Jefferson’s Bourbon takes ocean ageing to cruise ships

Pernod Ricard-owned Jefferson's Bourbon has partnered with Holland America Line to age its whiskey on the high seas.

Intended as part of Jefferson’s Bourbon’s Ocean Aged at Sea series, the collaboration has tasked 11 ships in the cruise liner’s fleet each with a barrel of the distillery's whiskey, which will spend a minimum of six months being aged at sea. The barrels were first loaded on the ships earlier this month (March) with the full fleet expected to carry its own exclusive barrel by the end of April. After the six months at sea is complete, each barrel will be individually bottled, resulting in roughly 150-300 bottles per barrel. The bottles of Jefferson's Ocean Bourbon are expected to be ready for 2027 and will be available for Holland America guests as part of the cruise liner’s single-barrel programme. During the voyage, guests can also follow the ageing journey via onboard activations such as educational tastings that show how the ship's itinerary shapes the spirit. Waves, ocean air, constant motion of the ship, changing temperatures and other natural aspects that come with being sea will all factor into the Bourbon's profile. Drew Foulk, director of food and beverage revenue and innovation at Holland America Line, said: "This partnership with Jefferson's Bourbon is another way we're setting ourselves apart through experiences that are too good to hurry through. "Ageing Bourbon aboard our ships and offering it exclusively back to guests later reflects our commitment to beverage programs that are shaped by the journey itself." The bottlings are part of Jefferson’s Ocean Aged at Sea Voyage series, which explores how barrels, after being sailed around the globe in different maritime conditions, shape a whiskey’s character and finish. The collaboration with Holland America marks Jefferson's first voyage in partnering with a cruise liner for the series. The brand has previously undertaken 35 bottled voyages, but on cargo and fishing vessels. Jefferson’s Bourbon founder, Trey Zoeller, added: "By placing Jefferson's Ocean barrels on their cruise ships, we're diving into a quest to see how different routes and voyages (meaning different climates and agitation) influence the taste, smell, and mouthfeel of our whiskey. “I truly appreciate Holland America's dedication to experimentation and innovation, allowing us to craft a one-of-a-kind experience for their guests. The whiskey they enjoy will be exclusive to their ships, available only once the voyage is complete. Jefferson's Ocean is a true treasure to savor and share." Jefferson’s Bourbon was taken on by Pernod Ricard in 2019 after the French firm's acquisition of Castle Brands. Alongside the open seas, the Kentucky-based brand has also experimented with ageing barrels in tropical climates such as in Singapore. A campaign with actor Taylor Kitsch was launched last year by Pernod Ricard to support the brand in the US. The brand is part of Pernod Ricard’s North American Distillers company, which is within Pernod’s Gold Unit – a newly-created division in the Paris-headquartered firm's portfolio dedicated to aged spirits and Champagne. Pernod Ricard confirmed last week that it is in talks with Jack Daniel's owner Brown-Forman over a potential merger.