The numbers tell an unconventional story. Most distillers won't proudly advertise a 51.9% figure on their bourbon bottle, but Terry Bradshaw isn't most distillers. The four-time Super Bowl champion has turned what some might call an unremarkable career statistic into the foundation of his whiskey empire, and he's taking that unique approach straight to the heart of Las Vegas.
On February 2nd at 8 p.m., Bradshaw will personally pour bourbon and answer questions at Eight Lounge inside Resorts World Las Vegas. The evening represents more than just another celebrity appearance on the Strip. It's a chance to experience how one of football's most colorful personalities has translated his on-field legacy into something you can actually taste.
The event centers around Bradshaw Kentucky Straight Bourbon Whiskey, but this isn't some hastily slapped-together celebrity endorsement deal. The former Pittsburgh Steelers quarterback has crafted a bourbon that mirrors his career in unexpected ways. That 51.9% alcohol by volume matches his completion percentage during his playing days—a statistic that might make modern quarterbacks wince, but one Bradshaw wears as a badge of authenticity from a different era of football.
The bourbon itself comes from Kentucky, where it ages for more than five years before bottling. Wine Enthusiast awarded it 91 points, suggesting there's substance behind the celebrity name. According to official tasting notes, the spirit opens with vanilla, toffee, and campfire aromas. The palate delivers cinnamon, baking spices, and coconut, finishing with wood, vanilla, and butterscotch notes.
The Vegas event will showcase two new additions to the lineup: 6-year and 12-year single-barrel expressions. These exclusive releases will be paired with carefully selected cigars, creating the kind of pairing experience that's become popular among whiskey enthusiasts. Bradshaw himself will pull double duty, manning the bar to pour samples and participating in a bourbon-focused question and answer session.
Eight Lounge has created a signature cocktail specifically for the occasion. Terry's Gold Rush pays homage to Bradshaw's black and gold Steelers heritage while keeping things simple. The recipe calls for two ounces of Bradshaw Kentucky Straight Bourbon Whiskey, three-quarters of an ounce of fresh lemon juice, and three-quarters of an ounce of honey, shaken and served over a large ice cube. It's the kind of straightforward drink that doesn't require a mixology degree to appreciate.
The venue itself has become something of a gathering spot for athletes and celebrities since opening in The District at Resorts World. For those planning to attend, reservations can be made through the lounge's website, and they're strongly recommended given the expected turnout.
Bradshaw's entry into the spirits business isn't happening in isolation. He's part of a wave of recognizable names who've moved into the beverage alcohol market, particularly American whiskey. Bob Dylan's Heaven's Door and Matthew McConaughey's collaboration with Wild Turkey on Longbranch show that the celebrity spirits trend extends well beyond the occasional vanity project. These aren't just endorsement deals where famous faces appear in commercials. Many of these figures are actively involved in the creation and promotion of their products.
The difference with Bradshaw lies in his characteristic lack of pretension. Where some celebrity spirits aim for ultra-premium positioning with price tags to match, Bradshaw's approach feels more accessible. The 51.9% ABV detail captures this perfectly—it takes what could be seen as an embarrassing statistic and turns it into a conversation starter. In an era when NFL quarterbacks routinely complete 65% to 70% of their passes, Bradshaw's numbers look positively ancient. But in the 1970s, when he led the Steelers to four championships, football was a different game entirely.
That willingness to embrace his own history, warts and all, gives the bourbon brand an authenticity that's harder to manufacture than any aged spirit. Bradshaw built his post-football career on not taking himself too seriously, whether as a studio analyst or in countless commercials. That same self-awareness carries over to his bourbon venture.
The brand has already collected multiple gold and platinum medals at international spirits competitions, suggesting judges appreciate what Bradshaw and his distilling team have created. These accolades matter in a crowded marketplace where thousands of bourbon labels compete for shelf space and attention.
For attendees at the February 2nd event, the appeal likely extends beyond just the whiskey. Bradshaw remains one of football's most quotable personalities, and a Q&A session with him promises the kind of unfiltered commentary that made him a broadcast fixture. Whether discussing his playing days, his transition to the broadcast booth, or the bourbon business itself, Bradshaw rarely delivers canned responses.
The cigar pairings add another dimension to the experience. While bourbon and cigars have long been associated, finding the right combinations requires thought and experimentation. The event's focus on pairing specific cigars with the different bourbon expressions suggests attention to detail that goes beyond simply putting two luxury items in the same room.
The timing of the event, early on a Monday evening, positions it as an alternative to the typical Vegas nightlife scene. This isn't a nightclub appearance or a poolside party. It's a more refined experience aimed at people who appreciate craft spirits and don't mind a weeknight gathering if it means meeting a football legend.
Las Vegas has become a major destination for these types of exclusive spirits events. The city's combination of tourism, hospitality infrastructure, and 24-hour culture makes it ideal for brands looking to create memorable experiences. Eight Lounge's location within Resorts World places it in one of the Strip's newest integrated resorts, giving it both the prestige and the facilities to host high-profile events.
The single-barrel releases being debuted at the event represent the next evolution of Bradshaw's bourbon line. Single-barrel whiskeys come from one specific barrel rather than being blended from multiple barrels, which means each bottle can have subtle variations. The 6-year and 12-year age statements also signal a commitment to older, more developed spirits alongside the core expression.
What makes this event work is the convergence of multiple interests. Football fans get access to one of the game's true characters. Bourbon enthusiasts get to sample new single-barrel expressions and a critically acclaimed core product. Cigar aficionados get thoughtful pairings. And everyone gets the Vegas experience that Eight Lounge provides.
Bradshaw's second act as a bourbon maker might seem unlikely, but it fits the pattern of his post-football life. He's never been content to simply rest on his four Super Bowl rings and Hall of Fame credentials. From broadcasting to acting to various business ventures, Bradshaw has remained active and visible in ways that many retired athletes don't.
The bourbon venture taps into America's ongoing whiskey boom, which shows no signs of slowing. Kentucky bourbon in particular has experienced a renaissance, with both established brands and new labels finding enthusiastic audiences. Bradshaw's timing entered this market when consumer interest remained strong but before the celebrity spirits space became completely saturated.
Whether pouring drinks behind the bar or sharing stories about his playing days, Bradshaw brings a presence that can't be manufactured. The February 2nd event at Eight Lounge offers a chance to experience that in person while sampling bourbon that's earned legitimate critical recognition. For those interested in attending, making a reservation sooner rather than later seems advisable given the expected demand.
In the end, the 51.9% figure that defines Bradshaw's bourbon tells a story about authenticity over polish, substance over style, and the willingness to embrace your entire history rather than just the highlight reel. That philosophy, poured into a glass and aged in Kentucky oak, might just be the perfect metaphor for Bradshaw himself.
