Stetson Tips Its Hat To Bourbon With First Ever Whiskey Release

Stetson, the renowned hat brand with a storied history of over 160 years, has branched out into the spirits market with its inaugural Kentucky Straight Bourbon. Priced at $70, this 100-proof, high-rye whiskey, aged for a minimum of seven years, marks a unique collaboration between Green River Distilling Company and Bardstown Bourbon Company.

Developed by the talented Dan Callaway, the bourbon exudes a bold character with notes of caramelized apple and creme brûlée, culminating in a rugged and textured finish. This whiskey embodies the rugged spirit of the American West, a tradition Stetson has always championed alongside the hats it is famous for.

The bourbon's packaging and branding resonate with the American West's rich heritage, featuring a painting titled "The Last Drop from His Stetson" by Lon Megargee. This vintage-inspired design evokes the era of American frontier life. Stetson CEO Robert Dundon elaborates on the synergy, stating that bourbon has always been an integral part of the same tradition as their iconic hats, deeply embedded in the American lifestyle.

The whiskey is currently available exclusively online for direct-to-consumer purchase, initially in select Texas stores, with broader distribution planned in the near future.

This foray into the spirits market represents a natural evolution for Stetson, aligning with its enduring legacy as a lifestyle brand. Dundon emphasizes that the brand extension is a logical next step, given the intrinsic connection between Stetson's cowboy hat and the pioneering spirit of the West. The bourbon is described as a premium expression, crafted for discerning customers who cherish the rituals of life.

With its rugged and textured profile, the whiskey is poised to become an integral part of the Stetson brand narrative, much like its legendary hats.