Stetson, the Western lifestyle brand founded in 1865, has released its first bourbon — a 100-proof high-rye whiskey distilled and bottled in Bardstown, Kentucky. Stetson Kentucky Straight Bourbon retails for $70 and is available now online and at select retailers across Texas, with expanded distribution planned for the future. WWD

The bottle carries a piece of company iconography on its label: a depiction of "The Last Drop From His Stetson," an early-1920s painting by Western artist Lon Megargee. The image has long been associated with the brand. Now it fronts a spirit rather than a hat.

Creating the bourbon took three years. Stetson worked with Kentucky Master Blender Dan Callaway, and the liquid is a collaboration with two producers: Green River Distilling Co. and Bardstown Bourbon Company. The whiskey is a high-rye blend — meaning rye grain makes up a significant share of the mash recipe, lending a spicier, more assertive character than a typical bourbon's mostly-corn profile — aged an average of seven years.

Stetson is led by chief executive officer Robert Dundon. The brand, best known for its wide-brimmed hats, has existed since the aftermath of the American Civil War. A move into spirits puts Stetson in the company of other heritage apparel and lifestyle labels that have extended into food and drink, though the brand has not publicly framed the bourbon as part of a broader category strategy.

For now, the product is narrow in reach. Texas-only retail and an online storefront mean most buyers outside the state will need to order shipped bottles. Whether Stetson Bourbon finds a lasting place on shelves alongside established Kentucky names will depend on the planned distribution expansion — details of which the brand has not yet specified.