Buffalo Trace Releases New 100-Proof Sazerac Rye

Forbes

21-07-2025

Produced by Buffalo Trace Distillery, Sazerac Rye's first line extension in years is a nod to the rising demand for more intense, cocktail-ready whiskeys. Courtesy: Sazerac
In the ever-evolving world of American whiskey, proof is more than just a number on a label—it's a signal. For bartenders, it's about structure. For collectors, it's about character. And for everyday drinkers, it's increasingly about intensity. With the debut of Sazerac Rye Whiskey 100 Proof, Buffalo Trace is responding to all three groups in one move, offering a stronger expression of a rye that already occupies a storied place behind the bar.
The July 2025 announcement from Frankfort, KY marks the first major evolution of the core Sazerac Rye in years, and while a ten-point bump in proof might seem incremental, the implications are not. This release isn't just a higher-octane version of the familiar 90-proof rye. It represents a clear acknowledgment that the market has shifted—toward bigger flavors, bolder builds, and the rising expectations of bartenders crafting serious cocktails.
'Bartenders have increasingly embraced 100 proof ryes for the balance, strength and versatility they provide,' said Andrew Duncan, Global Brand Director at Buffalo Trace Distillery, in a statement. 'Sazerac Rye 100 Proof offers greater control over flavor and balance, empowering creativity behind the bar.'
For cocktail professionals building multi-ingredient drinks where a number of flavors jockey for position, 100 proof is fast becoming the sweet spot. It's a signal to bartenders that a whiskey can handle mixing without getting lost, especially in classics like the Manhattan or, naturally, the Sazerac. It's no coincidence that this new expression joins the Sazerac Barrel Select (SBS) program, offering bars the opportunity to put their own stamp on a single barrel of this higher-proof rye.
The original Sazerac Rye has long had a loyal following, thanks to its spicy, dry profile and value-driven pricing. It's a gateway rye for many, and a workhorse for bars that want a reliable, flavorful base spirit. But in recent years, demand has swelled for rye whiskeys that offer more power and presence. With Sazerac Rye 100 Proof, Buffalo Trace is effectively acknowledging that the training wheels can come off.
Master Distiller Harlen Wheatley describes the new release as being built with bartenders and cocktail enthusiasts in mind. 'We focused on ensuring this higher-proof spirit delivers complexity and structure without losing its signature profile,' he said in a statement. That promise seems to hold up on the palate: candied spice, citrus, and the signature rye pepper come through with more clarity and weight. The result is a bottle that feels calibrated for the realities of the modern bar, while still able to hold up to being tasted neat.
At $29.99 for a 1-liter bottle, this release also speaks to access, which has always been an important aspect of Buffalo Trace's marketing plays. From releases like their new Eagle Rare 12, to their line of George T. Stagg, to one-offs like the new E.H. Taylor, Buffalo Trace has always kept a close eye on keeping supply tight.
The sense of rarity consistently sparks customer intrigue and keeps prices high—so the fact that the new Sazerac Rye 100 Proof is being put out at this price point speaks to the brand's confidence in the demand for a bar-ready, budget-conscious whiskey for consumers looking for high-proof spirits. It's an interest that shows no sign of slowing.