Pendleton Whisky, a brand synonymous with Western heritage and rodeo culture, has made a significant leap by releasing its first-ever bourbon, Pendleton 1910 Bourbon. Known for its lineup of Canadian whiskies, this is Pendleton’s inaugural American-distilled bourbon, and it arrives as a bold new entry in the booming bourbon market.
A Milestone in Pendleton’s Legacy
Since its inception in 2003, Pendleton Whisky has honored the spirit of the American West and the rich traditions of the Pendleton Round-Up, one of the oldest rodeos in the United States. Pendleton’s existing portfolio includes the original Pendleton Whisky, Pendleton Midnight, the aged Pendleton 1910 Rye, and the 20-year-aged Directors’ Reserve. All these whiskies are distilled in Canada, aged, and then blended with pure glacier-fed water from Oregon’s Mt. Hood.
However, the release of Pendleton 1910 Bourbon marks a pivotal moment for the brand, as it branches into the bourbon category for the first time. The name "1910" pays homage to the first year of the Pendleton Round-Up, reinforcing the brand’s deep ties to Western culture.
What Sets Pendleton 1910 Bourbon Apart?
Pendleton 1910 Bourbon is a straight American bourbon crafted with care and precision. Aged for 10 years in #3 char White American Oak barrels, it offers a well-rounded flavor profile that reflects the dedication to quality and craftsmanship. The bourbon is a blend of high-rye and low-rye bourbons, resulting in a robust and versatile taste.
The bourbon is cut to 90 proof (45% ABV) with glacier-fed water from Mt. Hood, a signature touch that ties the spirit to its Oregonian roots. The flavor profile is rich, featuring notes of caramel, vanilla, and a hint of rye spice, making it an ideal choice for sipping neat, on the rocks, or in classic bourbon cocktails like the Old Fashioned or the Cowboy Gold Rush.
A Tribute to the Western Lifestyle
Pendleton 1910 Bourbon is more than just a drink; it’s a celebration of the rugged and tenacious spirit of the American West. Its ornate bottle design reflects this heritage, resembling the intricate leather craftsmanship of a prize rodeo saddle. The brand's commitment to honoring Western traditions is evident in every aspect of this new release.
Lander Otegui, Senior Vice President of Marketing at Proximo Spirits, which owns the Pendleton brand, noted that the bourbon is designed to resonate with whiskey enthusiasts who value tradition and quality. “Pendleton Whisky fans seek a spirit that reflects their Western lifestyle heritage and work ethic,” Otegui said.
A Strategic Move in a Growing Market
The bourbon market has seen remarkable growth in recent years, with sales increasing by 50% over the past five years. Pendleton Whisky’s decision to introduce Pendleton 1910 Bourbon positions the brand to capitalize on this trend. The release also aligns with Pendleton’s goal to expand its audience while maintaining its core values.
With a loyal consumer base already established through its Canadian whiskies, Pendleton aims to appeal to a broader national audience with this American bourbon. Otegui emphasized the brand’s impressive growth, noting a 10% compound annual growth rate in sales over the last four years.
Limited Availability and Nationwide Launch
Pendleton 1910 Bourbon was made available on November 20, 2024, through the Pendleton Whisky website and select retailers in Arizona, California, Texas, Nevada, Oregon, and Washington. The bourbon is expected to roll out nationwide by February 2025, ensuring wider access for whiskey enthusiasts across the country.
Pendleton Whisky’s Role in Rodeo and Beyond
As the Official Spirit of the ProRodeo Cowboy Association (PRCA) and the Official Whisky of the Professional Bull Riding (PBR) Velocity Tour, Pendleton Whisky is deeply ingrained in the rodeo world. This new bourbon further cements its commitment to the Western lifestyle while broadening its reach to bourbon lovers everywhere.
A New Chapter for Pendleton Whisky
Pendleton 1910 Bourbon signifies a new era for the Pendleton brand. With its tenacious spirit, rich flavor, and deep Western roots, this bourbon offers a compelling new option for whiskey drinkers who appreciate tradition, craftsmanship, and quality. Whether enjoyed neat, on the rocks, or in a cocktail, Pendleton 1910 Bourbon is a testament to the hard work and character that define the American West.
By expanding into bourbon, Pendleton Whisky not only diversifies its offerings but also strengthens its position as a leading whiskey brand. The launch of Pendleton 1910 Bourbon is a bold step forward, honoring the past while looking to the future of American whiskey.
