, Lake Winnipeg, Canada.

Piehole Apple Pie Canadian Whiskey is described as having “the sweetness of apple pie filling and baked crust with a hint of cinnamon and clove spice”.

Piehold Pecan Pie tastes of “toasted nutty pecans with background notes of bourbon vanilla extract, dark brown sugar, and baked pie crust”.

While Piehole Cherry Pie “balances sweet baked cherries with notes of buttery pastry and baked pie crust”.

Kristin Markovich, senior innovation manager, whiskey, said: "Many people remember that feeling you get when you first taste Grandma's pies fresh from the oven. Piehole is our way of bringing that delicious memory to consumers for any fun occasion and we hope people everywhere will open their pie holes to try these three mouth-watering flavours."





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