Historic Fortuna Bourbon to Re-Enter U.S. Market

Fortuna was once a prolific and known brand throughout America from the late 1800s to the mid-1960s. It disappeared from the market during the dark days of whiskey but is now being revitalized for a new generation of whiskey lovers.

Fortuna is being revived by the people behind Rare Character, an emergent brand founded in 2021 by industry veterans Pablo Moix and Peter Nevenglosky. Joining them in 2022 is Andy Shapira, an industry expert who gained invaluable experience and insight while working and growing up in his family's three-generation legacy business, Heaven Hill Distilleries.

Fortuna was originally founded by Phil Hollenbach, a German immigrant, in the late 1800's. Through extensive research including correspondence with members of the Hollenbach family, this iteration of the brand aims to recreate the essence of Fortuna at its peak in the 1880s, down to the branding, bottles, and bourbon itself.

"We were fortunate to have had access to a few vintage bottlings of Fortuna, as well as the Hollenbach's original flagship brand Glencoe," said Shapira. "This helped produce a flavor profile to shoot for and shape the way we approach meticulously selecting the six barrels that make up each batch of Fortuna. We are proud of the results."

The whiskey is a blended Kentucky Straight Bourbon Whiskey, 102 proof, aged a minimum of 6 years. "It's so perfectly balanced it's crushable," explained co-founder Pablo Moix. "I come from a bar background, so I just approached it the same way I would do cocktails."