Sips & Sites & Bites

There are few names in bourbon with the gravitas of Old Fitzgerald. Whisper it in a room full of whiskey lovers, and you’ll spark stories of vintage decanters, wheated mashbills, and perhaps even the mythical “John E. Fitzgerald” himself … the treasury agent-turned-barrel bandit whose legend gave the brand its name.

Now, Heaven Hill has turned the page, releasing the new Old Fitzgerald 7-Year-Old Bottled-in-Bond, marking a fresh and flavorful signature expression for one of the most storied labels in American whiskey.

This isn’t just a bottle … it’s a handshake across generations.

A Heritage Spirit for a New Generation

Crafted under the watchful eye of Master Distiller Conor O’Driscoll and following the strict standards of the Bottled-in-Bond Act of 1897, the new 7-year expression strikes a balance between Old Fitz’s iconic legacy and modern-day drinkability. It’s wheated bourbon through and through … 68% corn, 20% wheat, and 12% malted barley … offering a softer, rounder profile than its rye-heavy cousins.

After seven years resting in Level 3 charred American oak barrels, what emerges is a 100-proof amber elixir with just the right depth. On the nose, expect warm graham crackers and honeyed softness. The first sip leans into brown sugar and spice, with a comforting hint of fresh-baked bread. The finish brings subtle oak tannins and cinnamon warmth, an echo of the kind of hospitality that this whiskey, quite literally, brands into the bottom of each bottle.

“Your Key to Hospitality”

If the whiskey doesn’t immediately win you over, the bottle just might. Drawing on design cues from the 1950s decanter series … fluted shoulders, diamond-cut closures, and the revival of the red Old Fitzgerald wordmark from the original 1884 trademark … the new presentation is classy but approachable. And that phrase on the label and etched beneath the glass: “Your Key to Hospitality”? It’s more than a nod to vintage ads, it’s an invitation.

In a move both nostalgic and strategic, Heaven Hill is positioning Old Fitzgerald 7-Year as more than a premium pour … it’s meant to be shared. Whether it’s poured neat at a backyard gathering, stirred into an Old Fashioned at a bar, or gifted to a new enthusiast just getting into bottled-in-bond territory, this is bourbon made to bring people together.

The Sweet Spot

“Seven years proved to be a sweet spot,” says O’Driscoll. And it shows. While the longer-aged decanters still earn cult status (and price tags to match), the 7-Year’s $60 retail price makes this an accessible daily drinker for the discerning palate. Its recent Gold medal at the 2025 San Francisco World Spirits Competition is icing on the cake.

The Story Continues

What’s compelling here is the way Heaven Hill is choosing to tell Old Fitzgerald’s story, not just through marketing, but through experience. With events, partnerships, and hospitality-forward initiatives on the horizon, the 7-year release isn’t just a new bottle, it’s a chapter in a continuing legacy.

And if the past is any indication, from steamboat lounges to pre-Prohibition clubhouses, Old Fitzgerald has always known how to make a grand entrance. With the 7-Year Bottled-in-Bond, it’s now perfectly poised to reintroduce itself at your dinner table, your neighborhood bar, or your next celebration.

Cheers to that.