As Fox prepares to premiere its country-music drama Monarch, it’s partnering with ReserveBar and Next Century Spirits to launch a liquor tied to the show.
TruthTeller 1839 Bourbon – named after a nickname for Trace Adkins’ character, Albie Roman – will be available for purchase exclusively through ReserveBar when the series premieres on Sunday, September 11, after the Fox NFL doubleheader. Albie, the family patriarch, is also affectionately known to his friends and family as the “Texas Truthteller,” as well as the king of country music. TruthTeller 1839 bourbon will be featured in a key moment in the show come November.
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Wholly owned by Fox, Monarch is the story of country music’s powerful Roman family, headed by Dottie “Queen of Country Music” Cantrell Roman (Susan Sarandon). While the Roman name is synonymous with authenticity, the foundation of their success is a lie. And when their reign is put in jeopardy, Nicolette “Nicky” Roman (Anna Friel) will stop at nothing to protect her family’s legacy while pushing ahead on her own quest for superstardom.
“We wanted to take an entirely new approach to consumer product development with Fox’s first wholly-owned scripted series, Monarch, by creating a standalone business that supports this exciting new IP,” said Laura Caraccioli, senior vice president, head of strategic creative partnerships, Fox Entertainment, in a statement. “We worked alongside the show’s development team and crafted a new bourbon brand with a truly buzzworthy name that reflects the show.”
“As a pioneer in the spirits ecommerce segment, ReserveBar has always prided itself in being at the ‘tip of the spear’ in terms of innovations and brand partnerships. TruthTeller 1839 Bourbon is the logical extension of our leadership in celebrity and entertainment-themed spirits, and we expect this to be just one of numerous projects that we will be conceptualizing and launching in partnership with Fox and others,” said Lindsay Held, co-founder and CEO of ReserveBar, also in a statement. “By partnering with Fox Entertainment and Next Century to bring TruthTeller 1839 Bourbon from the television screen to avid bourbon enthusiasts, we saw an opportunity to create something unique and special, available only to ReserveBar consumers.”
Next Century Spirits crafted and distilled TruthTeller 1839 bourbon with Monarch in mind.
“With such a robust story line, we were able to take inspiration from the show to create a truly custom bourbon,” said Jenny Gates, executive vice president of finance and strategy at Next Century Spirits. “We focused on producing a smooth, sweet, oak forward whiskey with added notes of smoke, leather, biscuits, and caramel that reflects the Texas heritage from both the bourbon and the show.”
Monarch, which was supposed to premiere last winter but was delayed by the pandemic, debuts Sunday, September 11 after the Fox NFL double-header. It then premieres in its regular time period on Tuesday, September 20 at 9 p.m.
Monarch is wholly owned and produced by Fox Entertainment. Screenwriter Melissa London Hilfers serves as creator, writer and executive producer. Jon Feldman is an executive producer and showrunner. Gail Berman and Hend Baghdady and top music manager Jason Owen also serve as executive producers. Jason Ensler directed and serves as a producer on the series premiere.
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