In recent years, bourbon has surged in popularity, captivating the palates of spirits enthusiasts across the nation. Amid this growing fervor, Pendleton Whisky is carving out a significant niche for itself by introducing a new bourbon to its lineup. Since its inception in 2003, Pendleton has made a name for itself with its range of premium whiskies that pay homage to the rodeo culture and Western traditions. Now, with the launch of Pendleton 1910 Bourbon, the brand is set to ride the bourbon wave with a product that promises both quality and authenticity.
The Pendleton Legacy: A Tribute to Western Heritage
Pendleton Whisky’s allure lies not only in its smooth offerings but also in its rich storytelling. Named after the iconic Pendleton Round-Up—a historic rodeo that is among the oldest and most revered in the world—the whisky embodies the spirit of the West. Although distilled in Canada, Pendleton’s essence is connected to the American frontier through its use of glacier-fed water sourced from Oregon’s majestic Mt. Hood. This unique blend of Canadian craftsmanship and American tradition creates a compelling narrative that draws drinkers into the world of rugged cowboys and expansive landscapes.
The announcement of Pendleton 1910 Bourbon marks a significant milestone for the brand. With bourbon sales experiencing a remarkable 50% increase over the last five years, the introduction of a bourbon variant positions Pendleton to tap into this lucrative market. Lander Otegui, senior vice president of marketing at Proximo Spirits, conveys this enthusiasm, highlighting the diverse preferences of whisky lovers who seek a brand resonating with their lifestyle. The promise of a product that reflects heritage while delivering a bold flavor profile is a strategic move aimed at expanding Pendleton’s consumer base.
Pendleton 1910 Bourbon is not just another product on the shelf; it embodies years of meticulous crafting. Aged for a decade in white American oak barrels, it aims to deliver an intense and robust flavor profile. As Otegui points out, the bourbon is specifically designed for classic cocktails such as the Old Fashioned, appealing to bourbon aficionados who appreciate the nuances between different varieties. At a potent 90 proof (45% ABV), this bourbon is crafted for versatility; whether sipped neat or mixed into a refreshing cocktail, it promises to leave a memorable impression.
In the spirit of celebrating its Western roots, Pendleton 1910 Bourbon is presented in an ornate bottle that echoes the artistry found in premium leather saddles—a clear nod to the rugged craftsmanship that defines cowboy culture. This attention to visual detail reinforces the brand’s commitment to authenticity, creating a compelling connection for consumers who cherish the history and artistry of Western life. The bottle design serves as a tribute to the lifestyle Pendleton Whisky represents, offering more than just a drink but an experience steeped in tradition.
Set to launch on November 20, 2024, Pendleton 1910 Bourbon will initially be available on the brand’s website and select retailers across key states. By February 2025, the bourbon is poised for national distribution, a clear indicator of Pendleton’s ambition to make an enduring mark in the bourbon market. Additionally, the brand’s status as the Official Spirit of the ProRodeo Cowboy Association and Professional Bull Riding adds layers to its already rich brand identity, deepening the association between its products and the cowboy lifestyle.
Pendleton Whisky’s new offering reverberates with anticipation, constructing a bridge between the past and present of American spirits. With its commitment to quality, heritage, and the Western way of life, Pendleton 1910 Bourbon stands poised to not only meet the needs of adventurers looking for rich flavors but also to affirm its rightful place among the nation’s most respected whiskies. As the bourbon revolution continues, Pendleton’s latest release promises to uphold and extend the brand’s steadfast legacy.