Stetson Debuts First Bourbon Collaboration, a 100-Proof Kentucky Whiskey
Stetson has launched a $70, 100-proof bourbon, the brand’s inaugural whiskey offering, made in partnership with Green River Distilling and Bardstown Bourbon Company.
Stetson, celebrated for its cowboy hats for more than 160 years, entered the spirits market with a $70, 100-proof Kentucky Straight Bourbon. The high-rye whiskey, distilled in Bardstown, combines whiskies aged a minimum of seven years to deliver caramel-apple aromas and a dessert-like palate reminiscent of crème brûlée. Developed over three years by Dan Callaway, the bottle represents the first collaboration between Green River Distilling Company and Bardstown Bourbon Company, entities that have shared ownership since 2022.
CEO Robert Dundon said the launch ties the brand’s frontier legacy to bourbon’s historic role in Western saloons. Each bottle features Lon Megargee’s “The Last Drop from His Stetson” artwork and is sold online where legal and on shelves in Texas, with plans to expand off-premise distribution soon.
Why it matters
Stetson’s entry into premium bourbon expands its brand into the lucrative spirits market and taps into American heritage branding.
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