Penelope Bourbon's New Line: From Fairway Dreams to Whiskey Reality

ST. LOUIS, May 13, 2026 – Penelope Bourbon, a brand whose rapid ascent in the American whiskey market has become a case study in modern success, has unveiled its latest limited-edition series, the "Architects of Golf" collection. The new line features three distinct bourbon expressions, each inspired by the brand's own origin story, which famously began not in a boardroom, but on a golf course. It’s a move that artfully blends product innovation with the powerful narrative of the brand's founding.

From a Friendly Wager to a Market Force

In 2018, a casual round of golf between two childhood friends, Michael Paladini and Danny Polise, sparked an idea that would soon disrupt the premium bourbon space. That conversation about creating an approachable, flavorful bourbon evolved into Penelope Bourbon, named for Paladini's then-newborn daughter. The brand’s trajectory since has been nothing short of meteoric.

This seemingly casual start belies a formidable business strategy and a product that has consistently resonated with critics and consumers. The company's claim of being one of the fastest-growing premium whiskey brands is well-substantiated by market data. In early 2023, Penelope reported sales growth of over 100% compared to the previous year, following a staggering 203% growth in 2022. This explosive expansion culminated in its acquisition by MGP Ingredients Inc. in May 2023 for an initial $105 million, a deal that validated its market position and provided the resources for even greater scale.

The "Architects of Golf" collection is a direct homage to that foundational moment. "Golf and bourbon are similar in that they both bring people together. Penelope started as an idea on a golf course, so we felt it was only natural to expand our Architect line into this area," stated Michael Paladini, the brand's Founder and Vice President of Strategy. "Architects of Golf is a nod to the subtleties of the game and where some of our best ideas took shape."

Deconstructing the Craft: A Trio of Expressions

The collection is a masterclass in the modern art of whiskey finishing, specifically using a technique that offers distillers immense precision. Instead of finishing the entire batch in a secondary cask, the process involves introducing specially selected and treated wooden staves directly into the whiskey. This method allows for a highly controlled and customizable flavor infusion.

"The introduction of American Oak Staves into our blends reflects how small adjustments can have a big impact on the overall product," Paladini added. This philosophy is embodied in the collection's progressive structure, with each expression representing a hole on the course and an evolution in flavor.

• Hole 1: The series opener is designed as a smooth, balanced introduction. It presents aromas of caramel and butterscotch, leading to a palate of dark chocolate, sweet oak, and roasted nuts. The finish is long and sweet, with notes of vanilla and a hint of leather and spice.

• Hole 2: This expression builds on the first with a more structured and robust profile. Aromas of sweet fruit join the butterscotch and spice. The palate deepens with notes of French toast and vanilla layered over dark chocolate, creating a richer, more complex experience.

• Hole 3: The final bottle in the initial release showcases the most intense stave influence. Prominent vanilla, rich toast, and baking spice dominate the nose, while the palate delivers a full-bodied chocolate mousse and lingering oak. The finish is marked by toasted oak, cherry, and dark chocolate for a concentrated and layered profile.

Danny Polise, Founder and Master Blender, explained the creative process behind the series. "Each hole represents a distinct batch," he said. "They are designed to explore the nuances of different stave profiles and how they evolve the whiskey. It made developing the collection as fun as playing the game."

The 'Bourbon and Golf' Marketing Playbook

The launch is more than a new product release; it's a strategic and timely play to capture a highly valuable lifestyle demographic. The connection between premium spirits and the world of golf is a well-established marketing frontier. Major brands like Bushmills and Elijah Craig have forged multi-year partnerships with the PGA TOUR and its players, recognizing the significant overlap between golf enthusiasts and discerning whiskey drinkers.

Penelope Bourbon is executing this playbook with precision. To celebrate the launch, the brand has developed a lineup of golf-inspired seasonal cocktails, including the "Pear on the Green" and "The Southern Fairway," designed to bridge the gap between the course and the clubhouse.

Furthermore, the company is launching the Classic Club Sports Sweepstakes, a major consumer engagement initiative. The sweepstakes offers nine winners a trip for two to a premier golf or tennis tournament in the United States, reinforcing the brand's focus on creating memorable, experience-driven moments. This type of experiential marketing is key to building brand loyalty beyond the bottle itself.

A Legacy of Acclaim

The confidence to launch such a narrative-driven product is built upon a solid foundation of critical acclaim. Penelope Bourbon's portfolio has consistently earned top honors at the industry's most prestigious competitions. At the 2025 San Francisco World Spirits Competition, its Toasted expression won a Double Gold medal and was a Best In Class finalist. The same year, its ready-to-pour cocktails and Wheated bourbon earned Platinum and Double Platinum medals at the ASCOT Awards, respectively.

This consistent recognition for quality across its range—from core offerings to innovative finishes—has cemented Penelope's reputation among connoisseurs. Now operating under MGP's Luxco division, the brand has the backing and distribution power to bring its unique story and meticulously crafted products to an even wider audience.

The "Architects of Golf" collection, bottled at 94 proof with a suggested retail price of $59.99 per bottle, will be available in limited quantities at select retailers nationwide later this month. The series serves as a full-circle moment for the brand, transforming a memory of camaraderie on the fairway into a tangible, shareable experience. For enthusiasts of both golf and bourbon, it offers a unique opportunity to taste a story of friendship and ambition, one carefully crafted pour at a time.