Since its inception in 2003, Pendleton Whisky has positioned itself not merely as a beverage but as a tribute to the rich tapestry of Western tradition and rodeo culture. The brand celebrates the iconic Pendleton Round-Up—one of the oldest and most cherished rodeos globally. However, while Pendleton’s spirits emerge from Canadian distilleries, aged to perfection and blended with pristine glacier-fed water from Oregon’s majestic Mt. Hood, their legacy transcends geographic boundaries. This ethos of heritage, quality, and authenticity has driven Pendleton Whisky’s growth over the past two decades.
Over the years, Pendleton has diversified its offerings, introducing notable variants such as Pendleton Midnight, Pendleton 1910 Rye, and the Directors’ Reserve, with each expression reflecting a distinct flavor profile. Unlike any expansion in its history, the recent unveiling of Pendleton 1910 Bourbon marks a significant evolution in the brand’s journey, capitalizing on the burgeoning popularity of bourbon among consumers.
The bourbon market has witnessed explosive growth over the past five years, expanding by an astonishing 50%. This trend offers Pendleton Whisky a compelling opportunity to cater to an audience eager for diverse experiences in their spirit choices. Lander Otegui, senior vice president of marketing at Proximo Spirits, the brand’s parent company, articulates this vision remarkably well, highlighting that Pendleton’s loyal customer base craves a deeper connection to flavors that mirror their Western heritage and work ethic.
The introduction of Pendleton 1910 Bourbon comes at a strategic moment, as consumers increasingly seek out spirits that not only please the palate but also tell a story—offering a taste of Americana. This new bourbon is positioned to not only capture the interest of bourbon enthusiasts but also appeal to those who appreciate Pendleton’s established brand promise.
At the heart of Pendleton 1910 Bourbon is the commitment to quality and craftsmanship. Aged for a decade in white American oak barrels, this bourbon promises a robust flavor profile that beckons both seasoned aficionados and newcomers to the category. With a proof of 90 (45% ABV), its bold character makes it an exceptional choice for traditional cocktails, such as the Old Fashioned or the Cowboy Gold Rush.
According to industry experts like Matt Klette, head of advocacy for whiskey at Proximo Spirits, the development process involved several iterations to refine the taste that truly resonates with Pendleton fans. Such attention to detail is not just beneficial for consumer satisfaction but is also a testament to Pendleton’s dedication to producing high-quality spirits that reflect its storied legacy.
Unique packaging further elevates Pendleton 1910 Bourbon. The ornate bottle design draws inspiration from the craftsmanship associated with prize saddles, an homage to the brand’s intrinsic ties to Western culture. This intricate presentation not only captures the spirit of the West but also aligns seamlessly with the storytelling aspect that modern consumers increasingly value.
Pendleton 1910 Bourbon will be available to consumers starting November 20, 2024, with an initial release across select retailers in states like Arizona, California, Texas, Nevada, Oregon, and Washington. By February 2025, the bourbon is set to make its nationwide debut, allowing a broad audience to experience its balanced, rich flavor profile.
With this launch, Pendleton Whisky has embarked on a promising new chapter that not only acknowledges its roots but also embraces the wider market dynamics favoring bourbon. It stands poised to solidify its position as a pillar of quality and tradition in the diverse spirit landscape.
In a world where the connection to heritage and craftsmanship remains paramount, Pendleton 1910 Bourbon embodies the essence of the Western spirit, catering to both tradition and contemporary tastes. Essential to this journey will be the continued narrative of the Pendleton brand as a champion of the unique lifestyle it represents, appealing to both loyalists and aspiring enthusiasts alike.
Leave a Reply