Stetson, Inventors of the Cowboy Hat, Debuts Its Own Bourbon

Stetson, America's most iconic Western brand, launched Stetson Bourbon.

Backed by a legacy of Western heritage, quality, and craftsmanship, Stetson Bourbon is a super-premium, high-rye proprietary blend distilled and bottled in Bardstown, Ky.

The Story: After a three-year journey of sourcing and tasting, Stetson found the perfect blending partner in Kentucky Master Blender Dan Callaway. Together, they developed a bourbon that reflects the uncompromising standards expected of a spirit worthy of the Stetson name.

“For more than 160 years, Stetson has stood alongside the people who built the American West. Bourbon has always been part of that same tradition, woven into the same ranches, saloons, and gatherings our hats have been part of,” said Robert Dundon, CEO of Stetson.

“Over the last five years, we've crafted and successfully executed a plan to elevate and introduce new categories. When someone sees the Stetson name on a bottle, they can expect the same authenticity, craftsmanship, and enduring quality they’ve known for generations. We wanted to bring a unique premium expression to market that our discerning customers will enjoy wherever they celebrate the rituals of their lives. It’s about time.”

The first-ever collaboration between two of Kentucky's most respected producers, Green River Distilling Co. and Bardstown Bourbon Co., Stetson Bourbon combines Stetson's legacy and Kentucky's bourbon expertise.

On the Nose and Palate: Stetson Bourbon is a distinct, super-premium, 100-proof, high-rye whiskey crafted from a proprietary blend aged an average of seven years. The nose opens with buttery oak, caramel, and vanilla, then deepens into brandied fruit and warm baking spices, with a light rye finish. The result is a balanced bourbon with remarkable depth, character and versatility, ideal for sipping neat, over ice and in classic cocktails.

Packaging: Every bottle features a depiction of The Last Drop from His Stetson, a painting by renowned Western artist Lon Megargee. An enduring symbol of the American West since the early 1920s, the iconic artwork reflects the resourcefulness, compassion and humility that have always defined the Stetson brand.

For the Stetson fan who values quality craftsmanship and appreciates whiskey, Stetson Bourbon feels like a long time coming. Few things represent the American West like Stetson and bourbon, making this category expansion a natural evolution of the brand’s story.

Availability: Stetson Kentucky Straight Bourbon (SRP: $70) is available direct-to-consumer online and at select retailers across Texas, with plans to expand distribution in the future. Learn more at stetsonbourbon.com and follow @stetsonbourbon on Instagram.

Comment: If I lived in Texas, I'd be a seventh-generation Texan. I, too, feel this has been a long time coming.