In the tough days of the pandemic, a lot of folks turned to new ways to unwind and find some peace. For one Kentucky healthcare worker named Zane Brammell, that meant diving into the world of bourbon. It started simple—picking up bottles here and there to escape the grind of long shifts and high stress. But soon, it grew into something bigger. He connected with other guys who shared the same interest, swapping stories and tips about their favorite pours. By 2022, Zane had started his own club focused on single-barrel picks, where members could get their hands on hand-selected barrels that weren't available anywhere else.
Fast forward a couple of years, and that hobby has turned into a real business. Zane teamed up with Matt Hobbs, another whiskey fan from a small Kentucky town, to launch New Era Whiskey. These two aren't just chasing trends; they're building on the old-school ways of making bourbon while adding their own twist for today's drinkers. Their story is one of those classic American tales—starting from scratch, putting in the work, and creating something that stands out in a crowded field.
Now, New Era is stepping up with their first big release hitting store shelves across Kentucky. It's a set of three special cask-strength bourbons, each one paying tribute to some of the state's most famous natural spots. These aren't your everyday bottles; they're single-barrel picks, aged for eight solid years, and bottled straight from the cask without any watering down. That means they're packing a punch, with proofs that bourbon lovers will appreciate for their bold flavors.
Image credit: New Era
First up is Nature’s Crossing at Natural Bridge, coming in at 115 proof. This one draws inspiration from the rugged beauty of Natural Bridge State Park, where massive stone arches and hiking trails offer a perfect getaway for anyone looking to recharge in the outdoors. Then there's Dark Wonders at Mammoth Cave, at 113.8 proof, nodding to the massive underground caves that have drawn explorers for generations. It's got that mysterious edge, just like wandering through those dark passages. Rounding out the trio is Magic Moonbow at Cumberland Falls, also at 115 proof. Cumberland Falls is known for its rare moonbow—a rainbow that shows up under the moonlight over the falls—and this bourbon captures that kind of rare, almost magical quality.
Each bottle is a 750ml size, with a suggested price of $99, making them accessible for guys who want to add something special to their collection without breaking the bank. But here's the catch—they're only available in Kentucky retail stores, starting the week of September 6. If you're planning a road trip through the Bluegrass State, this could be a good reason to stock up. Zane and Matt have made sure these are limited, so they might not stick around long, especially with the buzz building around them.
What makes this launch even better is how it ties back to the community. New Era isn't just about selling whiskey; they're giving back in a meaningful way. The company is donating $3,000 to the Team Kentucky Storm Relief Fund, which helps folks hit hard by floods and storms. This comes right after the tough April 2025 disasters that left a lot of families rebuilding. It's a nod to how Kentucky's state parks have always been there as safe spots during rough times, whether it's a pandemic or a natural disaster. Zane put it plainly: these barrels are top-notch, and he's excited to let more people try them. Before this, New Era's stuff was only for club members, so going retail is a big step. And supporting the relief fund? That's just the right thing to do for neighbors in need.
Even Kentucky's leaders are tipping their hats to this. Governor Andy Beshear called out New Era for living up to what he calls "Team Kentucky values"—helping each other out and building up the state. He thanked Zane, Matt, and the crew for backing the parks and the relief efforts, saying it'll really help survivors get back on their feet. Russ Meyer, the commissioner for Kentucky State Parks, chimed in too. He pointed out how both the bourbon world and the parks are huge drivers for the state's tourism, which brings in over $14 billion a year. Combining them like this is smart, and it's cool to see a new player like New Era blending the two. Meyer noted that parks have been lifelines for people during crises, offering places to escape and heal.
This isn't New Era's first rodeo with standout bourbons, though. Their earlier releases, like "The Heart" and "Last Call," were club exclusives that have since become hot items on the secondary market. According to reports from bourbon trackers, "The Heart" can go for over $3,000 a bottle now, and "Last Call" isn't far behind at more than $1,000. That kind of demand shows Zane and Matt know how to pick winners—barrels that deliver complex tastes and become conversation starters at backyard barbecues or quiet evenings on the porch.
At its core, New Era Whiskey is about respecting the roots of bourbon making while pushing forward. Zane and Matt come from those quiet Kentucky towns where hard work and tradition run deep. They've taken that foundation and built a brand that's all about craftsmanship and sharing stories over a glass. Each sip is like a bridge between yesterday's methods and tomorrow's adventures. It's the kind of whiskey that fits right into a guy's routine—maybe after a long day at work, or while watching the game with buddies.
For anyone who's ever appreciated a good bourbon, this collection is worth checking out. It celebrates Kentucky's wild side, from towering bridges of rock to endless caves and glowing waterfalls under the moon. And with that donation to help storm victims, buying a bottle feels like doing a little good too. If you're in Kentucky or heading that way, keep an eye out in stores starting September 6. For more on what New Era's up to, head over to their site at newerawhiskey.com. Who knows, this might just become your new go-to pour for those moments when you want something real and rewarding.
