As part of the partnership, Unrivaled ticketholders will have the chance to engage with the whiskey brand experiences in select hospitality spaces and enjoy specialty cocktails inspired by the league. At Maimi’s Sephora Arena, the whiseky brand will take over their new VIP Loge Box. At select games, Maker’s Mark will also be part of Unrivaled’s pre-game Fan Fest experience outside the arena.

Maker’s Mark will also appear in-arena through displays with broadcast-visible signage. Thirty-second commercial spots will run on media partners including TNT and truTV throughout the regular season and playoffs, featuring the new Perfectly Unreasonable global campaign, which celebrates the idea that going to unreasonable lengths—in life and in bourbon—is what separates good from remarkable.

“What Maker’s Mark has done throughout its renowned history is exactly what Unrivaled aims to do, which is carving our own path to create something better, and leaning into unreasonable ideas instead of shying away from them,” said Napheesa Collier, Unrivaled Co-Founder. “That’s what makes Maker’s Mark a perfect fit as our first Official Spirits Partner. We’re grateful for their support in our continued pursuit of making the unreasonable a reality for women’s basketball.”

This is Maker’s Mark’s first-ever sports league sponsorship. “Maker’s Mark founders – my grandparents – broke with tradition to reimagine what bourbon could be—a perfectly unreasonable spirit that endures today,” said Rob Samuels, eighth generation whisky maker and Managing Director at Maker’s Mark. “Beginning with co-founders Breanna Stewart and Napheesa Collier, Unrivaled shares that same spirit, and we’re delighted to shine a light on their community of players who prioritize passion and purpose on and off court.”

This announcement comes ahead of Unrivaled’s 2026 sophomore season, tipping off Jan. 5 in Miami. Building on a breakthrough inaugural year, the league returns featuring two new clubs, a redesigned arena with expanded fan sections, and their first-ever tour stop in Philadelphia.

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The first release from the Scarlet Knight Series is a Kentucky Straight Bourbon Whiskey that was aged for 5 years and bottled at 92 proof. It comprises a mashbill of 70% corn, 21% rye and 9% barle.

“We’re incredibly excited to collaborate with Rutgers University on this new bourbon series,” said Eric LeGrand, Co-Founder of Eric LeGrand Bourbon. “Since we entered our partnership with Rutgers Athletics in 2023, it opened many doors for the brand so this was a long time coming. The university means so much to me and it’s been great seeing fellow Rutgers fans enjoying our bourbon on game days. Now, they can finally have a bourbon that bottles up their pride for the university and can be used to toast on many occasions.”

LeGrand is a former Rutgers defensive tackle turned businessman whose life changed in 2010 when he became paralyzed after a tackle. Through its commitment to giving back, Eric LeGrand Bourbon promises to donate $5.20 of every case sold of Eric LeGrand Bourbon to the Christopher & Dana Reeve Foundation, supporting those living with and impacted by paralysis by finding the cure for spinal cord injuries.

Eric LeGrand Bourbon’s Scarlet Knight Series First Edition is available now for $54.99.

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The expression features three high-rye bourbon mash bills– inspired by Ruth’s #3 –which include specially selected barrels distilled in 2016 and 2017, comprising 44% rye, 49% rye and 36% rye bourbons, respectively. It was bottled at 111 proof.

“We’re honored to pay homage to one of baseball’s icons with our latest collector’s release of Remus Babe Ruth Reserve,” said Ian Stirsman, Master Distiller of Ross & Squibb Distillery. “Our 2025 edition is masterfully crafted and is sure to give baseball fans and high-rye bourbon lovers a unique and memorable way to celebrate America’s pastime and its most legendary player.”

“The estate of Babe Ruth is thrilled to once again collaborate with Ross & Squibb Distillery on the limited edition 2025 Remus Babe Ruth Reserve,” added Tom Stevens, grandson of Babe Ruth. “Babe Ruth is synonymous with excellence, and Remus upholds this standard with each uniquely presented bottle. We are confident that collectors and baseball fans alike will conclude that Remus hit another home run with this special release. Babe would be proud.”

The 2025 edition of Remus Babe Ruth Reserve is packaged in a rectangular art deco-inspired glass bottle featuring an embossed baseball-diamond pattern and baseball bat knob wooden-cork closure. The front and back labels incorporate Ruth’s iconic signature, pinstripes, and elements of a baseball diamond. A QR code on the back label allows consumers to scan and find out what Ruth did in the game of their bottle’s at bat.

A limited supply of 8,399 bottles, one for each of the Babe’s at-bats, 2025 Remus Babe Ruth Reserve is available for $149.99.

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The 2025 limited edition McLaren Racing x Jack Daniel’s Tennessee Whiskey is starts with the classic grain bill of 80% corn, 8% rye and 12% malted barley. Distilled in Lynchburg, Tennessee, the whiskey is mellowed through 10 feet of charcoal before maturing in new, American white oak barrels and is 86 proof

“2024 was a fantastic year for the McLaren Formula 1 Team which saw the team secure the coveted Constructors’ Championship title. We couldn’t be more proud to partner with a brand that continues to redefine success in the pursuit of continued improvement,” said Jamie Butler, Jack Daniel’s Global Brand Director. “This year’s McLaren X Jack Daniel’s limited edition bottle features a new label and packaging design and higher proof that embodies the same spirit Mr. Jack himself lived by – Every day we make it, we make it the best we can.”

“We’re delighted to launch our third limited edition bottle in collaboration with Jack Daniel’s, offering our fans a special way of celebrating another exciting year of going racing together,” said Nick Martin, Co-Chief Commercial Officer, McLaren Racing.

McLaren Racing x Jack Daniel’s Tennessee Whiskey is available now for $34.99 for a 1L bottle.

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The Buffalo Trace x Bettinardi Collaboration is a tribute to the mighty buffalo and rugged, independent spirit of the pioneers who followed them. Available in BB8 Classic, Studio Stock 3, Queen B6 and Queen B6 Left-Handed models, each putter is crafted from 303 stainless steel, featuring a unique wood insert from a real, previously filled Buffalo Trace barrel and Bettinardi’s Fancy face milling. The Distressed Slate finish, a nod to the bourbon distillation process, gives the putter a rugged aesthetic, complemented by a wood grain engraving on the sole alongside the Buffalo Trace  logo. It is paired with a matching Buffalo Trace blade headcover.

“We’re thrilled to partner with Buffalo Trace, a brand that shares our commitment to craftsmanship and heritage,” said Sam Bettinardi, President of Bettinardi Golf. “This collaboration brings together two companies dedicated to quality and heritage, and we can’t wait for golf and bourbon enthusiasts to experience the unique products we’ve crafted together.”

“Achieving greatness in both golf and bourbon requires a refined touch, patient practice,and passion for precision,” added Andrew Duncan, Global Brand Director at Buffalo Trace Distillery. “Like our distilling and aging teams, the craftsmen at Bettinardi are fueled by a drive for perfection and an unwavering commitment to craftsmanship. With the Buffalo Trace Putter, they’ve created an exceptional product that honors tradition while pushing the boundaries of quality and distinction.”

The Buffalo Trace x Bettinardi putters and headcovers are now available for purchase on-site at the distillery in Frankfort, KY for $900 and $90, respectively. They will become available via Bettinardi’s website in early 2025.

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Located at Hillerich & Bradsby Co.’s downtown Louisville campus at 8th & Main Street, the bourbon experience opened in February 2022 and has seen more than 13,000 guests in its first year. Custom bourbon experiences are offered for $35 per person and custom blend 750ml bottles can be purchased for $50. Guests can also try the Flight School experience where they can sample 3 bourbons and 3 different cocktails crafted with the Home Plate Series bourbons. A variety of Barrels & Billets bourbons are available exclusively at the attraction, including its premium bourbon J. Frederick, created in honor of J. Frederick Hillerich who immigrated to America from Germany on October 7, 1842 as a woodworker and made barrels for the burgeoning whiskey business.

More than just a tasting, guests at Barrels & Billets blend with six WoodCraft finished bourbons including a 200 Year Oak, European Oak, American Oak, Cherry Wood, Maple Wood, and Smoked Oak. During the experience, guests learn the art of bourbon blending before the chance to test their skill at blending to their own preferred flavor profile. Once the blending experience is complete, guests are able to have their unique recipe bottled onsite in a personalized, commemorative package.

“The entire Barrels & Billets team is ecstatic to join KDA and play a role in such an incredible Kentucky industry,” said Patrick Shortridge, Director of Guest Experience at Hillerich & Bradsby Co. “This is a big milestone for us and we look forward to building onto Barrels & Billets’ fun and unique take on what people can experience in downtown bourbon.”

Along with its new position on the trail, Barrels & Billets will also release a suite of three new bourbons. The Home Plate Series featuring baseball iconography includes Lucky Lumber Easy Drinking Bourbon, Lead Off Rich & Complex Bourbon and Smokin’ Fastball Smoked Bourbon. Each expression is presented at 90 proof.

“We entered the tourism and entertainment industry more than 25 years ago when we opened the doors of Louisville Slugger Museum & Factory right here on West Main,” said John Hillerich, President & CEO of Hillerich & Bradsby Co. “We’re excited to join KDA with a one-of-a-kind, fun experience that not only adds to the excitement of historic Main Street, but also complements Louisville’s flourishing bourbon tourism industry. ”

Barrels & Billets is one of three venues at Hillerich & Bradsby’s campus, located at 800 W Main St. in Louisville, including the award-winning Louisville Slugger Museum & Factory and The Skybox, a 5,000 sq. ft. event space.

Barrels & Billets‘ Lucky Lumber Easy Drinking Bourbon, Lead Off Rich & Complex Bourbon and Smokin’ Fastball Smoked Bourbon are available exclusively in the Barrels & Billets shop for $40 per bottle.

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The third iteration in WhistlePig’s Single Barrel PiggyBack Legends Series, the Alfa Romeo F1 Team Stake Barrel is bottled at 96.77 proof, a nod to Valtteri Bottas’ racing number, 77, and the precision of racing. Inspired by Zhou Guanyu, the first Chinese F1 driver, this Rye Whiskey is finished with lychee and oolong tea.

Like Alfa Romeo F1 Team Stake’s signature C43 racing vehicles, trial barrels were tested in the team’s wind tunnel in Switzerland before hitting the track. Select barrels then endured varying levels of G-Forces at the WhistlePig farm and distillery for the finishing touch, accelerating the interaction between the whiskey and the wood, staying true to the physical nature of Formula 1.

“Partnering with WhistlePig has been a very exciting experience. Alfa Romeo F1 Team Stake is dedicated to being the best on the track, and the crew at WhistlePig is fearless in their pursuit to create the best whiskey out there,” said Valtteri Bottas, Alfa Romeo F1 Team Stake’s driver. “We’re really looking forward to fans tasting our custom Rye Whiskey and raising a glass to the rookies, veterans, legends and the exhilarating sport of F1.”

“Joining forces with WhistlePig to release a Single Barrel Rye Whiskey that represents my culture and team has been an honor,” said Zhou Guanyu, Alfa Romeo F1 Team Stake’s driver. “Formula 1 brings together fearless, thrill-seeking motorsports professionals, and WhistlePig has a shared passion for boundary-pushing innovation. Together, we’ve selected something alarmingly good for fans to enjoy this season when the cars are not on track.”

Fans and collectors have followed WhistlePig PiggyBack Legends Series, celebrating those who give 100% in the name of greatness, since its launch last March with Major League Baseball Hall of Famer David “Big Papi” Ortiz, followed by Country music duo Brothers Osborne in November.

“We’re taking our third Legends Series release on a ryed like never before,” said Meghan Ireland, WhistlePig Head Blender. “Our experiments with dynamic aging went full throttle during finishing trials at the Alfa Romeo F1 Team Stake wind tunnel, in turn inspiring new ways to expose barrels to G-forces back at the WhistlePig Farm. The herbal and floral notes of the lychee and tea barrel selected with the team create a new, podium-topping experience for PiggyBack Rye.”

WhistlePig’s Limited Edition Alfa Romeo F1 Team Stake Barrel is available for purchase online starting for $49.99. Consumers can win VIP merchandise by scanning the QR code on the back of each bottle.

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Dublin has become the European home of American College Football with the opening game of the new College Football Season now hosted in the Aviva Stadium during August. Teeling is a perfect partner for the series as the US is the largest market for Irish whiskey in the world and the brand provides a unique destination for US visitors to experience.

The next game in the five game series is Notre Dame hosting Navy in the Aviva Stadium on August 26th, bringing an estimated 40,000 US visitors to Dublin City. The game will be the first time that Notre Dame will move a home game to Ireland. Grant Thornton and Fáilte Ireland economists have calculated the 2023 fixture to be worth €147m directly to the Irish economy. This fixture is scheduled for week zero and will be the opening game for the 2023 College Football Season. The game will be broadcasted by NBC with an expected TV audience of more than five million viewers. The 2024 game details have also recently been announced with Georgia Tech and Florida State having been revealed to play on August 24, 2024.

“It is a great opportunity for Teeling Whiskey to be the official Irish Whiskey partner for such a great event,” said Jack Teeling, Founder and Managing Director of Teeling Whiskey. “We are delighted to be using this partnership to showcase our high quality whiskey and distillery experience to the calibre of US visitors coming for the game as well as working with the other partners to help solidify our strong relationship with the US.”

“We are delighted to partner with Teeling Whiskey on this exciting proposition,” Brendan Meehan, Commercial Director of the Aer Lingus College Football Classic, added. “It is wonderful to have another world class Irish brand in Teeling Whiskey on board to complement our existing private partners, including our title sponsor Aer Lingus.”

The Aer Lingus College Football Classic game series is a public-private collaboration. The five-game series is estimated to be worth €413million to the Irish economy according to Grant Thornton and Fáilte Ireland and will prove a timely and welcome boost to the Irish hospitality and tourism industries over the next number of years.

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In a first of its kind partnership, The Dublin Liberties Distillery and the NFL’s Pittsburgh Steelers have entered a  three-year sponsorship agreement naming the distillery the “Proud Partner of the Pittsburgh Steelers” featuring Dubliner Irish whiskey. This marks the union of two iconic entities with deep Irish roots (who knew?).

The partnership is being supported with visibility across the Pittsburgh Steelers’ social and digital platforms, including LED ribbon board signage in Acrisure Stadium.

Dublin Liberties is releasing a limited-edition Steelers branded Dubliner Irish whiskey — Dubliner Steelers Select. This is the first in a series of exclusive Dubliner Whiskies to be released yearly throughout the sponsorship offering Terrible Towel Waivers the opportunity to enjoy a bespoke Irish whiskey.

The Dubliner Steelers Select pays homage to the Irish roots of the team’s owners, which span three generations. The first release will celebrate 90 seasons of Steelers football as the franchise was founded in 1933. A blend of malt and grain whiskey, the liquid is aged for a minimum of three years and up to 10 years in Bourbon casks.

“We are proud to partner with such an historic NFL franchise that has strong family roots in Ireland. Being able to share our passion for our craft, whilst also sharing our heritage, is incredibly important as we continue to grow the distillery,” said Bronagh Hunt, Global Brand Director, The Dublin Liberties Distillery. “Dubliner Steelers Select is a special, hand-crafted liquid that appeals to Irish whiskey aficionados and those exploring the Irish whiskey category alike. It’s a premium whiskey, blended from select liquids aged from three to 10 years that offers a bold and balanced flavor profile ideal for consuming neat, but also mixable to create a variety of cocktails. This collectible liquid perfectly complements Dubliner’s award-winning portfolio.”

To support the launch of Dubliner Steelers Select, a sweepstakes, The Pot of Black and Gold, is offering Steelers Nation the opportunity to win monthly prizes including game-day tickets, autographed and non-autographed merchandise and a grand prize of a trip for two to Dubli, including roundtrip airfare, three night’s accommodation and a visit to The Dublin Liberties Distillery.

“We’re very excited to partner with The Dublin Liberties Distillery to bring a limited-edition Irish whiskey to Steelers Nation. Given our organization’s deep connection to Ireland, this spirit was distilled with the Steelers and Steelers Nation in mind,” Ryan Huzjak, Vice President of Sales & Marketing for the Pittsburgh Steelers. “Dublin and the city of Pittsburgh share a rich history of hard-working, blue-collar people who are passionate about their roots, and we look forward to celebrating our past, present and future together with this special blend.”

Dubliner Steelers Select is sold in Pennsylvania Liquor Control Board stores in the greater Pittsburgh area as well as online via dublinerwhiskey.com and reservebar.com for $60.

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At 7pm ET/6pm CT on Thursday (April 9), Bradshaw will host a virtual happy hour featuring Terry Bradshaw Kentucky Straight Bourbon Whiskey live from his ranch in Oklahoma. The virtual get together will be complete with him sharing bourbon tasting notes and conversation.

Bradshaw will host the virtual happy hour to connect with other bourbon aficionados and fans to share insight about the bourbon and to also take questions from viewers. The event will culminate with a digital toast. To prepare, fans can purchase Bradshaw Bourbon online.

Introduced in January, Bradshaw Bourbon is distilled by a third-generation master distiller in the heart of Kentucky Bourbon Country. Bottled at 51.9 percent ABV, a tribute to Bradshaw’s passing completion rate of the same number, Bradshaw Bourbon is blended from the finest grains and aged in hand-selected barrels.

Bradshaw Bourbon is available to order online now starting at $39.99.

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