Since its inception in 2003, Pendleton Whisky has carved a niche in the hearts of whisky enthusiasts by marrying rich flavors with the rugged spirit of the American West. Originating from a brand that honors the Pendleton Round-Up—one of the oldest and most prestigious rodeos—the whisky has made a name for itself not only for its delightful taste but also for its commitment to celebrating western tradition. Over the past two decades, Pendleton Whisky has diversified its offerings from the original recipe to include variations that cater to a range of preferences: Pendleton Midnight, aged in American brandy barrels; Pendleton 1910 Rye, crafted entirely from rye and aged for an impressive 12 years; and the elite Pendleton Whisky Directors‘ Reserve, which showcases a remarkable 20-year aging process.
These variations highlight not only the craftsmanship behind whisky production but also the brand’s ability to adapt and grow within a competitive market. As whisky drinkers become increasingly discerning, Pendleton has remained steadfast in its dedication to quality, evidenced by the incorporation of glacier-fed water from Oregon’s Mt. Hood in its distillation process. This emphasis on purity and flavor sets Pendleton apart, making it a choice spirit for those who appreciate both tradition and quality.
In an exciting development for the brand and its followers, Pendleton Whisky is set to launch its first American-distilled bourbon, Pendleton 1910 Bourbon. This move responds directly to a burgeoning interest in bourbon, as sales have surged by 50% over the past five years. This trend presents a remarkable growth opportunity, and Pendleton is keen to capitalize on it by introducing a product that aligns with its western lifestyle branding.
Pendleton 1910 Bourbon is a 10-year-old spirit that pays homage to classic bourbon cocktails like the Old Fashioned and the Cowboy Gold Rush. The emphasis on a rich, bold flavor profile and a higher proof aligns with consumer expectations for a robust bourbon experience. The spirit is aged in new white American oak, a traditional method that enhances the depth of flavors.
The launch of Pendleton 1910 Bourbon signifies more than just an expansion of product offerings; it represents a deep commitment to quality and consumer preferences. According to Lander Otegui, senior vice president of marketing at Proximo Spirits, which owns the Pendleton brand, there was a rigorous sampling process to ensure that this bourbon resonates with existing fans. The end result is a spirit that not only meets but exceeds expectations, echoing the brand’s established heritage while embracing modern taste.
The presentation of Pendleton 1910 Bourbon is as compelling as its flavor. The bottle is designed to evoke the intricate craftsmanship found in prize saddles, serving as a tangible connection to Pendleton’s western roots. This thoughtful packaging reinforces the brand’s narrative, allowing consumers to appreciate not only the liquid inside but the story it represents.
Craftsmanship, tradition, and attention to detail are woven throughout every aspect of Pendleton 1910 Bourbon—from its age to the selection of ingredients. According to Matt Klette, head of advocacy for whiskey at Proximo Spirits, the connection to the brand’s heritage is vital for engaging new and existing fans alike. The ornate bottle signifies respect for craftsmanship that is synonymous with the western lifestyle, offering an allure that reaches beyond mere consumption to create an experience.
Pendleton 1910 Bourbon is set to make its debut on November 20, 2024, with an initial launch in select retailers across states like Arizona and Texas, aiming for national availability by February 2025. This strategic rollout points to the brand’s ambitions not only to expand its reach but also to engage a growing audience of bourbon enthusiasts.
As Pendleton continues to engage with the culture of rodeo and western tradition, the introduction of 1910 Bourbon strengthens its position as the Official Spirit of the ProRodeo Cowboy Association and the Official Whisky of the Professional Bull Riding (PBR) Velocity Tour. With this expansion, Pendleton Whisky is not only celebrating its heritage but also adapting to the evolving landscape of spirits, ensuring that it remains relevant and enticing to whisky lovers everywhere.
Pendleton Whisky’s introduction of the 1910 Bourbon showcases a thoughtful blend of tradition, quality, and consumer engagement, paving the way for the brand’s future in the ever-competitive spirits market.
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