Overview: Western wear brand Stetson has expanded into spirits with the release of a new blended bourbon. Priced at $75 per bottle, the spirit is available online for shipping to 38 states and in Texas. This marks a return to the industry following a previous whiskey release in 2012.
The Full Story
The company resumed production in 2023 after spending three years searching for the right blender. Dan Callaway was selected to help craft the new whiskey from barrels produced by Green River Distilling Company and Bardstown Bourbon Company. The result is an affordable, approachable bourbon that will make a decent addition to any whiskey drinker’s collection. Stetson is taking its bourbon journey slow and steady, giving this rebirth the time and attention it deserves.
Though the brand isn’t rushing anything along, there are tentative plans on the horizon for more expressions. This first iteration of Stetson Bourbon isn’t expected to be a one-off like the 2012 bottle. The release aims to provide a premium experience without breaking the bank, suitable for sipping neat or mixing in cocktails.
Production & Profile
The bourbon is blended from American oak barrels charred between three and four levels. Production methods involve no barrel rotation or temperature control during aging. The master distiller selects barrels from throughout the storeroom to blend together, creating a harmonious mix. This high-rye, 100-proof bourbon averages seven years in age.
Flavor notes include vanilla bean, chewy caramel, oak, and baking spices. There is a slight burn at the end that lingers, but it’s not overwhelming or off-putting. There is a lovely spice aftertaste that coats the tongue long after the last sip.
Brand & Industry History
Stetson is primarily recognized for its iconic hats before dipping toes into the spirits industry. The company previously released a whiskey in 2012 before pausing operations to focus on other projects. Production resumed in 2023 after three years of searching for the right blender, ensuring the rebirth received necessary time and attention.
What This Means
The brand is not rushing the release and plans a slow rollout to the rest of the country beyond Texas. Future expressions are on the horizon, suggesting this first iteration will not be a one-off release like the 2012 bottle. The company assures that this won’t be one of those impossible-to-get unicorn bottles.
Consumer Takeaway
The bottle offers an affordable entry point for novices and enthusiasts alike. At $75 per bottle, it provides a more premium experience than cheaper alternatives while remaining drinkable. It is designed to be consumed neat, on the rocks, or in cocktails without overwhelming burn.
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