New Products & Innovations

The Good, the Bad, and the Blended: Fistful of Bourbon is Here!

Mar. 13, 2020

 Americans have been in love with cowboy movies for over a century, and that’s also about how many years of blending experience went into the creation of Fistful of Bourbon. Blended from five delicious American bourbons, Fistful of Bourbon is an exciting brand with an accessible, fun, and unique voice that engages consumers with an unusually dry wit and knowing nod to the brand’s western roots. 

A Fistful of Sales

Fistful of Bourbon is a hit with bourbon drinkers thanks to a balanced blend of top-tier liquid, a fun and witty brand identity, and an approachable price point. These three factors combine to make Fistful of Bourbon a very attractive candidate for your bourbon stable. 

The liquid greets the drinker with a nose that is perfectly balanced between fresh floral and leafy aromas, which are soon met by rich toffee and caramel flavors. The overall taste is initially herbal, with green notes reminiscent of fresh spearmint, quickly followed by flavors of honey, creamy vanilla, and the delicate light spices of cinnamon and nutmeg. Fistful of Bourbon finishes with a lasting, buttery sweetness. 

For a Few Dollars Less

With a suggested retail price of $24.99, and a multi-pronged, national advertising and engagement campaign, Fistful of Bourbon is clearly looking to rustle up some market share. In particular, Fistful of Bourbon is making inroads with males, age 21 - 34, who are looking to expand their palates beyond typical bourbon. The company is positioning the brand as something to be shared with good friends who are looking to have a fun night together—either out on the town or hanging out at home. 

The brand is doing particularly well among those male bourbon drinkers looking for a high-quality liquid at an approachable price point, especially those who value authenticity and the rich heritage associated with American bourbon. 

To celebrate the national launch of Fistful of Bourbon, and the incredible, wall-to-wall promotional campaign behind it, share these two delicious bourbon recipes with your customers.  

Fistful Smash


  • 2 parts Fistful of Bourbon
  • ½ part grapefruit oleo
  • ½ part fresh lemon juice
  • 10 loose mint leaves

Directions: Combine ingredients and shake well. Strain over crushed ice. Garnish with a mint sprig and grapefruit twist.


Fistful Old Fashioned


  • 2 parts Fistful of Bourbon
  • ½ part simple syrup
  • 2 dashes of Angostura Bitters

Directions: Combine ingredients and stir over ice. Strain over a large ice cube in a rocks glass. Garnish with a large grapefruit peel. 


To find out more about Fistful of Bourbon and the rest of the great brands we carry, call your Breakthru Sales Consultant.