Penelope Is Fighting Cancer With Bourbon — and a $500,000 Donation

(Photo: Penelope Bourbon)

Penelope Bourbon announced on Tuesday that it has partnered with nonprofit FCancer to release two limited-edition whiskeys and — alongside retail partner SharedPour — donate more than $500,000 to cancer prevention and support programs.

The collaboration marks the largest co-branded whiskey project in the company’s history. One blend will be available through retailers nationwide, while a barrel-strength version will be sold online by SharedPour, which pledged $250,000 toward the total donation.

“We have a great partner in the Penelope Bourbon team because they’re all about bringing people together and making an impact through connection and community,” Julie Greenbaum, co-founder and chief revenue officer of FCancer, said in a news release. “We’re grateful for their generosity and look forward to putting their donation to work to further fuel our mission. Together, our passionate communities can make positive change in the cancer space.”

This is Penelope’s third year bottling a blend for FCancer. Each year, it honors a teammate who lost a loved one to cancer. This year, the release is a tribute to the wife of Brian Aten, who works on the marketing side at Penelope and its parent company, Luxco.

“Cancer touches us all in some way and leaves a devastating mark on too many lives. This release not only honors the legacy and special memories of those we’ve lost, but also lifts up the many still fighting today,” Aten said. “We’re proud to stand alongside FCancer in their powerful mission and look forward to rallying our Penelope family and community to raise a glass—and a middle finger—toward ending this terrible disease.”

The FCancer blend is bottled at 94 proof and priced at $79.99. The barrel strength release comes in at 114.6 proof and will sell for $99.99 exclusively through SharedPour.com in October. Each bottle features a QR code linking to a donation page.

“It’s incredible to see this project grow from a small release to a national partnership these past years,” said SharedPour’s Jay West, aka t8ke. “It has given us an opportunity to make a difference in a way I never dreamed would be possible when we first started. What a privilege it has been to be involved with each blend, and I’m proud we’re able to step up in a significant way in support of FCancer.”

Penelope and FCancer will additionally host their first joint live fundraising event on Oct. 29 at Parlor Room in Austin, Texas, featuring a performance by country musician William Beckmann. Tickets are $60 with all proceeds benefiting FCancer.