Ahead of NFL kickoff, the world’s No. 1 bourbon brand is betting that a missed field goal can bring rival fans together — and pay out an 85-inch TV in the process. CLERMONT, KY — September 9, 2026 — Jim Beam is launching a new campaign built around one of football’s most universally hated sounds:
The Brown County, Indiana distillery’s fall celebration returns Saturday, Sept. 26, with live music, festival games, and the final Master Distiller’s Reserve release of 2026. NASHVILLE, IN — September 8, 2026 — Hard Truth Distilling Co. is bringing back its Harvest Festival for a third year on Saturday, September 26, turning its Brown County campus
The milestone anniversary release leans on a technique Parker Beam championed himself, and continues the collection’s tradition of funding ALS research in his name. BARDSTOWN, KY — September 8, 2026 — Heaven Hill Distillery has unveiled the 20th edition of its Parker’s Heritage Collection, a 14-Year-Old Kentucky Straight Bourbon made using rye backset — a
New multiyear agreement rebrands premium hospitality spaces at Kroger Field and Rupp Arena, and brings a UK-exclusive co-branded bottle hand-selected by Athletics Director J Batt. LEXINGTON, KY — September 3, 2026 — UK Athletics has struck a multiyear partnership with Heaven Hill Brands, naming Elijah Craig the Official Small Batch Bourbon Partner of the Kentucky
The Louisville and Atlanta blenders are combining their signature expressions into a barrel proof one-off, launching Friday at the Pursuit Spirits festival booth. LOUISVILLE, KY — September 8, 2026 — Pursuit Spirits, the Louisville whiskey blending house founded by the team behind the Bourbon Pursuit podcast, is releasing a new collaboration whiskey with Atlanta’s Shortbarrel
Milan-based Campari Group has planted its newest aperitivo flag in New York and San Diego this week, with Sarti joining Campari, Aperol, and Crodino in the company’s spritz portfolio — and marking the biggest launch investment in the company’s history. September 8, 2026 — Campari Group, the Italian spirits giant behind Wild Turkey, Appleton Estate,
