‘You Still Have the Horse Thing’: Cheeky Young Texas Brand Takes Jabs at Kentucky With First Bourbon Launch
(Photo: Fierce Whiskers)
This month, a young distillery is launching its first bourbon in Austin, Texas — and it has a message for Kentucky.
Fierce Whiskers released its first bourbon — a 3-year-old release distilled, aged and bottled at 98 proof in Austin — on May 10. It’s available now at retail stores across Texas with a suggested retail price of $46.99.
Fierce Whiskers began distilling its first batches of bourbon in September 2020. In 2021, it opened its tasting room in southeast Austin. Since then, it has launched multiple releases, including a wine-infused whiskey, two carbon-neutral rye whiskeys and a dual gin release.
Its first retail-available product, Fierce Whiskers Straight Texas Rye, debuted in June 2023.
“The success of the Rye was everything we hoped and gave us great confidence for the Bourbon,” founder and CEO Tri Vo. “Our team is exceedingly talented and willfully dedicated to the stubborn spirit needed to make whiskey in Texas, and that heart comes through in every spirit we release. We are so thrilled that after three years in the making, the bourbon is finally among those spirits.”
With an advertising campaign crafted by independent brand studio Butler, Fierce Whiskers made some brash, bold statements around Austin, which Butler showed off on its Instagram page.
“Kentucky, you still have the horse-thing,” a billboard reads. “The next great bourbon ain’t from Kentucky,” says a magazine ad.
In an Instagram post from the distillery showed off two other billboards, one reading “Kentucky, we’ve got the next round.”
“Kentucky, you had a good run,” says another.
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Kentucky has a long, storied tradition of making great bourbon — so much so that many people are under the false impression that bourbon has to be made in Kentucky. While that’s not true, it is highly, highly unlikely that Kentucky will ever be dethroned as the king of America’s native spirit.
With that said, there’s plenty of great bourbon coming from all around the U.S. — including in Fierce Whiskers’ backyard. Still Austin is one of the best craft distilleries around.
Fierce Whiskers to Celebrate Launch With ‘Bourbon Bash’
Fierce Whiskers will celebrate its official launch from 4-8 p.m. Saturday with a “Bourbon Bash” at the distillery (5333 Fleming Ct, Austin, TX 78744). The event is free to the public and will feature food from include Uchiba (free onigiri to the first 150 guests), KG BBQ and small bites from Tare Austin, Castel Provisions, The Salty Donut, OMG Squee and Ululani’s, the latter of which will serve Hawaiian shaved ice, plus an option incorporating bourbon.
Bawi, the agua frescas brand, will provide refreshments including a Fierce Whiskers x Bawi cocktail. The Concord Botanical café and dispensary will park its school bus on the lawn for drink infusions.
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