Overview: Sazerac’s American whiskey brand, Buckhorn, has introduced a new seasonal expression designed for cooler weather while launching experiential pop-up events across the United States. The release features a smoked maple flavor profile and coincides with scavenger hunt promotions in Chicago and Atlanta.
The Full Story
Austin, TX; Mexico City; Chicago (Bucktown); Atlanta (Buckhead) are among the locations associated with the brand’s operations. Sazerac’s new American whiskey brand is introducing Buckhorn Smoked Maple, bottled at 32.5% ABV. It is touted as a smooth blend of Buckhorn’s signature whiskey, with a bold, sweet smoked maple flavor. The Smoked Maple expression joins Buckhorn’s lineup of peach, black cherry, honey, blackberry, and pineapple flavors. If you’re unfamiliar with Buckhorn, the brand also has canned whiskey lemonades made with real American whiskey. The brand touts the ready-to-drink canned whiskey as “perfect for the outdoors, without a price tag that gets in the way of the next adventure.” Think backyard BBQs and camping.
To celebrate the launch nationally, Buckhorn is saying “Buck It” to the usual night out by bringing a hidden, wilderness-themed pop-up to Bucktown (Chicago) and Buckhead (Atlanta) next month. Coined The Buckhorn Buck Hunt, the pop-ups are part scavenger hunt, parts speakeasy. Fans who register will receive a trail of clues leading them to a secret location transformed from a familiar city haunt into a rugged, backwoods retreat packed with themed surprises, experiences, and great whiskey. Fittingly, the hunt is headed to two of America’s best-known “Buck” neighborhoods: Chicago: Bucktown on Friday, Nov. 6; Atlanta: Buckhead on Friday, Nov. 13. How to join: The event is free, but advance registration is strictly required. Both locations will be hiding in plain sight. Those who sign up for The Buck Hunt will receive the clues and intel needed to track down their city’s secret experience.
“Good whiskey. Good company. A little adventure. That’s Buckhorn,” said Erica Bovard, Senior Brand Director of American Whiskeys at Sazerac. “With The Buck Hunt, we’re saying ‘Buck It’ to the usual night out and creating something worth tracking down. A little wilderness, our new Smoked Maple, and a moment you have to hunt to find — there’s your next good story.”
Production & Profile
The new expression is bottled at 32.5% ABV. It represents a smooth blend of Buckhorn’s signature whiskey, with a bold, sweet smoked maple flavor. The existing lineup includes peach, black cherry, honey, blackberry, and pineapple flavors. The brand also produces canned whiskey lemonades ready-to-drink.
What This Means
The release signals a shift toward seasonal consumption and experiential marketing within the American whiskey category. Erica Bovard notes that the brand is creating something worth tracking down, combining wilderness themes with specific product releases like the Smoked Maple expression. The strategy emphasizes adventure and outdoor utility rather than traditional bar settings.
Consumer Takeaway
Drinker options include the new Buckhorn Smoked Maple at 32.5% ABV or existing flavors such as peach, black cherry, honey, blackberry, and pineapple. Ready-to-drink canned whiskey lemonades are available for outdoor activities. Consumers interested in the experiential launch can register for The Buckhorn Buck Hunt events in Chicago on Nov. 6 or Atlanta on Nov. 13. Advance registration is required for these free pop-ups.
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