Rare Character Launches Hurst Knoll, a 7 Year Old Affordable Cocktail Rye

Pablo Moix built Rare Character Whiskey Company on a reputation for bold barrel-proof whiskeys that showcase both exceptional single barrels (for the Brook Hill line) and blending craftsmanship (for labels such as Old Cassidy bourbon). Now Moix is coming full circle, returning to his bartending roots with Hurst Knoll, a 7 year old Kentucky straight rye bottled at 101 proof, designed specifically for cocktails and priced at $60. It launches this month.

“Many Rare Character offerings are barrel proof, which are harder to use in cocktails, and people may not want something that hot,” Moix explains. With bars and restaurants requesting more mixable options, he identified a gap between rye workhorses often behind the bar and high-end rye offerings: age-statement rye with enough punch to stand out in any cocktail. One that won’t sting your wallet, either.

Craft cocktails are a space Moix knows well. He started bartending in New York before moving to LA in the early aughts, where he eventually opened his own bars. That hands-on experience informed every decision behind Hurst Knoll. He tested countless proof points, ultimately settling on 101 proof, the floor of what worked in drinks. “Hurst Knoll has good age, is good neat, good on the rocks, and works exceptionally well with a variety of mixers,” he says.

The sourced high-rye from Kentucky, with some barrels older than the 7-year age statement, was engineered for that versatility. Moix personally tested it against acids and common cocktail modifiers: Bénédictine, vermouths, Campari, and even espresso liqueurs. Citing applications from a Vieux Carré to an Espresso Manhattan to Highball variations with a range of citrus, “it really shines,” he says. “For the person who likes Espresso Martinis with more depth, Hurst Knoll is a phenomenal option.”

While some of Moix’s portfolio is anchored by labels from the past and brands that Rare Character has revived—Brook Hill and Fortuna—and although Hurst Knoll may sound like a bygone whiskey from yesteryear, it’s not. The name evokes rye’s agricultural heritage—hurst and knoll both reference the hilly terrain where rye traditionally thrives.

Unlike Rare Character's small-batch releases, Hurst Knoll will prioritize consistency and longevity, as it’s not a limited release but an evergreen product. “The person who becomes our Hurst Knoll drinker will want that to be the same every time,” Moix explains. “I can't play with that too much.”

Hurst Knoll’s distribution strategy reflects the product’s cocktail focus: 60% on-premise, 40% retail. Moix wants it in more restaurants and bars, on cocktail menus in creative ways. “I’m very excited about this,” Moix says.