Pendleton Whisky, a brand deeply rooted in Western tradition and rodeo culture, has been captivating whisky aficionados since its inception in 2003. Known primarily for its premium blended whisky, Pendleton has cultivated a loyal following over the years while simultaneously expanding its offerings. The latest addition to its impressive portfolio marks a significant milestone: the introduction of Pendleton 1910 Bourbon, a meticulous creation set to change the dynamics of the whisky market.
Pendleton Whisky has made a name for itself not only by celebrating the spirit of rodeo but also by producing high-quality spirits that resonate with consumers’ desires for authenticity and craftsmanship. Initially distilled in Canada and finished with glacier-fed water sourced from Oregon’s pristine Mt. Hood, Pendleton carries a story of geographical resonance—you can taste the heritage in every bottle. The original whisky has served as the foundation upon which Pendleton has built an array of products, including Pendleton Midnight, a spirit with a daring twist aged in American brandy barrels, and Pendleton 1910 Rye, a full-blooded rye whisky that nods to the brand’s versatility.
However, the introduction of Pendleton 1910 Bourbon represents a new chapter in the brand’s evolution. Senior Vice President Lander Otegui has emphasized that there is a rapidly growing consumer interest in bourbon: the spirits industry experienced a staggering 50% increase in bourbon sales over the past five years. This trend presents Pendleton with an exciting opportunity to broaden its influence within this popular category.
Pendleton 1910 Bourbon, aged for a decade and bottled at 90 proof, was crafted with cocktails in mind. The bourbon targets classic recipes like the Old Fashioned and the Cowboy Gold Rush, ensuring that it complements the contemporary palate while staying true to traditional whisky culture. With its robust flavor profile, Pendleton aims to catch the attention of both new consumers and loyal fans.
Crafting the ideal bourbon involved extensive testing to achieve a bold and complex profile that aligns with consumer preferences. Matt Klette, head of advocacy and whiskey for Proximo Spirits, emphasizes that the brand did not merely want to jump onto the bourbon bandwagon; instead, they sought to create a product that encapsulates the essence of Pendleton’s heritage. In doing so, Pendleton 1910 Bourbon captures the spirit of the American West with its design—an ornate bottle reminiscent of intricate leatherwork associated with rodeo culture, thus making its packaging as inextricable from its identity as the whiskey contained within.
More than merely a product, Pendleton 1910 Bourbon aims to resonate with consumers who appreciate not only whisky for its taste but also for the culture and lifestyle it represents. The brand proudly serves as the Official Spirit of the ProRodeo Cowboy Association and the Official Whisky of the Professional Bull Riding (PBR) Velocity Tour. These affiliations signify a deep connection to the Western lifestyle, leveraging cultural heritage to market a product that is both contemporary and deeply rooted in tradition.
This approach appeals to an aspirational demographic that seeks authentic experiences while aligning themselves with brands that champion a lifestyle of hard work and tradition. As Pendleton expands its reach through the new bourbon offering, it balances modern desires with a commitment to its storied past.
Scheduled to hit shelves on November 20, 2024, Pendleton 1910 Bourbon’s launch will begin in select states including California, Texas, and Nevada, with a nationwide rollout expected by February 2025. This phased approach reflects a strategic effort to build anticipation while catering to its existing customer base.
Pendleton Whisky’s foray into the bourbon category is not just an expansion of its product line but also a meaningful venture that upholds its celebration of Western heritage while appealing to the evolving tastes of whisky consumers. By blending tradition with innovation, Pendleton 1910 Bourbon stands poised to become a noteworthy player in the bourbon landscape, merging a rich past with the promise of exciting future possibilities.