Old Fitzgerald
Old Fitzgerald is a heritage bourbon brand owned by Heaven Hill Distillery, producing wheated, Bottled-in-Bond Kentucky Straight Bourbon in Bardstown, KY, serving premium bourbon enthusiasts, collectors, and on-premise hospitality venues through retail and direct-to-consumer channels.
- Company typePrivate
- Founded1870
- HeadquartersBardstown, United States
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What Old Fitzgerald does
Old Fitzgerald is a heritage American bourbon brand currently owned and produced by Heaven Hill Distillery in Bardstown, Kentucky. The brand's trademark dates to 1870 and its first bottled bourbon was released in 1889; it became part of Heaven Hill's portfolio in 1999 when the company acquired Bernheim Distillery. The brand produces wheated, Bottled-in-Bond Kentucky Straight Bourbon Whiskey, certifying compliance with the 1897 Bottled-in-Bond Act's requirements (single distillery, single season, federally bonded warehouse aging, 100 proof).
The brand operates two product pillars. The first is the biannual Decanter Series, launched in 2018 as vintage-specific limited releases, with the 2024 25th Anniversary Edition (VVS) and the planned Spring 2026 10-Year-Old release representing marquee editions. The second pillar is a permanent core expression, anchored by the 2025 launch of a 7-Year-Old Bottled-in-Bond SKU at approximately $59.99 per 700ml, formalizing year-round availability beyond limited allocations.
Commercial distribution spans traditional three-tier retail, on-premise hospitality venues, and consumer-direct channels including Instacart, Uber Eats, and DoorDash. A July 2025 partnership with culinary figure Gail Simmons supports an on-premise push into New York, Chicago, and Seattle. Revenue is not publicly disclosed; the brand operates as a single marque within Heaven Hill's broader portfolio rather than as a standalone reporting entity.
Old Fitzgerald firmographics
Firmographics- Name
- Old Fitzgerald
- Legal name
- Old Fitzgerald Bourbon
- Website
- https://oldfitzgeraldbourbon.com
- Company type
- Private
- Founded year
- 1870
- Operating status
- Operating
- Short description
- Old Fitzgerald is a heritage bourbon brand owned by Heaven Hill Distillery, producing wheated, Bottled-in-Bond Kentucky Straight Bourbon in Bardstown, KY, serving premium bourbon enthusiasts, collectors, and on-premise hospitality venues through retail and direct-to-consumer channels.
- Ownership category
- akta.pro rank
Old Fitzgerald industry classification
Industry- Product category
- Premium Bourbon Whiskey
- NAICS
- Beer, Wine, and Liquor Retailers (4453)
- akta.pro primary industry
- Spirits Distilling & Brands (CRADAIAC)
- akta.pro secondary industry
- Spirits Retail & Whiskey Shops (Off-Premise) (CRANAAAD)
Keywords
Where Old Fitzgerald is headquartered
LocationHeadquarters
- HQ city
- Bardstown
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Old Fitzgerald business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel
Revenue model
- Premium Bourbon Sales: Revenue generated from the sale of Old Fitzgerald bourbon products, including the flagship 7-Year-Old Bottled-in-Bond expression and the limited-release Decanter Series. Products are sold through retail stores, online delivery platforms, and directly to hospitality venues.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Old Fitzgerald Bottled-in-Bond 7-Year-Old Kentucky Straight Bourbon |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels7 records
Old Fitzgerald product offering
Product offeringCore offering
Old Fitzgerald is a premium American bourbon brand that produces and sells wheated, Bottled-in-Bond bourbon whiskey. Its core offering is the Old Fitzgerald 7-Year-Old expression, alongside a biannual limited Decanter Series featuring aged special releases. The brand is owned and produced by Heaven Hill Distilleries in Bardstown, Kentucky.
Product overview
Old Fitzgerald Bourbon is a historic Kentucky Straight Bourbon brand managed by Heaven Hill Distillery since 1999. The product portfolio consists of two core expressions: the new Old Fitzgerald 7-Year-Old Bottled-in-Bond (launched 2025) as the flagship everyday expression, and the premium Old Fitzgerald Decanter Series — extra-aged Bottled-in-Bond releases issued twice yearly in limited quantities. Both expressions share the Bottled-in-Bond designation meeting 1897 Act standards, feature wheated mashbill recipes, and seasonal neck wraps indicating Spring (green) or Fall (gold/black) distillation seasons. A collection of classic cocktail recipes utilizing the 7-Year-Old expression is also available on the brand website.
Differentiator
Problem solved
Functional benefit
Brands
- Old Fitzgerald 7-Year-Old: Bottled-in-Bond Kentucky Straight Bourbon, aged 7 years, featuring notes of Graham crackers, honey, light citrus, and summer fruit.
- Old Fitzgerald Decanter Series
- Old Fitzgerald VVS (Very Very Special) Edition
Products and services
- Old Fitzgerald 7-Year-Old Bottled-in-Bond Bourbon A flagship wheated bourbon whiskey bottled-in-bond, aged a minimum of 7 years, produced by Heaven Hill Distilleries for bourbon enthusiasts seeking a premium, heritage American whiskey.
- Old Fitzgerald Decanter Series A biannual limited-edition series of wheated, Bottled-in-Bond bourbons released in collectible decanter packaging, featuring aged expressions targeted at bourbon collectors and enthusiasts.
- Old Fitzgerald 25th Anniversary VVS Edition A commemorative 13-Year-Old wheated Bottled-in-Bond bourbon released as a special VVS (Very Very Special) anniversary edition of the Decanter Series, aimed at bourbon collectors and secondary-market buyers.
Companies that use Old Fitzgerald
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles3 records
Old Fitzgerald technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature1 record
Old Fitzgerald partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Gail SimmonscoreOld Fitzgerald Bourbon partnered with culinary expert and television personality Gail Simmons to launch a hospitality guide titled 'The Pleasure is Ours: Exceptional Guest Experiences, A Collection.' The guide features cocktail recipes and spotlights hospitality venues in New York, Chicago, and Seattle. This collaboration coincides with the release of the new 7-Year-Old Bottled-in-Bond expression and aims to create indelible guest experiences in the hospitality sector.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Old Fitzgerald competitors and assessment
Company assessmentDirect peers
- Maker's Mark: Maker's Mark is the iconic wheated Kentucky bourbon, sharing Old Fitzgerald's distinctive wheated mashbill heritage and premium positioning. Both compete directly for premium bourbon consumers seeking smoother, wheated flavor profiles.
- Pappy Van Winkle: Pappy Van Winkle is the most coveted wheated bourbon in the Heaven Hill portfolio, sharing Old Fitzgerald's wheated mashbill and limited release strategy. Both target ultra-premium bourbon collectors with secondary market-driven scarcity narratives.
- W.L. Weller: W.L. Weller is a wheated bourbon brand also owned by Heaven Hill Distillery, making it both a direct competitor and a sister brand. Weller shares the same wheated mashbill and Bottled-in-Bond heritage, competing for similar collector and enthusiast demand.
- Larceny Bourbon: Larceny is another wheated bourbon produced by Heaven Hill Distillery, positioned as a more accessible everyday wheated expression. It competes for the same wheated bourbon consumer segment as Old Fitzgerald's 7-Year-Old at potentially lower price points.
- Rebel Bourbon: Rebel is a wheated Kentucky bourbon brand, also produced by Lux Row Distillers (a Heaven Hill-aligned producer). It competes in the wheated bourbon category with similar heritage positioning targeting traditional bourbon drinkers.
Broad incumbents
- Woodford Reserve: Woodford Reserve is a premium Kentucky bourbon produced by Brown-Forman, competing with Old Fitzgerald in the premium bourbon segment. While not exclusively wheated, Woodford Reserve competes for the same premium bourbon consumer occasions and hospitality placements.
- Buffalo Trace Bourbon: Buffalo Trace is a flagship Kentucky straight bourbon from Sazerac, occupying a similar premium-but-accessible bourbon tier. It competes with Old Fitzgerald in retail and on-premise channels for bourbon enthusiast mind share and shelf placement.
- Wild Turkey Rare Breed: Wild Turkey Rare Breed is a premium barrel-proof bourbon from Campari Group's Wild Turkey distillery. While not wheated, it competes in the high-end bourbon segment for enthusiast and collector attention with its limited/special release positioning.
- Four Roses Bourbon: Four Roses is a Kentucky straight bourbon producer known for its distinct bourbon recipes and limited edition annual releases. It competes with Old Fitzgerald in the premium bourbon segment, particularly for enthusiast and collector consumers.
Others
- Heaven Hill Distillery: Heaven Hill Distillery is Old Fitzgerald's parent company and producer, manufacturing the bourbon and managing brand strategy across its portfolio. While not a competitor, it is the most directly comparable operating entity given shared production, distribution, and portfolio economics.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Old Fitzgerald social profiles
Digital presenceOld Fitzgerald compliance and trust
Trust signalCompliance1 record
Old Fitzgerald financial estimates
Financial estimateRevenue estimate
Valuation estimate
Old Fitzgerald leadership team
Management profileNumber of profiles
Profiles1 record
Old Fitzgerald funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Old Fitzgerald M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Old Fitzgerald
What does Old Fitzgerald do?
Old Fitzgerald is a premium American bourbon brand that produces and sells wheated, Bottled-in-Bond bourbon whiskey. Its core offering is the Old Fitzgerald 7-Year-Old expression, alongside a biannual limited Decanter Series featuring aged special releases. The brand is owned and produced by Heaven Hill Distilleries in Bardstown, Kentucky.
Is Old Fitzgerald a public or private company?
Old Fitzgerald is a private company. It is classified as corporate owned and is currently operating.
When was Old Fitzgerald founded?
Old Fitzgerald was founded in 1870.
Where is Old Fitzgerald based?
Old Fitzgerald is headquartered in Bardstown, United States, in the North America region.
How does Old Fitzgerald make money?
One revenue line is on record: premium Bourbon Sales.
Who are Old Fitzgerald's main competitors?
Direct peers on record are Maker's Mark, Pappy Van Winkle, W.L. Weller, Larceny Bourbon and Rebel Bourbon. Broad incumbents are Woodford Reserve, Buffalo Trace Bourbon, Wild Turkey Rare Breed and Four Roses Bourbon. Heaven Hill Distillery is listed as an others.
Does Old Fitzgerald have an API?
No public API is recorded for Old Fitzgerald.
What industry is Old Fitzgerald in?
Old Fitzgerald's product category is Premium Bourbon Whiskey. Its primary akta.pro industry code is CRADAIAC, Spirits Distilling & Brands, with a secondary code of CRANAAAD, Spirits Retail & Whiskey Shops (Off-Premise). Its NAICS code is 4453.