LOUISVILLE, Ky., Sept. 22, 2026 /PRNewswire/ — Jefferson’s Bourbon has unveiled a fresh new look across its portfolio inspired by the brand’s pioneering spirit and willingness to push the boundaries of bourbon. Jefferson’s has been driven by curiosity since its founding, from experimenting with blending to aging bourbon at sea, the brand has continually challenged convention. While the bottle packaging has changed and select expressions feature meaningful updates, the philosophy behind Jefferson’s remains the same: a belief that the best bourbon isn’t made by following tradition, it’s made by breaking it. From the bottle to the blend, the portfolio is more distinctive and cohesive but unmistakably Jefferson’s.
One of the most significant updates is the introduction of an 8-Year age statement for Jefferson’s Reserve, along with a proof increase to 96. The expression now delivers a richer, more complex bourbon and added depth in every glass. “Getting to this age statement meant going back through our older, more mature barrels and crafting this bourbon with intention,” said Ale Ochoa, Jefferson’s Master Blender. “Aged a minimum of eight years in American oak, this bourbon offers dark fruit and vanilla custard upfront, then baking spice, oak and toasted almond carrying through to a long, spicy finish.” Jefferson’s Very Small Batch Bourbon has also evolved to be bottled at 88 proof, enhancing its flavor and versatility whether enjoyed neat, on the rocks, or mixed in cocktails.
That same spirit of exploration extends beyond the liquid to the new, refined packaging design built to better reflect the quality and character of the liquid inside, creating a stronger, more cohesive identity and a clearer navigation system for exploring the full Jefferson’s portfolio. The refreshed Jefferson’s core portfolio in 750ml bottles is rolling out across the country at spirits shops, restaurants, bars and on JeffersonsBourbon.com. Additional sizing formats including 375ml, 1L and 1.75L bottles will hit the market later this year. The lineup includes Jefferson’s Very Small Batch Bourbon, Jefferson’s Triple-Rye, Jefferson’s Reserve 8-Year-Old and Jefferson’s Ocean Aged at Sea.
ABOUT JEFFERSON’S BOURBON
Founded in 1997 by Trey Zoeller and his father, Chet, Jefferson’s is rooted in a family whiskey legacy dating back to 1799 – when Trey’s eighth-generation great-grandmother was arrested for the “production and sale of spirituous liquors.” Born of this pioneering spirit and curiosity, Trey has pushed the boundaries of bourbon-making, creating complex and beautifully balanced whiskeys through masterful blending and innovative maturation techniques.
ABOUT PERNOD RICARD USA®
Pernod Ricard USA is the premium spirits and wine company in the U.S., and the largest subsidiary of Paris, France-based Pernod Ricard SA., the world’s second largest spirits and wine company. Pernod Ricard employs approximately 18,000 people worldwide, is listed on Euronext (Ticker: RI) and is part of the CAC 40 index. The company’s leading spirits include such prestigious brands as Absolut Vodka, Avión Tequila, Chivas Regal Scotch Whisky, The Glenlivet Single Malt Scotch Whisky, Jameson Irish Whiskey, Kahlúa Liqueur, Malibu, Martell Cognac, Olmeca Altos Tequila, Beefeater Gin, Del Maguey Single Village Mezcal, Código Tequila, Monkey 47 Gin, Seagram’s Extra Dry Gin, Malfy Gin, Hiram Walker Liqueurs, Midleton Irish Whiskey, Redbreast Irish Whiskey, Aberlour Single Malt Scotch Whisky, Lillet, Jefferson’s Bourbon, TX Whiskey, Skrewball Whiskey, Smooth Ambler Whiskey, Rabbit Hole Whiskey, Pernod and Ricard; Château Sainte Marguerite rosé and exquisite champagne Perrier-Jouët.
Pernod Ricard USA is headquartered in New York, New York, and is responsible for more than 1,000 jobs across the country. As ‘Creators of Conviviality’, we are committed to sustainable and responsible business practices in service of our customers, consumers, employees, and suppliers. Pernod Ricard USA urges all adults to consume its products responsibly and has an active program to promote responsible drinking. For more information, visit: www.pernod-ricard-usa.com.
MEDIA CONTACTS
Pernod Ricard USA: matthew.hirsch@pernod-ricard.com
Cork + Knife: jeffersons@corkknife.com
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SOURCE Jefferson’s Bourbon
