Stitzel-Weller Distillery Unveils Stitzel Reserve 31-Year-Old Bourbon Whiskey

Rhea-AI Summary

Stitzel-Weller Distillery (DEO) released Stitzel Reserve 31-Year-Old Bourbon Whiskey on April 30, 2026. Distilled in 1992 and bottled April 28, 2026, this limited expression yields 176 bottles, is bottled at 163.2 proof (81.6% ABV), and sells exclusively on-site for $3,000 per 750mL with a one-bottle-per-person limit.

Thirteen barrels produced the release; each bottle is individually numbered and hand-signed by Nicole Austin. An optional tasting experience at the Garden & Gun Club is offered at $350 per person.

Positive

• Extremely limited allocation: 176 bottles
• High price point: $3,000 per 750mL bottle
• Exceptional age: 31 years (distilled 1992)
• Very high proof: 163.2 proof / 81.6% ABV

Negative

• Sales limited to on-site purchases only
• Purchase cap: one bottle per person restricts volume
• Narrow release scale: produced from just 13 barrels

News Market Reaction – DEO

+4.20%

+4.20% Session close to close

In the Apr 30 session, DEO gained 4.20%, reflecting a moderate positive market reaction.

Data tracked by StockTitan Argus on the day of publication.

Market Context

This announcement centers on an ultra-premium, distillery-exclusive bourbon: Stitzel Reserve 31-Year...

Analysis

This announcement centers on an ultra-premium, distillery-exclusive bourbon: Stitzel Reserve 31-Year-Old, distilled in 1992, bottled at 163.2 proof, and limited to 176 bottles priced at $3,000. It follows a series of brand-focused launches across Diageo’s portfolio. Investors may watch how such high-end, low-volume releases support brand equity, premium positioning, and engagement at key visitor destinations relative to larger, volume-driven innovations.

Key Figures

Whiskey age: 31 years Distillation year: 1992 Alcohol strength: 163.2 proof / 81.6% ABV +5 more

8 metrics

Whiskey age 31 years Stitzel Reserve 31-Year-Old Bourbon Whiskey

Distillation year 1992 Year bourbon was distilled

Alcohol strength 163.2 proof / 81.6% ABV Bottling strength of Stitzel Reserve 31-Year-Old

Bottle price $3,000 Per 750mL bottle, distillery exclusive

Barrel count 13 barrels Number of barrels used for this release

Bottle allocation 176 bottles Total bottles yielded from the release

Tasting experience price $350 per person Bespoke tasting at Garden & Gun Club

On-sale date April 30, 2026 Release date at Stitzel-Weller Distillery

Historical Context

5 past events · Latest: Apr 23 (Positive)

Pattern 5 events

Date	Event	Sentiment	24h Move	Catalyst
Apr 23	Marketing campaign launch	Positive	-0.1%	FIFA World Cup 2026 campaign with Rauw Alejandro and limited bottles.
Apr 21	Product launch	Positive	-0.7%	Launch of Captain Morgan Sliced Colada ready-to-drink variety pack.
Apr 02	Product launch	Positive	-1.8%	Tequila Don Julio 1942 limited-edition FIFA World Cup bottle release.
Apr 02	Brand partnership	Positive	-1.8%	Crown Royal camo capsule collection launched with Realtree and Rob Rausch.
Mar 25	Product launch	Positive	+2.2%	Smirnoff Ice Icy Island variety pack launch with beach promotions.

24h Move is the share-price change in the day after each event; other market factors may also have contributed.

Pattern Detected

Recent product and marketing launches often coincided with negative next-day moves, with only one out of five such news events seeing a positive reaction.

Recent Company History

Over the last few months, DEO has highlighted multiple brand and campaign launches, including Smirnoff Ice’s Icy Island pack on Mar 25 2026, FIFA World Cup–themed Tequila Don Julio 1942 packaging, and collaborations for Crown Royal and Buchanan’s. Despite generally positive brand news, four of the last five events saw negative 24h moves, while only the Smirnoff Ice launch showed a +2.18% gain. Today’s distillery-exclusive bourbon fits this pattern of premium, brand-building releases.

Key Terms

proof, tannins

2 terms

proof technical

"bottled at 163.2 proof, and will be available exclusively"

Proof is documented evidence or convincing data that supports a company’s claim—such as that a product works, a technology performs as promised, or a reported result is genuine. For investors it matters because proof reduces uncertainty and helps separate marketing from reality, much like a receipt or photo confirms a purchase; stronger, verifiable proof typically lowers risk and can increase confidence in a firm’s future prospects.

tannins technical

"dark fruit framed by structured oak tannins. The finish is"

Tannins are natural compounds in many plants, fruits, seeds and bark that give foods and beverages like wine, tea and some fruits a dry, bitter or astringent taste—think the puckering feeling when drinking strong black tea. For investors, tannin levels matter because they influence product quality, shelf life, processing needs and potential health or labeling claims, which can affect consumer demand, production costs and regulatory scrutiny.

AI-generated analysis. How Rhea-AI works. Not financial advice.

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The second release from Stitzel Reserve, the rare 31-year-old bourbon was distilled in 1992, bottled at 163.2 proof, and will be available exclusively at Stitzel-Weller Distillery beginning April 30, 2026.

LOUISVILLE, Ky., April 30, 2026 /PRNewswire/ -- Stitzel-Weller Distillery today announced the release of Stitzel Reserve 31-Year-Old Bourbon Whiskey, the second expression in the Stitzel Reserve collection and a rare, distillery-exclusive bourbon defined by exceptional age, intensity, and depth. Available beginning Thursday, April 30, 2026, the highly limited release will be sold exclusively on-site at Stitzel-Weller Distillery in Louisville for $3,000 per 750mL bottle, with a limit of one bottle per person.

Nearly one year after the debut of Stitzel Reserve and its inaugural 24-Year-Old release, this new expression continues the collection's focus on rare and remarkable whiskeys in the archives of Stitzel-Weller Distillery, entrusted to the care of the historic site's chief custodian, Nicole Austin, the Director of American Whiskey Liquid Development and Capabilities at Diageo. Distilled in 1992 by a historic Kentucky bourbon producer and aged on-site at Stitzel-Weller Distillery for more than three decades, Stitzel Reserve 31-Year-Old comes from just 13 barrels and offers a singular example of what extended time in oak can achieve. This whiskey was ultimately pulled from its new charred American oak barrels in 2024, reserved and bottled this year on April 28, 2026, yielding just 176 bottles.

On the nose, the bourbon opens with waxy orchard fruit and pear brandy layered with cedar, apple skin, burnt sugar, dried orange peel, a hint of cola syrup and the nostalgic warmth of aged books. Bottled at 163.2 proof (81.6% ABV), the palate is powerful and concentrated, revealing dark fruit framed by structured oak tannins. The finish is exceptionally long, evolving into notes of pine boughs and baked apple. With a few drops of water, the whiskey softens and opens into delicate apple blossom florals, adding elegance to its depth and intensity.

"When I discovered these barrels, I saw the potential for something extraordinarily rare," said Austin. "What makes this release so special is not just its age, but the fact that it reached 31 years with such integrity. At Stitzel-Weller Distillery, our aging conditions have allowed us to carefully steward barrels like this over time in a way that very few distilleries in Kentucky can. That combination of place, patience and close attention is what gives this bourbon its power, elegance and continued evolution in the glass."

Design & Packaging
As with each Stitzel Reserve release, the overall design cues remain consistent while select elements are tailored to the individual expression. For the 31-year-old release, the packaging reflects the whiskey's extended maturation, featuring an elegant label with woodgrain-inspired detailing in gold and charcoal. Art Deco-influenced corner flourishes frame the design, underscoring the bottle's sense of heritage and collectability. Each bottle is individually numbered and hand-signed by Nicole Austin.

Availability & Tasting Experience
Stitzel Reserve 31-Year-Old Bourbon Whiskey will be available for purchase on-site at Stitzel-Weller Distillery for consumers aged 21+ beginning Thursday, April 30, 2026. The current price is $3,000 for a 750mL bottle, with a limit of one bottle per person.

Consumers may also experience the release through an exclusive bespoke tasting at the Garden & Gun Club at Stitzel-Weller Distillery, priced at $350 per person. Each tasting includes an etched whiskey glass, branded bag, and limited-edition Stitzel-Weller Distillery pin.

Release Details

• Product: Stitzel Reserve 31-Year-Old Bourbon Whiskey
• Collection: Stitzel Reserve
• Release Number: Second release
• Distilled: 1992
• Proof: 163.2 proof / 81.6% ABV
• Allocation: 176 bottles
• Bottle Size: 750mL
• Price: $3,000
• Availability: Exclusively at Stitzel-Weller Distillery
• On-Sale Date: April 30, 2026
• Purchase Limit: One bottle per person
• Tasting Experience: $350 per person at the Garden & Gun Club

For the latest availability updates and sales information, follow Stitzel-Weller Distillery on Instagram @StitzelWellerDistillery or visit the website.

ABOUT STITZEL-WELLER DISTILLERY
Originally opening on Derby Day in 1935 and reopening to the public in 2014, the historic Stitzel-Weller Distillery is one of the true cathedrals of the American whiskey industry.

Located only five miles from downtown Louisville, the Stitzel-Weller Distillery Experience is one of the most convenient and impressive stops along the Kentucky Bourbon Trail®. We are proud to invite guests to step foot on this hallowed ground and gain a unique perspective on the dichotomy of the historic contrasted with the innovations of tomorrow that include Blade and Bow Kentucky Straight Bourbon Whiskey and I.W. Harper.

ABOUT DIAGEO
Diageo is a global leader in beverage alcohol with an outstanding collection of brands across spirits and beer categories. These brands include Johnnie Walker, Crown Royal, J&B and Buchanan's whiskies, Smirnoff and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.

Diageo is a global company, and our products are sold in nearly 180 countries around the world. The company is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO).

For more information about Diageo, our people, our brands, and performance, visit us at www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com for information, initiatives, and ways to share best practice.

Celebrating life, every day, everywhere. 

Please Drink Responsibly.
STITZEL RESERVE 31-Year-Old Bourbon Whiskey. 81.6% Alc/Vol.
Five Keys Bottling Co., Bardstown, KY

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SOURCE Diageo

FAQ

When is Stitzel Reserve 31-Year-Old Bourbon (DEO) available for purchase?

It goes on sale on April 30, 2026, exclusively at Stitzel-Weller Distillery. According to the company, purchases are limited to on-site buyers aged 21+, with a one-bottle-per-person limit and 176 total bottles available.

How much does Stitzel Reserve 31-Year-Old Bourbon (DEO) cost and what is the bottle size?

The price is $3,000 for a 750mL bottle. According to the company, each 750mL bottle is individually numbered and hand-signed, reflecting the limited run of 176 bottles distilled in 1992.

What is the proof and ABV of Stitzel Reserve 31-Year-Old Bourbon (DEO)?

The bourbon is bottled at 163.2 proof (81.6% ABV). According to the company, the high proof contributes to a powerful, concentrated palate that softens with a few drops of water.

How many bottles of Stitzel Reserve 31-Year-Old Bourbon (DEO) were produced?

The release yielded 176 bottles from 13 barrels. According to the company, the whiskey was pulled from charred American oak barrels in 2024 and bottled on April 28, 2026 for this limited allocation.

Is there a tasting or special experience for the Stitzel Reserve 31-Year-Old release (DEO)?

Yes. An exclusive tasting at the Garden & Gun Club is offered at $350 per person. According to the company, the tasting includes an etched glass, branded bag, and limited-edition Stitzel-Weller pin.