New Bourbon Label Blends Music, Outdoors, and Conservation Duck Club Bourbon, co-founded in 2025 by multi-platinum country artist Riley Green and McCauley Williams, has entered the spirits market with a dual-expression strategy aimed at holiday gifting and seasonal entertaining. The brand markets itself as "The Bourbon for the Outdoorsman," positioning premium whiskey craftsmanship alongside Southern culture, outdoor lifestyle branding, and wetland conservation messaging. The portfolio comprises a 92-proof signature bourbon—a four-grain blend—and High Brass, a 110-proof expression with a bolder profile. Since launch, Duck Club Bourbon has secured features in Forbes, Southern Living, and Whisky Advocate, establishing credibility within both spirits media and lifestyle publishing. The brand appeals to a cross-demographic audience: bourbon enthusiasts, outdoor recreationalists, and country music fans.
Why It Matters
Celebrity-backed spirits continue to dominate holiday gifting, but Duck Club differentiates through thematic alignment with an outdoor lifestyle segment rather than celebrity name recognition alone. The conservation narrative and publication placement position it competitively against established outdoor-adjacent brands during Q4 retail peaks.
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Written by FBM Publications Editors
