Old Fitzgerald Bourbon Lowers the Price Tag With a 7-Year Bottled-in-Bond Whiskey

(Photo: Old Fitzgerald)

One of the most recognizable names in the elusive “unicorn” bourbon genre is retinkering its recipe with a budget-friendly twist. At least, that’s how it’s being described on paper.

On Tuesday, Heaven Hill Distillery unveiled Old Fitzgerald 7-Year-Old Bottled-in-Bond as the brand’s new signature expression. Distilled from the typical Old Fitz mashbill of 68% corn, 20% wheat and 12% malted barley, the expression dials down the age statement of its older Decanter Series siblings. The difference is immediately recognizable from its slender, 700-milliliter bottle, a change of pace from the stocky, flashy Old Fitz Bottled-in-Bond whiskeys that have been filling out shelves for years.

According to the brand, the new expression offers aromas of graham crackers and honey that segue into a palate of fresh bread, brown sugar and baking spice. In its finer details, it abides by all the rules of the Bottled-in-Bond Act of 1897: bottled at 50% ABV, aged in a federally bonded warehouse and produced by one distiller at one distillery in a single distillation season.

The bourbon was announced at a suggested retail price of $59.99. However, it’s being listed at around $130 among the vast majority of retailers — perhaps unsurprising considering that last year’s Old Fitzgerald release demands an asking price no lower than $500 on the resale market.

“Seven years proved to be a sweet spot for a Whiskey that already transcends expectations for a wheated Bourbon,” Master Distiller Conor O’Driscoll remarked in a news release. “This refined Bourbon carries the same layered elegance its longer-aged sibling made famous, and the same commitment to excellence found in every bottle from Heaven Hill Distillery. It was pulled from the barrels at just the right time to appeal to a wide array of palates, making it the ideal Bourbon for a new generation of Old Fitzgerald fans.”

Heaven Hill Executive Chairman Max Shapira adds that the bourbon is intended as a tribute to the brand’s 155 years of history. 

“It mirrors my family’s story in many ways, having emigrated to the U.S. around the same time the Old Fitzgerald brand was just starting out. It was even sold on steamships traveling to Europe and clubhouses, survived Prohibition, and eventually made its way into the Heaven Hill family. Today, we’re sharing Old Fitzgerald’s story, legacy and quality with a new generation of Whiskey lovers who will experience the key to hospitality.”

Old Fitzgerald 7-Year-Old Bottled-in-Bond is slated to roll out nationwide in early summer 2025 alongside a series of partnerships and experiences celebrating hospitality.