"As they played, Gordon came up with the idea of a branded whiskey. Nelson's song offered the perfect branding idea. So the two worked together and partnered with Heaven Hill Distillery. Willie was sent samples while on tour so he could give feedback. He also helped come up with the design for the bottle and label. When they finally settled on a bourbon Nelson wanted to put his name on, Old Whiskey River was released."
"The first run of Old Whiskey River bourbon came out of the distillery back in 2001. Willie Nelson was on hand to accept the first case and sign autographs. Reviews most often describe the bourbon as having notes of caramel, vanilla, and oak. These days it's more of a collector's item than a drinking bourbon. Old Whiskey River bourbon was aged six years."
Willie Nelson recorded "Whiskey River" in 1973, and a 1978 live version turned the song into his iconic concert opener. Nelson and talent agent Shep Gordon conceived a branded whiskey during a poker game and partnered with Heaven Hill Distillery to develop Old Whiskey River bourbon. Nelson sampled blends on tour, advised on recipe and label design, and lent his name when the bourbon launched in 2001. The bourbon was aged six years and used corn, barley, and rye grown within 100 miles of the distillery, produced in handcrafted small batches. Reviews are mixed, tasting notes include caramel, vanilla, and oak, and the bourbon has become more of a collector's item after being discontinued.
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