When a Hall of Fame quarterback releases a whiskey that measures 147 proof, expectations might reasonably lean toward skepticism. Yet the newest offering from Terry Bradshaw's bourbon lineup manages to defy conventional wisdom about extremely high-alcohol spirits.
The Pittsburgh Steelers legend launched his bourbon brand back in 2020 through Tag Reserve Spirits' portfolio. Production takes place at Green River Distilling Co., a Kentucky operation now owned by Bardstown Bourbon Company. Both entities currently operate under Lofted Spirits, which became the parent company last spring.
Image credit: Bradshaw Bourbon
For years, the Bradshaw collection consisted of a single expression—a 5.5-year small-batch bourbon. That changed recently with the addition of two single-barrel, cask-strength releases aged six and twelve years respectively.
The Lineup Expands
The youngest bourbon in the collection uses a mashbill of 70 percent corn, 21 percent rye, and 9 percent malted barley. It gets bottled at 103.8 proof, which already represents a substantial alcohol content. The 6-year single barrel releases vary by individual barrel but typically range between 115 and 125 proof according to the brand.
The 12-year expression takes things to another level entirely. Named TB-12-Year as a tribute to the number 12 jersey Bradshaw wore throughout his career with the Steelers, this release registers at a jaw-dropping 147 proof. That translates to 73.5 percent alcohol by volume—well beyond the 140-proof threshold the FDA considers too hazardous for aircraft transport.
Breaking the Hazmat Rules
In the bourbon world, proof levels don't automatically correlate with quality. Age statements work the same way. Some distilleries and brands release ultra-high-proof bottles that prove nearly impossible to drink without significant water dilution. Jack Daniel's and Kings County have both produced hazmat-level offerings that burned palates rather than pleased them.
The process of proofing down whiskey to specific strengths represents genuine craftsmanship. Done properly, it unlocks flavors that might remain hidden at barrel strength. Many distillers intentionally lower proof levels to create more approachable, balanced spirits.
This particular 12-year Bradshaw release breaks from that pattern. Despite the extreme alcohol content, the whiskey delivers surprising drinkability. The burn exists—there's no avoiding physics at 147 proof—but it doesn't overwhelm the palate. Instead, distinct flavor notes emerge: maple, brown sugar, milk chocolate, dried cherry, apricot, and vanilla pudding all make appearances without getting lost in the heat.
Whether this balance comes from the quality of the base distillate or meticulous barrel selection and management remains unclear. Either way, the result stands as an outlier in the hazmat category—a genuinely enjoyable drinking experience at an alcohol level that typically produces the opposite.
Availability and Investment
The 12-year expression represents the most limited and expensive option in the Bradshaw portfolio. Fewer than 25 barrels received a release, making this a highly allocated product. At $250 per bottle, it commands a significant premium over its younger siblings. The 6-year single barrel retails for $65, while the original 5.5-year small-batch expression sells for $48.
Interested buyers can purchase directly through the Bradshaw Bourbon website. Select expressions also appear on retail sites like Total Wine, though availability varies.
The Green River Connection
Green River Distilling Co. brings considerable history to the Bradshaw partnership. The Kentucky facility operates with the backing of Bardstown Bourbon Company, known for producing high-quality spirits and offering contract distilling services to numerous brands. This relationship provides Bradshaw Bourbon access to experienced distillers, quality facilities, and well-managed barrel stocks.
The distillery's location in Kentucky bourbon country gives the brand automatic credibility with serious whiskey drinkers. While celebrity spirits ventures often rely more on marketing than substance, the production partnership suggests genuine attention to liquid quality.
A Four-Time Champion's Spirit
Bradshaw won four Super Bowl championships during his career with the Steelers, cementing his place among football's all-time greats. His transition into the spirits business came decades after retiring from the NFL. The timing aligned with a broader trend of athletes launching whiskey brands, though quality varies wildly across these celebrity ventures.
The TB-12-Year release timing couldn't be more strategic, arriving just before the Super Bowl. For fans of both football and bourbon, the connection feels natural enough. Whether collectors and enthusiasts will embrace a quarterback's whiskey brand long-term depends entirely on consistent quality and reasonable availability.
The Hazmat Phenomenon
The term "hazmat" in bourbon circles specifically refers to bottles at or above 140 proof. The FDA classification stems from legitimate safety concerns about transporting such flammable liquids on aircraft. Among collectors, hazmat bottles carry cachet—they represent barrel-proof spirits with minimal intervention between barrel and bottle.
Not all hazmat releases deserve the hype. At extreme proof levels, alcohol can dominate to the point of obliterating other flavors. Water opens these spirits up, but even with dilution some remain harsh and unbalanced. The best barrel-proof releases walk a tightrope between intensity and refinement.
Industry wisdom suggests most bourbon tastes best between 90 and 110 proof. Below that range, flavors can seem thin or watery. Above 120 proof, heat starts competing with other characteristics. Releases pushing 140 proof or higher typically appeal to a niche audience willing to work with the liquid through dilution or careful sipping.
Small Batch vs. Single Barrel
The Bradshaw lineup now spans both small-batch and single-barrel categories. Small-batch bourbon combines multiple barrels to achieve consistency across batches. Master distillers select barrels that complement each other, blending them to hit target flavor profiles.
Single-barrel releases come from one specific barrel, offering unique characteristics that won't be replicated exactly in future releases. These bottles carry individual barrel numbers and often feature hand-written proof statements. Variation between barrels is expected and even celebrated among collectors.
The shift from exclusively small-batch to including single-barrel offerings signals brand maturation. It suggests confidence in barrel inventory quality and allows for premium pricing on exceptional barrels.
Tasting Beyond the Proof
The specific flavor notes emerging from the TB-12-Year tell a story about barrel management and maturation. Maple and brown sugar suggest significant interaction with charred oak over the 12-year aging period. Milk chocolate indicates smoothness despite the high proof. Dried cherry and apricot notes point to fruit-forward characteristics that survived extended aging without turning bitter or tannic.
Vanilla pudding as a tasting descriptor captures both sweetness and creamy texture—remarkable considering the intense alcohol content. These flavors suggest barrels stored in favorable warehouse locations with temperature cycles that encouraged optimal spirit-wood interaction.
Serious bourbon drinkers typically add small amounts of water to barrel-proof releases, incrementally lowering alcohol content while observing how flavors evolve. With a 147-proof spirit, this process becomes almost mandatory for most palates. Yet even at full strength, the TB-12-Year apparently maintains enough balance to avoid pure paint-thinner territory.
The Celebrity Spirits Question
Celebrity-backed spirits proliferate across every category. Some represent genuine passion projects with involved celebrities who understand and appreciate the category. Others amount to licensing deals where a famous name gets attached to sourced liquid with minimal actual involvement.
Bradshaw's four-year commitment to the brand suggests more than a quick cash grab. The expansion of the lineup with premium single-barrel releases indicates continued investment and long-term thinking. Still, the whiskey needs to stand on its own merits regardless of whose name appears on the label.
Limited Release Strategy
Releasing fewer than 25 barrels of the 12-year expression creates artificial scarcity that drives collector interest. It also means most bourbon enthusiasts will never taste this particular release. Whether this strategy builds brand prestige or simply frustrates potential customers depends largely on execution and pricing fairness.
At $250 per bottle for a 12-year bourbon, the pricing sits in premium territory without reaching ultra-luxury levels. Comparable aged single-barrel releases from established distilleries often command similar or higher prices, so the number isn't outrageous within context.
The real test comes with accessibility. If bottles immediately flip to secondary markets at doubled or tripled prices, the limited release simply feeds speculation rather than rewarding actual consumers. If the brand manages distribution thoughtfully, serious bourbon drinkers get chances to try something unusual.
What This Means for the Brand
Successfully launching a genuinely good hazmat bourbon establishes credibility. It demonstrates access to quality barrels and willingness to let exceptional spirits reach consumers at barrel proof rather than diluting everything to safer commercial strengths.
The three-tier pricing structure—$48 for the entry-level expression, $65 for the 6-year single barrel, and $250 for the 12-year—creates clear segmentation. Most consumers can afford to try the brand at the lower price points. Enthusiasts with bigger budgets get access to more ambitious releases.
Future growth likely depends on maintaining quality while managing expansion. Celebrity brands often struggle with this balance, either keeping supply so limited that momentum stalls or expanding so aggressively that quality suffers.
For now, Bradshaw Bourbon exists as a curiosity that delivered better than expected results. Whether it evolves into a respected permanent fixture in the bourbon landscape or fades as another celebrity venture remains to be seen. The 147-proof achievement at least guarantees the brand gets remembered—for better or worse—by anyone who tries the TB-12-Year expression.
