Old Fitzgerald Returns To Its Roots With New 7-Year-Old Bottled-In-Bond Bourbon

Forbes

05-06-2025

Old Fitzgerald Bottled-in-Bond 7-Year
There's a quiet kind of prestige in a bourbon that doesn't shout to be noticed. For generations, Old Fitzgerald has held that role in the whiskey world—a wheated bourbon with a reputation for refinement, favored by bartenders, collectors, and those who know the value of legacy in a glass.
Now, Heaven Hill Distillery is giving the brand its most accessible spotlight in years with the launch of Old Fitzgerald 7-Year-Old Bottled-in-Bond Kentucky Straight Bourbon Whiskey—a new signature expression that connects its storied past with an open invitation to the next wave of whiskey fans.
And it comes with impeccable timing: 155 years after the Old Fitzgerald trademark first appeared in 1869.
Built on the success of the high-end Bottled-in-Bond Decanter Series introduced in 2018, this new 7-year-old release strikes a balance between heritage and approachability. Priced at approximately $59.99 for a 700ml bottle, it's positioned as a more attainable bottle for both longtime admirers and curious newcomers.
The bourbon is aged for seven years in Level 3 charred new American oak barrels and bottled at 100 proof, meeting the stringent standards of the Bottled-in-Bond Act. It leans into the brand's signature wheated profile with a mashbill of 68% corn, 20% wheat, and 12% malted barley.
From the moment the cork pops, the whiskey reveals its character: a bright copper hue in the glass and a nose that conjures graham crackers and honey. The palate brings warmth and structure—fresh bread, brown sugar, and baking spices—while the finish delivers a cozy taper of cinnamon sweetness fading into oak.
'Seven years proved to be a sweet spot for a whiskey that already transcends expectations for a wheated bourbon,' said Heaven Hill Master Distiller Conor O'Driscoll. 'This refined bourbon carries the same layered elegance its longer-aged sibling made famous, and the same commitment to excellence found in every bottle from Heaven Hill Distillery.'
Alongside the liquid, the bottle itself offers a masterclass in nostalgic design—familiar yet refreshed. The diagonal red 'Old Fitzgerald' wordmark harkens back to the 1884 trademark. 'Your Key to Hospitality,' a phrase first found in the brand's vintage ads, now appears front and center on the label and is blown into the base of the bottle. Elegant fluting on the shoulder and a diamond-faceted closure pay homage to the 1950s diamond decanter bottles that helped cement Old Fitzgerald's premium identity.
Transparency is also part of the packaging ethos: 'Bottled-in-Bond' is boldly noted on the label, and the distillation season and year are stamped on the neck wrap—clear nods to quality and authenticity.
And authenticity is something Heaven Hill takes seriously. The distillery owns more Bottled-in-Bond brands than any other, carrying the torch for a category that demands high standards: a single distillation season, a single distiller, and aging in a federally bonded warehouse for at least four years.
To Heaven Hill Executive Chairman Max Shapira, Old Fitzgerald isn't just a brand—it's part of a personal and national history.
'This is a brand that's near and dear to my heart. I remember some of the early ads the brand is now harkening back to – and what makes me most proud is that throughout decades of changes, Old Fitzgerald has stood the test of time and maintained its unwavering commitment to quality,' Shapira said. 'It mirrors my family's story in many ways... Today, we're sharing Old Fitzgerald's story, legacy and quality with a new generation of whiskey lovers who will experience the key to hospitality.'
That hospitality will take physical form in the months to come: the rollout of Old Fitzgerald 7-Year-Old Bottled-in-Bond will be accompanied by a series of nationwide partnerships and immersive experiences designed to celebrate what it means to welcome someone in—glass in hand.
With this release, Heaven Hill isn't just debuting a new bourbon—they're reasserting Old Fitzgerald's place in the pantheon of American whiskey. It's a bottle made for sipping neat by the fire or sharing across the table, equally at home in a collector's cabinet or behind the bar.