Three individuals in a barrel room raise glasses of whiskey in a toast.
Bourbon and Whiskey News

Kentucky Wildcats Bourbon Deal: UK Athletics Partners With Heaven Hill, Naming Elijah Craig and Evan Williams Official Bourbon Partners

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Kentucky Wildcats Bourbon Deal: UK Athletics Partners With Heaven Hill, Naming Elijah Craig and Evan Williams Official Bourbon Partners Read Post »

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

New Release Found Footage
Bourbon and Whiskey News

Pursuit Spirits and Shortbarrel Team Up for “Found Footage,” a Maple-Finished Rye Collaboration Debuting at Kentucky Bourbon Festival

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Pursuit Spirits and Shortbarrel Team Up for “Found Footage,” a Maple-Finished Rye Collaboration Debuting at Kentucky Bourbon Festival Read Post »

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

A group of people enjoying Sarti
Bourbon and Whiskey News

Campari Group Brings Sarti Spritz to the U.S., Adding a Fruit-Forward Aperitivo to Its Lineup

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Campari Group Brings Sarti Spritz to the U.S., Adding a Fruit-Forward Aperitivo to Its Lineup Read Post »

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,

Jake, Scott, Bryon, and Brian on a podcast cover announcing new riff podcast
Bourbon and Whiskey News, Bourbon Lens Podcast

399: Inside New Riff Distillery’s American Single Malt Whiskey: Blending, Barrel Care & Flavor Innovation

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399: Inside New Riff Distillery’s American Single Malt Whiskey: Blending, Barrel Care & Flavor Innovation Read Post »

NEWPORT, KY — In a landmark conversation on the latest episode of the Bourbon Lens podcast, the team at New Riff Distillery opened up about the deep-dive craftsmanship behind their American Single Malt whiskey program, highlighting their oldest release to date alongside the complex blending strategies shaping the emerging category. The discussion explores New Riff’s

Bourbon and Whiskey News

Woodford Reserve Master’s Collection No. 22 Explores the Impact of Super Seasoned Oak

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Woodford Reserve Master’s Collection No. 22 Explores the Impact of Super Seasoned Oak Read Post »

Woodford Reserve Pushes Barrel Maturation Further with Latest Release. Woodford Reserve is exploring the impact of extended oak seasoning with the release of Master’s Collection No. 22: Super Seasoned Oak, the latest installment in the distillery’s experimental whiskey series. Announced September 3, 2026, the 22nd Master’s Collection release focuses on how prolonged outdoor exposure of American oak

Birthday Bourbon on a table with Assistant Master Distiller Caleb in the background
Bourbon and Whiskey News

Old Forester Launches 2026 Birthday Bourbon Alongside Alpha Industries Limited-Edition Distiller’s Jacket

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Old Forester Launches 2026 Birthday Bourbon Alongside Alpha Industries Limited-Edition Distiller’s Jacket Read Post »

New Collaboration Combines Bourbon Heritage With American Military Workwear. Old Forester and Alpha Industries are joining forces for the first time with a limited-edition Distiller’s Jacket inspired by American craftsmanship, bourbon heritage and functional workwear. The collaboration launched alongside Old Forester’s annual Birthday Bourbon release, which celebrates the birthday of founder George Garvin Brown and

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