Latest news with #MaxShapira
Forbes
14-07-2025
- Business
- Forbes
Old Fitzgerald 7-Year Marks A Brand Revival Decades In The Making
The 7-Year Bottle-in-Bond is the first year-round Old Fitzgerald release in decades. Chris Perugini Once upon a time, an unassuming whiskey brand was born. Over the next 155 years, it would experience many ups and downs as it traversed the whiskey consumer market. From the early days of upstart sourcing and contract distilling, to massive growth and innovation under the tutelage of the most famous name in bourbon, to becoming a nearly forgotten brand, Old Fitzgerald has seen it all. At first glance, Heaven Hill's recent launch of Old Fitzgerald 7-Year Bottled-in-Bond may seem like the latest in a long string of never-ending new products. In reality, the return of a core range Old Fitz (as it's commonly nicknamed) bottled-in-bond product marks an improbable comeback story for a brand that was left for dead in the 1990s. I recently spoke with Heaven Hill Executive Chairman Max Shapira and Master Distiller Conor O'Driscoll about the launch of Old Fitz 7 Year. While Old Fitzgerald's revival is remarkable, to fully appreciate its significance, we must first understand its storied history. The earliest records of the Old Fitzgerald brand date back to the 1870s, when S.C. Herbst registered the Jno. E. Fitzgerald trademark. Herbst was a Milwaukee-based rectifier that sourced both bourbon and rye from Kentucky, with a preference for pot-still whiskey. By the time the Bottled-in-Bond Act passed in 1897, Herbst decided to get out of the sourcing business and purchased a distillery in Frankfort to make his own whiskey. Production at the distillery continued until prohibition, when Herbst sold the brand and its whiskey stocks to Julian P. Van Winkle (of Pappy Van Winkle fame). The Old Fitzgerald brand became part of the W. L. Weller and Sons and A. Ph. Stitzel Distillery portfolio and was sold for medicinal use throughout the 1920s. Eventually, Old Fitzgerald's inventory was depleted and more needed to be made. Van Winkle and Stitzel made the unusual choice to use wheat as the secondary grain instead of rye, resulting in a softer flavor profile that they agreed would drink better at a young age. After the repeal of prohibition, W. L. Weller and Sons and A. Ph. Stitzel Distillery officially merged to form the Stitzel-Weller Distillery, and the new company doubled down on Old Fitzgerald as its flagship product. The Old Fitzgerald lineup usually ranged from 4 to 12 years old, with their 8-, 10-, and 12-year-old products serving as premium expressions under the 'Very Old Fitzgerald' moniker. The brand also featured special edition decanters and a few one-off bottlings at 15 and 18 years old, but typically targeted the 20th-century whiskey drinker (who preferred younger whiskey that wasn't heavily influenced by oak). A magazine ad for Old Fitzgerald from the 1950s. Chris Perugini During Pappy's time at the helm, Old Fitzgerald was always bottled-in-bond, which meant it was bottled at exactly 100 proof. Before 1962, the maximum legal barrel entry proof was 110, but Stitzel-Weller went much further during production to extract and preserve as much flavor as possible. Written by Van Winkle himself in a series of columns that ran in newspapers and magazines, Stitzel-Weller's distillate came off the column still at a surprisingly low 85 proof, then moved to the doubler, where it came off at a final proof of 117. It was then reduced to 103 proof before entering the barrel. The final result was a full-bodied bourbon that retained many congeners from its low proof, both off the still and into the barrel. In other words, lots of flavor without any harshness or astringency from the oak. Julian Van Winkle Sr. died in 1965, and his son, Julian Van Winkle Jr., took over the business during a tumultuous time in the American whiskey world. As demand waned and the barrel inventory surged, Van Winkle Jr. shifted Stitzel-Weller's business model to include an aspect of collectability. The 1960s and 1970s saw many Old Fitz expressions bottled in ceramic decanters that were decorated to suit a variety of interests, from Irish heritage to local themes like 'South Carolina's Tricentennial' or 'Historic Vermont.' For many consumers during this era, the outside of the decanter was as important, if not more important, than what was inside it. Fall From Grace After the sale of the Stitzel-Weller Distillery to Norton Simon in 1972, the distillery was renamed the Old Fitzgerald Distillery, honoring the legacy of their stalwart brand. Heaven Hill Executive Chairman Max Shapira started working at Heaven Hill a few years earlier. As he recalls, Old Fitzgerald 'wasn't huge, but was well-positioned as a premium brand.' The sale of the Stitzel-Weller distillery was the start of a long odyssey, wrought with mergers, acquisitions, and divestments consistent with an industry that was now struggling to stay afloat after decades of unprecedented growth. When the dust settled, Stitzel-Weller was owned by United Distillers (known today as Diageo). By the 1990s, the American whiskey world was feeling the longterm effects of a 20-year market decline. Some distilleries, like Wild Turkey and Four Roses, shifted at least some of their focus to export markets like Japan. Non-distillers like KBD and Preservation followed suit, bottling well-aged surplus stocks for markets that wanted old American whiskey. Other distilleries, like Stitzel-Weller, were eventually deemed expendable. Under the direction of United Distillers, the final drops passed through Stitzel-Weller's stills in 1992. The business itself closed two years later. As Shapira recalls, 'Pappy was the only true dedicated steward of the [Old Fitzgerald] brand, and it never found consistent footing' after his passing. A variety of Old Fitzgerald Bottled-in-Bond products from the 1960s to present day. Chris Perugini A New Owner, A New Beginning During its dormancy, the distillery and its brands remained in control of United Distillers until April of 1999, when the freshly-renamed Diageo engaged in a flurry of sale activity. One of these transactions included the sale of their Louisville-based Bernheim Distillery to Heaven Hill. At the time, Heaven Hill was still reeling from a devastating 1996 fire that destroyed their Bardstown distillery and warehouses, resulting in a loss of 7.7 million gallons of bourbon. The Old Fitzgerald brand was included in the distillery sale, referred to by Shapira as "lagniappe"—a Cajun word meaning "a little something extra" or "a bonus." Old Fitzgerald, the once proud brand with a century-long legacy, was tossed into the Bernheim sale like an extra trading card between kids to sweeten the deal, not to headline it. Shapira knew that Heaven Hill was the right distillery to bring the brand back to its former glory, and he wasn't the only one who thought so. 'I remember after we bought the brand, I got a nice note from Sally Van Winkle [Pappy's granddaughter], and she said something to the effect of 'Dear Max, glad to see this proud old brand has fallen into the hands of Heaven Hill, I hope you'll do a good job with it.'' The bourbon industry was still reeling from decades of poor sales and low consumer demand, so Heaven Hill didn't think the time was right for an Old Fitzgerald revival. 'We put it into the Heaven Hill library and checked it out every so it was tattered around the edges and we needed to liven it up,' says Shapira. Bringing Old Fitzgerald 7-Year To Life That opportunity eventually presented itself as the whiskey market boomed in the 21st century. By the 2010s, Heaven Hill knew that the time was right to bring Old Fitzgerald back in the spotlight, but restarting a historic brand—especially one with a wheated mash bill—takes careful planning and consideration. Long before the Old Fitzgerald decanter series began in spring 2018, the distillery was laying down large stocks of wheated bourbon in preparation for the brand's revival. In fact, the first batch of Heaven Hill 7-Year is from the same Spring 2018 distilling season when the first decanter was released. 'It goes back to the true dynamic of the bourbon industry. You need to have patience and perseverance to get anything done,' says Shapira. 'To have the quality of our wheat-based whiskey and the amount needed for a project like this took time.' Old Fitzgerald 7-Year Bottled-in-Bond is available year-round nationwide. Heaven Hill Brands 'It's been in the mix for a while,' says Heaven Hill Master Distiller Conor O'Driscoll. 'I sat on the innovation panel with folks from across the it taste special enough? Is it different? Does it stand on its own? The answer to all those questions was 'yes' with two thumbs up.' Many bottled-in-bond products are aged for the legal minimum of 4 years before being released. Why did Old Fitzgerald age for 7 years instead? 'Somewhere between 6 and 8 years is really the sweet spot for straight whiskies for us,' says Shapira. 'The 7-year age statement aligns perfectly with our 7-year-old bottled-in-bond rye-based bourbon, the Heaven Hill 7-Year-Old,' added O'Driscoll. Heaven Hill knows a thing or two about bottled-in-bond bourbon. The distillery has been championing bottled-in-bond whiskey since opening in 1935 and makes more bottled-in-bond products than any other American whiskey distillery. Old Fitzgerald isn't the only wheated bourbon in Heaven Hill's portfolio, though. Heaven Hill's Larceny brand uses the same mash bill of 68% corn, 20% wheat, and 12% malted barley. The difference between the two products? Their target flavor profile. 'We make styles of whiskey,' says O'Driscoll, 'and one of the styles we make on the production schedule is OFD, which stands for 'Old Fitz Distillate.'' Even with the same mash bill, many aging factors have an impact on the way a barrel of bourbon 's flavor profile will develop. 'We have 2.1 million barrels aging,' O'Driscoll continues. 'Some warehouses are big, some are small, some are in the floor, high of that impacts how the whiskey is going to age.' O'Driscoll confirmed that Old Fitzgerald 7-Year isn't being aged in one particular location or on a specific set of floors in their warehouses. 'There isn't a honey hole, or we'd put all our barrels there. We have 2.1 million honey holes.' One of the most important aspects of this new product is that unlike their limited-edition decanter series, Old Fitzgerald 7-Year is a core range product that's here to stay. 'Heaven Hill is checking [the brand] out of our library and putting it on loan to everyone out there,' says Shapira. 'This isn't allocated. You don't have to stand in line to get it,' says O'Driscoll. 'We made plenty, so don't worry.' Heaven Hill 7-Year Bottled-in-Bond is available nationwide with a suggested retail price of $59.99. Old Fitzgerald 7-Year Bottled-In-Bond Tasting Notes Old Fitzgerald Bottled-in-Bond uses Heaven Hill's wheated mash bill. Chris Perugini This whiskey appears amber in the glass. On the nose, I find notes of fresh-baked bread, cinnamon, powdered sugar, a bit of leather, caramel corn, vanilla, orange peel and a slight grassy note. With water, there is an unmistakable 'candy buttons' note, followed by ripe peach, overcooked pie crust, apricot and more baking spice. The palate starts with a gentle arrival of sweet corn, cherries in syrup and vanilla wafers, followed by assorted hard candy, barley sugars, clove and a touch of ginger. Water brings out notes of peanut butter cookies, vanilla ice cream and baked apple. On the finish, I find notes of waffle cone, cherry Mike and Ikes, cinnamon roll, dried berries, drying toasted oak and more vanilla. Water adds some sharper spice and honeyed sweetness, along with graham cracker, a deeper, richer oak and just a bit of cooling mint. Make no mistake. This isn't the Old Fitzgerald BiB of the 2000s and early 2010s. It's also not the same Old Fitz that you'll find in their decanter series. This is a unique product all its own, and I now understand why it's being placed in the spotlight of Heaven Hill's vast bottled-in-bond portfolio. It's the perfect sister release to Heaven Hill's rye-based, 7-year-old bottled-in-bond bourbon. This whiskey is an easy sipper that has enough depth to please casual drinkers and connoisseurs alike. Follow me on Instagram at @singlemaltsavvy and check out my website at More From Forbes Forbes A Japanese Whisky Check-In With The President Of The House Of Suntory By Chris Perugini Forbes Going Under The Hood Of The 2024 Buffalo Trace Antique Collection By Chris Perugini Forbes It's A Malty 'Take Two' For Parker's Heritage 18th Edition By Chris Perugini Forbes At Least One Bottle Of The $7,500 Weller Millennium Is Open. How Is It? By Chris Perugini
Yahoo
03-06-2025
- Business
- Yahoo
Here are 7 new bourbon, whiskey releases or experiences you need to know about this month
There are numerous new bourbon and whiskey expressions you will see on shelves this month. From Heaven Hill's new Grain to Glass Kentucky Straight Bourbon Whiskey, to a custom bourbon bottle from J. Mattingly 1845 Distillery just in time for Father's Day, there's something for every taste. Here are seven new things happening in the bourbon industry you need to know about this month. Heaven Hill Distillery, America's largest family-owned and operated distillery, has released its highly anticipated Second Edition of Heaven Hill Grain to Glass Kentucky Straight Bourbon Whiskey. Each annual edition of Heaven Hill Grain to Glass features a unique corn seed varietal, chosen in collaboration with Beck's Hybrids of central Kentucky. The 2025 release features corn seed varietal Beck's 6225 and was grown by family-owned Peterson Farms on one of two sites in Nelson County, Kentucky. Made up of 52% corn, 35% rye and 13% malt, this unique mash bill has a higher secondary grain content than Heaven Hill Distillery's traditional bourbon recipe and was aged for six years at Heaven Hill's Cox's Creek site. "In 2017, we embarked on a journey to create a one-of-a-kind Grain to Glass Whiskey by partnering with family-owned seed companies and farms," Max Shapira, executive chairman of Heaven Hill Brands, said in a news release. "These innovative mash bills feature hand-selected, unique grain varieties grown locally by Kentucky family farms. Heaven Hill Grain to Glass is a testament to the important legacy of family farmers, who are the lifeblood of our country." Grain to Glass is non-chill filtered and bottled at barrel strength, 105 proof. For more information about Heaven Hill Grain to Glass, visit: More: New whiskey tasting room coming to NuLu in 2025. Here's where to find it For Father's Day, give dad a customized double-staved bourbon from J. Mattingly 1845 Distillery. Choose a mash bill from hundreds of proprietary double-staved barrels pre-selected by the Mattingly team of master blenders. Customize it even more by choosing the bottle shape, wax color for the stopper, and a personal message on the label for dad. "The online custom bourbon bottles truly are a one-of-a-kind gift that dad, or any bourbon lover, will treasure," said Harry Richart, president of J. Mattingly 1845 Distillery. "Not only is the whiskey made through our double-staved process, but your choice of bottle shape, custom message for the label and wax color combination make it a unique creation not found on the liquor store shelf. It's a gift that stands out from all others with the various customization opportunities." Options bought before June 7 are bottled and shipped. Orders placed after June 7 have the option of a downloadable gift card, which can be printed and given to dad on Father's Day. Retail is $155 for a 750mL bottle. J. Mattingly 1845 Bourbon and the custom bourbon creation option are available online at and in person at its Distillery, 20 Reilly Road, Frankfort. Knob Creek announces the newest evolution of its Single Barrel Select Program: Knob Creek Single Barrel Select Cask Strength. Bottled directly from the barrel, with no water added, Knob Creek Single Barrel Select Cask Strength delivers the signature bold flavor fans have come to love, in its purest form, ranging in proof from 110–130 for bourbon and 100–120 for rye. "When my grandfather created Knob Creek, he set out to make a whiskey that stood out, bold, robust, and no shortcuts," Eighth Generation Master Distiller Freddie Noe said in a news release. "With our Single Barrel Select Program, we pay tribute to that legacy by offering fans the chance to experience Knob Creekin its most authentic form— uncut and unfiltered, creating the most unadulterated single barrel selection in Knob Creek'shistory." More: When is National Bourbon Week? Here are 5 things to know and do to celebrate this year Enjoy the single barrel experience that includes a visit to the James B. Beam Distilling Company in Clermont, where participants can enjoy an exclusive behind-the-scenes distillery experience, including barrel selection inside historic warehouse K, taking whiskey from multiple barrels, comparatively tasting to find the right barrel pick and concluding with a curated dining experience at The Kitchen Table. For retailers not able to attend, the brand will bring the experience to the market with remote selection sample kits. Knob Creek Single Barrel Select Cask Strength will be available at participating retailers nationwide with a suggested retail price of $69.99 for a 750mL bottle. For those passionate about personalized selections, the James B. Beam Distilling Company's Private Barrel Club invites consumers to visit the distillery, taste through a selection of barrels, and handpick their favorites for purchase. For more details visit, Milam & Greene has released its Unabridged Volume 3, a cask-strength blend of straight bourbon whiskeys. This limited-edition, cask-strength bourbon is part of the esteemed Blender's Reserve Collection. Unabridged Volume 3 is a blend of 49 carefully selected barrels, featuring 10-year-old Kentucky bourbon whiskey (4 casks), 9-year-old Kentucky bourbon whiskey (13 casks); 6-year-old Kentucky bourbon whiskey (7 casks), 4-year-old Texas bourbon with malted rye (5 casks), 4-year-old Tennessee bourbon whiskey (5 casks) and a 3.5-year Kentucky bourbon whiskey with malted Rye (15 casks). Tasting Notes Nose: Inviting aromas of caramelized brown sugar, honeysuckle, almond, oak, cigar boxes, and aged leather. Palate: A smooth yet viscous mouthfeel with flavors of sweet cornbread, crème brûlée, vanilla, peanut brittle, and malted milk chocolate. Finish: A lingering and dangerously smooth finish featuring notes of marzipan, baking spices, and simple syrup. Unabridged Volume 3 is 118 proof with a suggested retail price of $94.99. For more information visit, series. Old Forester has announced the debut of one of its most coveted, rare expressions, President's Choice. Previously available only at the Old Forester Distillery in Louisville, this marks the first time President's Choice Bourbon and a new expression, President's Choice Rye, will be offered in limited quantities at select retailers nationwide. Each President's Choice barrel is aged between seven to nine years and bottled at proof points selected by Assistant Master Distiller Caleb Trigo and Master Taster Melissa Rift, highlighting their unique flavor profile, traditionally ranging from 110 to 125 proof. To celebrate the national debut, Old Forester Distillery is selling a limited number of bottles that can be picked up on Saturday, June 14, National Bourbon Day, which is also the 8th anniversary of the opening of Old Forester Distillery on Whiskey Row. President's Choice Bourbon and President's Choice Rye will each retail for $225. More: Here are 5 repurposed buildings that have been turned into distilleries in Louisville Rebel Bourbon, the Official Bourbon of Richard Childress Racing, has teamed up with Childress Vineyards on the release of Rebel 100 Childress Vineyards Cabernet Franc Barrel Finish. This limited-release offering features Rebel's original wheated recipe, aged four years, finished in Childress Vineyards Cabernet Franc barrels and bottled at 100 proof (50% ABV). The result is a one-of-a-kind bourbon with unique flavor notes of sweet plums, honey and bright berries. Suggested retail price of $39.99 per 750mL bottle. "We selected the Cabernet Franc barrels from Childress Vineyards because we wanted to craft a smooth, high-proof bourbon with tasting notes of sweet berry, oak, caramel, vanilla and spice," Lux Row Distillers Master Distiller John Rempe said in a news release. "Cabernet Franc was the perfect match for our wheated Rebel recipe, and the result is incredible." To learn more about Rebel 100 Childress Vineyards Cabernet Franc Barrel Finish, visit Woodford Reserve has released a new limited-edition bottle as part of its Distillery Series – Tawny Port Finish. The new expression combines a rye and bourbon blend with bourbon finished in Tawny Port barrels, which accentuates the fruit character in the whiskey. The liquid is then balanced by additional bourbon to create a whiskey that is decadent and complex. 'This expression highlights our ability to artfully blend rye and bourbon whiskey, as well our approach to barrel experimentation,' Master Distiller Elizabeth McCall said in a news release. 'The Tawny Port barrels impart delicate notes of wood and concentrated fruit, which combined with the charred oak barrels, allow us to create a rich, layered whiskey." More: Here are 9 beer festivals taking place in Louisville this year Tasting Notes Color: Dark Amber Aroma Aroma: Brown sugar, semi-sweet chocolates, nutmeg, and clove layered over notes of overripe bananas and dried dark fruits. Flavor: Rich raisin, plumb, clove, and nutmeg, with hints of brown sugar sweetness and toasted walnut. Finish: Long with lingering notes of dried fruit and toasted nuts. Tawny Port Finish is 90.4 proof and has a suggested retail price of $64.99, available in limited quantities at select Kentucky retailers and at Woodford Reserve Distillery and at Reach features clerk Gege Reed at greed@ This article originally appeared on Louisville Courier Journal: New bourbon releases: Heaven's Hill, Woodford Reserve and more
