Rooted in 160 years of heritage, the brand enters the premium bourbon category with a whiskey worthy of the Stetson name
NEW YORK, NY (August 4, 2026) — Stetson, America’s most iconic Western brand today announces the launch of Stetson Bourbon. Backed by a legacy of Western heritage, quality, and craftsmanship, Stetson Bourbon is a super-premium, high-rye proprietary blend distilled and bottled in Bardstown, Kentucky. After a three-year journey of sourcing and tasting, Stetson found the perfect blending partner in Kentucky Master Blender Dan Callaway. Together, they developed a bourbon that reflects the uncompromising standards expected of a spirit worthy of the Stetson name.
The story of Stetson has unfolded alongside the story of America since 1865, when John B. Stetson invented the cowboy hat in response to the demands of the American West. Defined by dedication to quality, reverence for tradition, and creative inspiration, Stetson Bourbon carries that pioneering spirit forward.
“For more than 160 years, Stetson has stood alongside the people who built the American West. Bourbon has always been part of that same tradition, woven into the same ranches, saloons, and gatherings our hats have been part of,” said Robert Dundon, CEO of Stetson. “Over the last five years, we’ve crafted and successfully executed a plan to elevate and introduce new categories. When someone sees the Stetson name on a bottle, they can expect the same authenticity, craftsmanship, and enduring quality they’ve known for generations. We wanted to bring a unique premium expression to market that our discerning customers will enjoy wherever they celebrate the rituals of their lives. It’s about time.”
The first-ever collaboration between two of Kentucky’s most respected producers, Green River Distilling Co. and Bardstown Bourbon Company, Stetson Bourbon combines Stetson’s legacy and Kentucky’s bourbon expertise. Stetson Bourbon is a distinct, super-premium, 100-proof, high-rye whiskey crafted from a proprietary blend aged an average of seven years. The nose opens with buttery oak, caramel, and vanilla, then deepens into brandied fruit and warm baking spices, with a light rye finish. The result is a balanced bourbon with remarkable depth, character and versatility, ideal for sipping neat, over ice and in classic cocktails.
Every bottle features a depiction of The Last Drop from His Stetson, a painting by renowned Western artist Lon Megargee. An enduring symbol of the American West since the early 1920s, the iconic artwork reflects the resourcefulness, compassion and humility that have always defined the Stetson brand.
For the Stetson fan who values quality craftsmanship and appreciates whiskey, Stetson Bourbon feels like a long time coming. Few things represent the American West like Stetson and bourbon, making this category expansion a natural evolution of the brand’s story. This bourbon is for those who embody the cowboy spirit, wherever they live and however they drink it.
Stetson Kentucky Straight Bourbon (SRP: $70) is available today direct-to-consumer online and at select retailers across Texas, with plans to expand distribution in the future. Learn more at stetsonbourbon.com and follow @stetsonbourbon on Instagram.
About Stetson
Since 1865, Stetson has embodied the best of the American spirit—authentic, independent, and bold. John B. Stetson’s trailblazing legacy lives on in everything that bears the Stetson name, from headwear, boots, and apparel to fragrances, accessories, and more. More than 160 years after its founding, the Stetson story continues, in step with the journey of America—ever evolving, yet timeless. For more information, visit www.stetson.com and follow @stetsonusa on Instagram.
