Penelope Bourbon Announces Partnership with FCancer

Rhea-AI Summary

Penelope Bourbon has partnered with nonprofit FCancer to release two limited-edition whiskey blends, marking their largest co-branded collaboration yet. The partnership includes a combined $500,000 donation from Penelope Bourbon and retail partner SharedPour to support FCancer's mission.

The release features two blends: the FCancer blend (94 proof, $79.99) with 10,000 cases available nationwide, and the exclusive FCancer Barrel Strength (114.6 proof, $99.99) available through SharedPour.com. Both bottles include QR codes for additional donations and will be available in September-October 2025.

The initiative culminates in a live fundraising event on October 29, 2025, at Parlor Room in Austin, Texas, featuring country musician William Beckmann.

Positive

• Significant charitable contribution of $500,000 to cancer research and support
• Large production scale of 10,000 cases indicates strong market demand
• Premium pricing strategy with $79.99-$99.99 price points suggests healthy margins
• Expansion of successful product line that has historically sold out quickly

Negative

• Limited availability may restrict potential revenue impact
• Higher price points could limit broader market accessibility

Insights

Consumer Goods Marketing Analyst

Penelope Bourbon's FCancer partnership combines significant charitable impact with strategic brand positioning and potential revenue growth from premium offerings.

This partnership between Penelope Bourbon and FCancer represents a substantial strategic brand initiative with multiple dimensions beyond just charitable giving. The $500,000 donation commitment demonstrates meaningful corporate social responsibility, but the business implications are equally significant.

The release features two premium-positioned whiskey products: a standard $79.99 FCancer blend (94 proof) with 10,000 six-bottle cases (approximately 60,000 bottles total) and a higher-end $99.99 Barrel Strength version (114.6 proof) sold exclusively through SharedPour. At these price points, the release could generate between $4.8-6 million in retail revenue depending on sell-through rates.

This partnership exhibits three key strategic elements: premium positioning (with price points well above standard bourbon offerings), scarcity marketing (limited edition with previous releases "selling out almost instantly"), and emotional brand connection (associating the brand with a meaningful cause that resonates with consumers).

The exclusive distribution arrangement with SharedPour for the higher-end version represents smart channel management, while the national distribution of the standard blend maximizes reach. The inclusion of country musician William Beckmann adds another dimension to their marketing approach, potentially reaching new demographic segments.

Most importantly, Penelope Bourbon has successfully transformed what began as a personal tribute into a repeatable annual initiative that generates both positive social impact and commercial opportunity - exactly the kind of purposeful marketing that resonates with today's premium spirits consumers while creating a sustainable annual sales event.

Collaboration marks largest co-branded whiskey release yet and over $500,000 donation

LOS ANGELES, Sept. 16, 2025 /PRNewswire/ -- Penelope Bourbon, one of the fastest-growing award-winning premium whiskey brands, announces it has partnered with FCancer, a leading nonprofit changing the way people approach cancer through prevention, early detection, and support programs. Together they will debut two limited-edition whiskey blends with a shared mission: to make a meaningful impact in the fight against cancer. Penelope Bourbon and retail partner SharedPour will donate more than a combined $500,000 to support FCancer. Beyond the bottle, the communities of both Penelope Bourbon and FCancer are invited to join the fight by making personal donations and take part in a live fundraising event this October, headlined by country musician, William Beckmann.

"We have a great partner in the Penelope Bourbon team because they're all about bringing people together and making an impact through connection and community," says Julie Greenbaum, co-founder and chief revenue officer of FCancer. "We're grateful for their generosity and look forward to putting their donation to work to further fuel our mission. Together, our passionate communities can make positive change in the cancer space."

For the past three years, the Penelope Bourbon team has crafted its annual FCancer blend in honor of a teammate who lost a loved one to cancer—each release selling out almost instantly. This year, Penelope Bourbon is deepening its commitment to the cause with the largest production to date, aiming to drive even greater awareness, support the fight, and honor the stories behind every battle.

"Cancer touches us all in some way and leaves a devastating mark on too many lives. This release not only honors the legacy and special memories of those we've lost, but also lifts up the many still fighting today," says Brian Aten, Tennessee State Manager and pioneer of this commemorative blend after losing his wife to cancer. "We're proud to stand alongside FCancer in their powerful mission and look forward to rallying our Penelope family and community to raise a glass—and a middle finger—toward ending this terrible disease."

This year will feature two limited edition whiskey blends—the FCancer blend available at retail outlets and a limited quantity of FCancer Barrel Strength bottles that will be exclusively available through online retailer SharedPour, which has pledged a $250,000 contribution towards the project's $500,000 donation.

"It's incredible to see this project grow from a small release to a national partnership these past years," says Jay West, known online as T8KE, from SharedPour. "It has given us an opportunity to make a difference in a way I never dreamed would be possible when we first started. What a privilege it has been to be involved with each blend, and I'm proud we're able to step up in a significant way in support of FCancer."

The FCancer blend features aromas of cracked black pepper, spice, caramel, vanilla and citrus zest followed by flavors of lively baking spice, sweet caramel vanilla with slight smoke and roasted nuts. The finish includes notes of caramel, spice, cherry fruit and lingering roasted nuts. The FCancer Barrel Strength blend has fragrances of sweet cream and brown sugar, which are met with the taste of baking spices, rich honey, toffee and brûlée. The Barrel Strength is a rich whiskey with sweet finishings, creating the perfect balance.

"This release will always be personal for us. It began when one of our teammates asked if he could create a bourbon to honor his wife after she passed away from brain cancer," says Danny Polise, Founder and Master Blender of Penelope Bourbon. "What started as his tribute has become a tradition we carry forward each year together with him. These blends are about more than what's in the glass, they're about honoring loved ones we've lost, standing with those who are still fighting, and supporting a community that touches all of us in some way."

Bottled at 94 proof (47% ABV), 10,000 (6-in) cases, and offered at a minimum suggested retail price of $79.99 per 750ml bottle, the FCancer blend will ship nationwide in September. The FCancer Barrel Strength will be bottled at 114.6 proof (57.3% ABV) and offered for $99.99 per 750ml bottle at SharedPour.com, shipping in October. Each co-branded bottle label features a QR code that leads to a donation page for consumers to make personal donations further benefitting FCancer's mission.

The FCancer event takes place October 29, 2025, at Parlor Room in Austin, Texas, to celebrate the official co-branded whiskey product launch and rally community support. Tickets are available at LetsFCancer.com for $60, with all proceeds benefitting FCancer. This will be the first live fundraising event for the FCancer x Penelope Bourbon partnership, reinforcing growth each year.

ABOUT FCANCER
FCancer is dedicated to advancing health equity through early detection and prevention programs and by providing resources to navigate, manage, and cope with cancer letsfcancer.com @letsfcancer / @fcancernow.

Billions of dollars have been spent on finding the cure for cancer, while funding for prevention, early detection and support has largely been neglected. FCancer aims to fill this gap by:

• Funding clinic navigators in high-risk communities to connect patients with HPV vaccines to prevent cancer and screenings to find breast, cervical, colorectal, and lung cancer early.
• Offering tangible and emotional support programs to make life with cancer easier.
• Working hard to help people take control of their health. FCancer's education initiatives spread the word about the importance of cancer prevention and early detection, and offer some support along the way.

ABOUT PENELOPE BOURBON
Founded in 2018, Penelope Bourbon has become one of the fastest-growing award-winning premium whiskey brands. We offer a range of uniquely blended and finished straight bourbon and whiskey expressions known for their smoothness and rich flavor, and premium handcrafted ready-to-serve cocktails. Our products have won many spirits industry awards including best in class finalist and a double gold medal for Toasted at the 2025 San Francisco World Spirits Competition. Wheated earned a double platinum medal and Peach Old Fashioned and Black Walnut Old Fashioned ready-to-pour cocktails earned platinum medals at the 2025 ASCOT Awards. We continue to innovate within our Cooper Series, Limited Releases and Estate Collection to further establish our place among the top premium whiskey brands and prove that with passion, dedication, and love, anything is possible. For more information, visit PenelopeBourbon.com and follow on Facebook and Instagram.

ABOUT LUXCO
Founded in St. Louis in 1958 by the Lux family, Luxco is a leading producer, supplier, importer and bottler of beverage alcohol products with a mission to meet the needs and exceed the expectations of consumers, associates and business partners. Luxco operates as MGP Ingredients Inc. (Nasdaq: MGPI) Branded Spirits division since its acquisition in 2021. The company's extensive and award-winning premium portfolio includes brands from four distilleries: Ross & Squibb Distillery in Lawrenceburg, Indiana, where Penelope and Remus bourbon are produced; Bardstown, Kentucky-based Lux Row Distillers, home of Rebel, Ezra Brooks, and Blood Oath bourbons; Lebanon, Kentucky-based Limestone Branch Distillery, maker of Yellowstone Bourbon; and Arandas, Mexico-based Destiladora Gonzalez Lux, producer of 100% agave tequilas including Cortada, El Mayor, Escasa and Exotico. For more information, visit Luxco.com.

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SOURCE FCancer

FAQ

What is the price of Penelope Bourbon's FCancer whiskey blends?

The FCancer blend is priced at $79.99 per 750ml bottle, while the FCancer Barrel Strength version is available at $99.99 per 750ml bottle.

How many cases of Penelope Bourbon's FCancer whiskey will be produced?

Penelope Bourbon will produce 10,000 (6-in) cases of the FCancer blend, making it their largest co-branded whiskey release to date.

Where can I buy Penelope Bourbon's FCancer Barrel Strength whiskey?

The FCancer Barrel Strength whiskey will be exclusively available through SharedPour.com, shipping in October 2025.

When is the Penelope Bourbon FCancer fundraising event?

The fundraising event will take place on October 29, 2025, at Parlor Room in Austin, Texas. Tickets are available for $60 at LetsFCancer.com.

What are the tasting notes of Penelope Bourbon's FCancer blend?

The FCancer blend features aromas of black pepper, spice, caramel, vanilla and citrus zest, with flavors of baking spice, sweet caramel vanilla, slight smoke and roasted nuts, finishing with notes of caramel, spice, cherry fruit and lingering roasted nuts.