Heaven Hill Unveils Old Fitz 7YO BIB Bourbon

Heaven Hill Distillery has announced the release of the Old Fitzgerald 7-Year-Old Bottled-in-Bond Kentucky Straight Bourbon Whiskey, the brand’s new signature expression.

This comes 155 years after the trademark honoring John E. Fitzgerald, the namesake of Old Fitzgerald, was first introduced. Most recently, the brand become known for the Old Fitzgerald Bottled-In-Bond Decanter Series that launched in 2018.

Fans will recognize a familiar note of wheat in every sip of Old Fitzgerald 7-Year-Old Bottled-in-Bond, a 100-proof wheated bourbon made from a mashbill of 68% corn, 20% wheat and 12% malted barley. Aromas include graham crackers and honey, the distillery reports, with notes of fresh bread, brown sugar and baking spices on the palate. The richness lasts as brown sugar and cinnamon sweetness fades to oak on the finish.

“Seven years proved to be a sweet spot for a Whiskey that already transcends expectations for a wheated bourbon,” says master distiller Conor O’Driscoll. “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.”

The brand’s newly refreshed logo, with “Your Key to Hospitality,” features prominently on the label and blown into the bottom of the bottle. This phrase adorned many of the brand’s vintage ads.

The “Old Fitzgerald” word mark in red appears in a diagonal fashion as it did in the original 1884 trademark. Fluting on the bottle shoulder and diamond-faceted closure pay homage to the brand’s 1950’s diamond Decanter Series.

Each bottle also displays “Bottled-in-Bond” on the lower label, and notes the distillation season and year on the neck wrap.

“This is a brand that’s near and dear to my heart. I remember some of the early ads the brand is now harkening back to – and what makes me most proud is that throughout decades of changes, Old Fitzgerald has stood the test of time and maintained its unwavering commitment to quality,” says Heaven Hill executive chairman Max Shapira. “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’s rollout will be accompanied by a series of partnerships and experiences inviting fans to take part. Bottles will be available at retailers, restaurants, bars and other hospitality venues nationwide beginning early summer 2025. 

The suggested retail price is $59.99 per 700-ml. bottle.

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