Rabbit Hole's Raceking: A Bold Bet on Craft, Heritage, and Flavor

LOUISVILLE, KY – April 15, 2026 – As the thunder of hooves returns to Kentucky's hallowed racetracks, Rabbit Hole Distillery has placed its own contender in the winner's circle with the release of Raceking. This limited-edition, six-year aged Kentucky Straight Bourbon Whiskey is an ambitious evolution of a previous release, now aged longer and crafted to showcase the distillery’s commitment to innovation, quality, and the state's deep-rooted equestrian heritage.

Priced at $95.00, the 95-proof bourbon is more than just a seasonal release; it’s a strategic move in the increasingly competitive premium spirits market, blending a unique grain-forward philosophy with a story as rich as Kentucky itself.

A Calculated Play in the Premium Bourbon Derby

The launch of Raceking arrives at a pivotal moment for the bourbon industry. The market is experiencing a significant "premiumization" trend, with consumers consistently demonstrating a willingness to pay more for spirits that offer a compelling story, superior quality, and a unique flavor profile. With high-end bourbon sales growing substantially in recent years, limited editions and age-stated whiskeys have become the stars of the category.

At a $95 MSRP, Raceking is positioned squarely in this lucrative premium segment. Its most significant asset is the six-year age statement—a clear mark of quality and patience in a market where such designations are highly coveted. This release marks Rabbit Hole's first core format to feature an age statement, signaling a new level of maturity for the brand itself.

This strategic release is also a reflection of the brand's position within the larger Pernod Ricard USA portfolio. The global spirits giant, which acquired a majority stake in Rabbit Hole in 2019, has been vocal about its strategy to focus on high-growth, high-value brands. A product like Raceking, with its craft credentials, innovative profile, and premium price, aligns perfectly with this global vision. It allows the distillery to leverage its artisanal identity while benefiting from the distribution and market power of its parent company.

Deconstructing a Thoroughbred: The Art of the Mash Bill

What truly sets Raceking apart is what’s inside the bottle, a testament to Rabbit Hole founder Kaveh Zamanian's philosophy of reimagining American whiskey. The bourbon is crafted from a distinctive five-grain mash bill, a complex recipe that includes 70% corn, 13% rye, 10% malted rye, and a unique "double chocolate" combination of 4% chocolate-malted wheat from Germany and 3% chocolate-malted barley from the UK.

This use of chocolate-malted grains, which are toasted to develop deep, rich flavors reminiscent of cocoa and coffee, is the secret behind Raceking's signature profile. While other distilleries have experimented with malted grains, Rabbit Hole’s specific blend and the balance it achieves are central to the brand’s identity. The result is a palate described with notes of roasted espresso beans, cocoa, and caramel, complemented by hints of clove and cardamom.

The aging process is equally meticulous. The spirit rests for six years in handmade, toasted, and charred American oak casks from the renowned Kelvin Cooperage. This extended maturation, two years longer than the original 2020 Raceking, allows the whiskey to draw out deeper complexity from the wood. The custom toasting and charring process caramelizes sugars in the oak, imparting layers of toffee and toasted almonds, while the char filters and refines the spirit. The finish is described as long and complex, with notes of tobacco and leather giving way to a lingering dark chocolate.

The Visionary Behind the Whiskey

The story of Raceking is inseparable from the story of its creator, Kaveh Zamanian. A clinical psychologist and psychoanalyst for over two decades, Zamanian made a dramatic career change, "going down the rabbit hole" to pursue his passion for American whiskey. He founded the distillery in 2012 and opened its modern, architecturally celebrated facility in Louisville's NuLu neighborhood in 2018. His contributions were formally recognized in 2022 with his induction into the prestigious Kentucky Bourbon Hall of Fame.

Zamanian’s background informs a unique approach to whiskey making. "Raceking reflects how I like to approach bourbon, with respect for tradition but a willingness to explore its edges," he stated in the release. This philosophy is embodied in the new bourbon. The name "Raceking" and the timing of its release are a direct homage to Kentucky's thoroughbred culture—the tradition. The innovative five-grain, double-chocolate-malt mash bill represents the exploration of the category's edges. It’s a bold flavor profile designed to stand apart, much like the distillery itself.

A Wager on Heritage and Flavor

By tying the bourbon's identity so closely to the "Sport of Kings," Rabbit Hole is tapping into a powerful cultural narrative. The name Raceking evokes the pedigree, patience, and dedication required to produce a champion thoroughbred—qualities the distillery aims to reflect in its whiskey-making process. It’s a deliberate, thoughtful connection that resonates deeply in the heart of bourbon country.

While this new 95-proof, six-year-old expression is making its debut, previous cask-strength versions of Raceking have already built a reputation among connoisseurs. Those releases, often priced significantly higher, were celebrated for their intense and unique "chocolate-bomb" character, though some found the profile could be assertively roasty. This new iteration, at a more accessible price and proof, is poised to introduce the Raceking profile to a wider audience of enthusiasts. It offers a chance for bourbon drinkers to experience the brand's innovative spirit without committing to a high-priced collector's bottle. With Raceking, Rabbit Hole is not just releasing a new bourbon; it is making a definitive statement about the future of American whiskey.