Whiskey and Sport: Where Bourbon Collaboration Meets Brand Innovation

Sport has the ability to captivate an audience unlike any other. Whether you prefer the thrilling circuits of Formula One, the exhilarating touchdowns of the NFL or the prestigious greens of the PGA Tour, one thing is for sure - a glass of whiskey in hand makes the experience even better!

Therefore, it is unsurprising that numerous whiskey brands have collaborated with some of the most renowned and celebrated sports events, teams and leagues to engage with fans and celebrate the spirit of competition. 

In this article, we will delve into some of the most iconic collaborations between whiskey brands and sport. From special edition bottles celebrating iconic races to unique partnerships with major sports leagues, there's a lot to cheer on when it comes to these collaborations. 

Woodford Reserve and Kentucky Derby

The partnership between Woodford Reserve and the Kentucky Derby is a match made in bourbon heaven, blending the rich heritage of the iconic race with the unparalleled craftsmanship of Woodford Reserve bourbon. Since 1999, Woodford Reserve has proudly served as the official bourbon of the Kentucky Derby, cementing its place as a staple of Derby Day celebrations.

At the heart of this partnership is the annual release of the Woodford Reserve Kentucky Derby Edition, a limited-edition bourbon that pays homage to the "Run for the Roses." Each year, this special release features unique packaging inspired by the iconic Derby imagery, making it a coveted collectible for bourbon enthusiasts and horse racing fans alike. 

Through its longstanding partnership with the Kentucky Derby, Woodford Reserve has become synonymous with the traditions and excitement of horse racing's premier event. Whether enjoyed neat, on the rocks, or in a classic Mint Julep, Woodford Reserve bourbon adds a touch of elegance and sophistication to the Derby Day festivities, ensuring that every sip is as memorable as the race itself.

Elijah Craig and PGA of America

Elijah Craig's partnership with the PGA of America is a celebration of the shared values of excellence and tradition, bringing together the world of bourbon with the prestige of professional golf. In collaboration with the PGA of America, Elijah Craig has released numerous limited edition bottles celebrating some of the most iconic golf tournaments. 

Released to commemorate the 2023 Ryder Cup in Rome, Italy, Elijah Craig Ryder Cup is a European-influenced, American icon. This release is the exciting continuation of Elijah Craig's multi-year partnership as the “Official Bourbon” and Worldwide Supplier of the biennial competition: representing a beautiful marriage of the U.S. Team’s native spirit with the famed wine-growing region surrounding the European host city. Each bottle is adorned with a neck label featuring the Ryder Cup trophy, a gold coin emblazoned cork featuring the Ryder Cup logo, and a face label prominently featuring the “Official Bourbon” designation and Ryder Cup logo.

Similarly, the PGA Championship Edition is a special commemorative bottling of Elijah Craig that celebrates the tournament’s return to Kentucky after almost a decade away. Released in anticipation of the 2024 PGA Championship, held at Valhalla Golf Club - just a few miles away from where Elijah Craig is distilled, bottled, and aged - this special edition is adorned with a neck label featuring the Wanamaker Trophy, a gold coin featuring the 2024 PGA Championship logo and a face label prominently showcasing the brand as the official bourbon of the tournament. 

Through its partnership with the PGA of America, Elijah Craig continues to raise the bar for bourbon and golf collaborations, creating memorable experiences for fans and players alike. Whether enjoyed on the course or in the clubhouse, Elijah Craig Bourbon adds a touch of sophistication and enjoyment to every golfing occasion, ensuring that every sip is as memorable as a hole-in-one.

Jack Daniel’s and McLaren

Jack Daniel's collaboration with McLaren Racing brings together two renowned brands, uniting the world of motorsports with the legacy of Tennessee whiskey. Announced during the 2022 Formula 1 Season, the iconic partnership between Jack Daniel's and McLaren celebrates the brand's rich histories and shared ambition to innovate. 

Central to this partnership are the exclusive Jack Daniel's McLaren Edition Bottles, which capture the essence of both brands in a unique and collectible package. The Jack Daniel's McLaren Edition Bottles are a testament to craftsmanship and innovation, featuring sleek and dynamic designs inspired by the high-speed world of Formula One racing. Each bottle is adorned with the iconic McLaren Racing logo, incorporating the brand’s iconic papaya orange and paying homage to the team's rich history of success on the racetrack. Beyond their striking appearance, these limited edition bottles contain Jack Daniel's signature Old No. 7 Tennessee whiskey, renowned for its smooth and mellow flavor profile. Whether enjoyed neat, on the rocks, or in a classic cocktail, the Jack Daniel's McLaren Edition Bottles offer fans a taste of luxury and excitement with every sip. 

In addition to the exclusive bottles, Jack Daniel's partnership with McLaren Racing extends to the track, with the famous Jack Daniel’s logo appearing on McLaren’s race cars. Through its collaboration with McLaren Racing, Jack Daniel's continues to push the boundaries of innovation and excellence. Whether trackside or at home, Jack Daniel's whiskey adds a touch of sophistication and excitement to every racing occasion, ensuring that every moment is as thrilling as a victory lap.

Crown Royal and NFL

Crown Royal's partnership with the NFL is a touchdown in the making, blending the excitement of football with the regal taste of Crown Royal whisky. Established in 2017, the collaboration celebrates their shared values of tradition, excellence, and camaraderie, becoming a cherished tradition for fans and enthusiasts alike.

At the heart of the partnership are the special edition Crown Royal bottles featuring NFL team logos such as the Kansas City Chiefs Edition, adding a touch of team spirit to every bottle. These limited-release collectibles have captured the imaginations of fans across the country, becoming sought-after treasures in the world of sports memorabilia.  

Through its partnership with the NFL, Crown Royal has become an integral part of the game-day experience, bringing fans together to celebrate their passion for football and whisky. With each sip of Crown Royal, fans raise a toast to their team's success, making every game day a memorable occasion. As the official whisky of the NFL, Crown Royal continues to unite fans across the country, proving that football and whisky truly are the perfect pair.

Maker’s Mark and Major Sports Teams

Maker's Mark has forged partnerships with various major sports teams, blending the passion of fandom with the craftsmanship of bourbon. A focal point of these collaborations are limited edition bottles that swap Maker’s signature red wax seal for hues inspired by the team's colors. To date Maker’s Mark has teamed up with the Dallas Cowboys, New York Yankees, Denver Broncos, New York Knicks and LA Lakers - each adorned with the team's colors, rendering them highly sought-after collectibles among fans and bourbon connoisseurs alike.

Beyond their visually captivating allure, these special edition bottles house Maker's Mark's classic Kentucky straight bourbon, celebrated for its exceptional quality and robust flavor profile. Whether savored during raucous game day celebrations or shared among fellow enthusiasts, Maker's Mark delivers a taste of tradition and camaraderie with every sip. 

Evan Williams and MLB

Kentucky's first distillery, Evan Williams is the second-best-selling bourbon brand in the world, renowned for it’s rich and smooth character. Among its prized lineup of bourbons are the standard issue Black Label Bourbon, white label Bottled in Bond Bourbon, an "Evan Williams 1783" bourbon that is produced in more limited quantities, and a nine-year-old single barrel bourbon sold in vintage-dated bottles sealed with black wax. 

In 2016, Evan Williams announced a partnership with Major League Baseball (MLB). The collaboration has since become a celebrated collaboration that blends America's favorite pastime with the rich heritage of bourbon. As a sponsor of the MLB Post Season, Evan Williams can engage with millions of baseball fans across the country and reinforcing its connection to the sport and its passionate fan base.

In addition, Evan Williams hosts World Series Happy Hour events featuring specialty cocktails, creating opportunities for fans to come together, enjoy delicious drinks, and celebrate their shared love for both bourbon and baseball. Through these engaging experiences, Evan Williams has successfully integrated itself into the fabric of MLB, leaving a lasting impression on fans and solidifying its position as a beloved brand in the world of whiskey and sports.