Rolling Fork Spirits, known for their expertise in rum, has taken a bold step by reviving a historic bourbon brand: Bourbon de Luxe. Originally launched in the early 1900s, Bourbon de Luxe was a widely respected name in whiskey, with roots going back to 1911. This classic brand, created by Fort Worth-based whiskey merchant Milton Eppstein, was once a household staple in American bourbon culture. Now, after decades off the shelves, Bourbon de Luxe is being reintroduced as a premium Kentucky Straight Bourbon by Rolling Fork Spirits' founders, Turner Wathen and Jordan Morris.
The Historic Roots of Bourbon de Luxe
Bourbon de Luxe first gained popularity in the years before Prohibition, thanks to the entrepreneurial spirit of Milton Eppstein, who established it as a high-quality whiskey that quickly gained a following. When Prohibition went into effect in the 1920s, the brand adapted by becoming one of the medicinal whiskeys legally available during that era. Eppstein’s vision for Bourbon de Luxe endured, as it continued to thrive even under these restrictions.
In 1926, a new chapter began for Bourbon de Luxe when R.E. Wathen Co., a respected whiskey producer from Kentucky, acquired the brand. This acquisition brought Bourbon de Luxe into the fold of the American Medicinal Spirits Company (AMS), a major player in medicinal whiskey during Prohibition. By 1929, AMS had become a cornerstone of the whiskey industry in the United States, bottling significant volumes of medicinal whiskey and merging into a powerhouse called National Distillers. National Distillers owned several other prominent brands, including Old Grand-Dad, Old Crow, and Old Taylor, and Bourbon de Luxe became one of the key offerings in this extensive portfolio.
During its time with National Distillers, Bourbon de Luxe’s popularity surged. Following the end of Prohibition, National Distillers continued to expand the brand’s reach, although it encountered a unique challenge: United Distillers, a competitor, tried to sell Canadian whiskey under the same name. American Medicinal Spirits fought back, and ultimately, the fraudulent imports were banned, underscoring Bourbon de Luxe’s strong reputation and appeal in the marketplace.
In 1987, National Distillers sold its bourbon brands to Jim Beam Co., which continued to produce Bourbon de Luxe until the early 2000s. However, as other brands within the Jim Beam portfolio gained prominence, Bourbon de Luxe eventually faded from shelves, and the brand became dormant—until now.
The Revival: A Dream Realized for Rolling Fork Spirits
For Turner Wathen and Jordan Morris, the revival of Bourbon de Luxe is not just a business venture but a passion project. Wathen, whose family lineage traces back to R.E. Wathen Co. and the American Medicinal Spirits Company, saw a unique opportunity to bring back a brand with deep personal and historical significance. Since becoming business partners in 2016, Wathen and Morris had always wanted to create a bourbon, but they were determined to find a brand that not only resonated with their vision but also held a unique place in bourbon history.
In the meantime, the duo gained recognition in the spirits industry by blending and bottling award-winning rums under the Rolling Fork label, sourcing high-quality rums from around the world. Their experience and skill in creating premium spirits prepared them well for the bourbon venture, and they patiently waited for the perfect opportunity. When they secured the trademark for Bourbon de Luxe, they knew they were ready to reintroduce this classic to a new generation.
"Reviving Bourbon de Luxe has been a dream for both Jordan and me," said Turner Wathen. "It’s one of those legacy brands that carries a lot of weight in the bourbon world, and we wanted to make sure we did it justice. We wouldn’t have moved forward without access to top-quality Kentucky Straight Bourbon that lives up to the brand’s heritage."
The Bourbon: A Premium Kentucky Straight Bourbon at Cask Strength
Rolling Fork Spirits' Bourbon de Luxe re-release is crafted to be an exceptional Kentucky Straight Bourbon that honors the brand’s storied past while meeting modern taste expectations. The new version of Bourbon de Luxe is an 8-year-old bourbon, sourced from a distillery in Bardstown, Kentucky, the heart of bourbon country. Bottled at an impressive cask strength of 119 proof, this bourbon is rich, complex, and bold—a super-premium offering designed to appeal to true bourbon enthusiasts.
The tasting notes for this new release are a testament to its quality. Bourbon de Luxe offers an inviting blend of caramel, vanilla, cream, and orange peel, balanced by seasoned oak and a hint of pepper. These notes create a multi-layered profile that pays homage to the bourbon’s history while delivering a modern flavor experience. Rolling Fork’s team carefully blended three barrels for the initial batch, resulting in 528 bottles, each showcasing the craftsmanship and dedication behind this revival.
This first batch is exclusively available on Seelbachs.com, a retailer known for its curated selection of craft spirits, and is priced at $64.99 per bottle. Due to the brand’s historical importance and limited availability, demand for Bourbon de Luxe is expected to be high, and collectors and bourbon fans are likely to snatch it up quickly. For those who miss out on this first batch, Rolling Fork Spirits has confirmed that additional releases are already in the works, with the next bottling anticipated in 2025.
A New Era for an Iconic Brand
The relaunch of Bourbon de Luxe marks not only the revival of a classic brand but also a new chapter for Rolling Fork Spirits, which is expanding from its success in rum to become a multi-category spirits producer. With the reintroduction of Bourbon de Luxe, Wathen and Morris are bringing back a piece of bourbon history, giving it new life in the modern spirits market while preserving its rich legacy.
Bourbon enthusiasts and collectors alike will appreciate the brand's return, which ties together nearly 113 years of bourbon heritage with a product crafted to today’s highest standards. For those interested in experiencing this historic bourbon for themselves, the limited release of Bourbon de Luxe is now available—and promises to be a sought-after addition to any collection.
Rolling Fork Spirits has not only revived a forgotten name but has also set a high standard for what a brand revival can look like, combining historical integrity with premium quality. Bourbon de Luxe’s return serves as a reminder of bourbon’s enduring legacy and appeal, proving that a true classic can always make a comeback.
