Stetson to Create Bourbon With Kentucky Blender and Producers

by · WWD
Stetson BourbonCourtesy

A 100-proof Stetson: Stetson is more than just hats.

The 160-year-old brand, which has come to define the Western lifestyle, is launching Stetson Bourbon, a premium, high-rye proprietary blend distilled and bottled in Bardstown, Ky.

The blend was created after a three-year process with Kentucky Master Blender Dan Callaway and is a collaboration with producers Green River Distilling Co. and Bardstown Bourbon Company.

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“For more than 160 years, Stetson has stood alongside the people who built the American West,” said Robert Dundon, chief executive officer of Stetson. “Bourbon has always been part of that same tradition, woven into the same ranches, saloons and gatherings our hats have been part of.”

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Over the past five years, the brand has worked to elevate the brand and introduce new, complementary categories.

“When someone sees the Stetson name on a bottle, they can expect the same authenticity, craftsmanship and enduring quality they’ve known for generations,” Dundon said. “We wanted to bring a unique premium expression to market that our discerning customers will enjoy wherever they celebrate the rituals of their lives. It’s about time.”

Stetson Bourbon is 100-proof, high-rye whiskey crafted from a proprietary blend aged an average of seven years. It features scents of oak, caramel and vanilla, brandied fruit and baking spices.

Every bottle features a depiction of “The Last Drop From His Stetson,” an early 1920s painting by renowned Western artist Lon Megargee that has become a symbol of Stetson, which was founded in 1865.

Stetson Kentucky Straight Bourbon will retail for $70 and is available online and at select retailers across Texas. Plans call for expanded distribution in the future.