Old Fitzgerald

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.

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

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

• Premium bourbon whiskey
• Bottled-in-bond bourbon
• Wheated bourbon
• Limited edition whiskey
• American whiskey

Headquarters

HQ city

Bardstown

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Revenue model

1. 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

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core 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.

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature1 record

Partnerships

One partnership is on record.

• Gail SimmonscoreGTM or Marketing Partner · 24 July 2025Old 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

Direct 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

• Facebookfacebook.com/Oldfitzgerald
• Instagraminstagram.com/oldfitzgeraldbourbon

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Old Fitzgerald