[Whiskey Decision] 🏈 NFL's Official Drink: Whiskey? 🥃

So, Georgia's doling out $1.4M speeding tickets. Perhaps the most genius way to fundraise for next month’s $2.5M bottle of Macallan at auction. The bottle's old enough to have seen Prohibition, but let's not jump to conclusions. If Georgia’s State Patrol does snag that liquid relic, expect the next state meeting to be a blend of political theater and a speakeasy—more riveting than any town hall you've ever endured.

In today's dispatch, we're diving headfirst into:

• Whisky & The NFL: A trial relationship with big $$$ implications. Don’t call it a hail-mary, but we go deep.

• Worthy Reads: Sampling some of the best from around the web

• Cocktail: Fall in a glass? Let’s try it.

🏈 Whiskey & The NFL 🥃

The NFL, once a bastion of beer-soaked fandom, found its soulmate in a bottle of whiskey. Thanks to a $30 million a year handshake with Diageo, the league's not just chasing touchdowns, but also high-end spirits. From the Manning's Sweetens Cove to Charles Woodson's Raiders-approved bourbon, the old guard is trading cleats for casks. And let me tell you, this isn't just a seasonal fling; it's a full-blown, barrel-aged romance.

NFL’s Playbook on Liquor Sponsorships

In 2017, the NFL warmed up to hard liquor after a multi-year decline in TV ratings (8% in 2017). That year the league's advertising revenue crossed a whopping $8.16 billion. For context, Brown-Forman's revenues were ~$2.9 billion that same year. The NFL needed to protect the bottom line. Enter Diageo.

With a rich product line and global distribution, Diageo inked a deal to become the NFL's first official spirits sponsor. Helping the league break away from its beer-only tradition. Diageo hit the jackpot, finding a goldmine of football fans for their premium spirits. The cost? $30 million a year from Diageo. Though we're skeptical if fans were clamoring for Crown Royal.

In 2019, they eased the rules for alcohol advertisements. Permitting beer brands to feature players in their ads, albeit with stipulations. In 2021, NFL divided Anheuser-Busch's alcohol rights into three segments. Created two new categories: Wine and Liquor. Opening the gridiron for a more diverse booze advertising landscape.

Yet, the NFL’s current policy keeps active players away from liquor endorsements. Bear endorsements seem to be fine though. Odd, considering the NBA has a different take. Stars like Steph Curry have even launched brands like Gentleman's Cut. While current players haven't been able to court whiskey brands, retired vets have wasted no time.

Retired NFL Stars: From Gridiron to Grain

Beyond a way to keep warm on the sidelines during freezing games. Whiskey is American as the nation's sport (move over baseball). And the former stars of the gridiron have stepped onto a new playing field in droves.

• Sweetens Cove, a Tennessee bourbon priced at $200. Well above typical bourbon prices of $50-$60. Backed by the Manning brothers. The brand is firmly positioned in the luxury bourbon arena. Want to do the same? You'll need Super Bowl rings, witty brotherly banter, and a talented distiller.

• Raiders' Nation celebrated two league firsts in August with Charles Woodson. His bourbon became the official whiskey for an NFL team and stadium. “Woodson Whiskey” has a fan base that soared by 18% in the past year, showing a promising trajectory.

• Joe Montana, the 49ers legend secured a sponsorship with Gold Bar Whiskey in 2023. Gold Bar inked an official "whiskey cocktail" partnership with the 49ers 2019. The result, a 25% uptick in sales in the SF area.

• Let's not forget NFL icon/TV host Terry Bradshaw. His partnership with Silver Screen Bottling Company introduced Bradshaw Bourbon in 2020. Distilled at Green River, the 51.9% ABV is a nod to Bradshaw's passing rate.

Going by the numbers, the entry fee for the "NFL Whiskey Club" at least 2.6 Super Bowl Rings. Sorry, Randy Moss, Tequila may be more your avenue. These ventures go beyond mere endorsements. For many fans (like ourselves) splurging on a branded whiskey is simple. Even if we don't open the bottle, it is still a statement piece. Another way to celebrate our favorite player. But what about the NFL teams?

The official whiskey sponsor of your NFL team...

Out of all the sponsorship deals whiskey and individual teams is the most nascent. We've covered Charles Woodson's success above. And yes, Crown Royal, owned by Diageo, is the first "Official Whiskey of the NFL." Early results show a 20% uptick in brand visibility. But Diageo also owns Bulleit whiskey. Which in our mind seems like a much easier marketing campaign. But we digress. The teams:

• Pittsburgh Steelers' collaborated with Dublin Liberties Distillery. Releasing the Dubliner Steelers Select whiskey, retailing at ~$60. The response? At the end of opening week, the greater Pittsburgh area sold out.

• A shining exemplar of partnership potential? Look no further than the alliance between Maryland's Sagamore Spirits and the Baltimore Ravens. Announced this August, the partnership brims with promise. Kindling a fervor of anticipation.

• What goes well with Buffalo Wings - peanut butter? Sure. Buffalo Bills’ established an official partnership with Skrewball Peanut Butter Whiskey*. Though the term "whiskey" is a bit sketch due to its sub-80% ABV. The partnership drove an impressive 30% increase in stadium spirits sales.

• In the Pacific Northwest, the Seattle Seahawks partnered with Beam Suntory. Naming Jim Beam Bourbon as the official bourbon of the Seahawks. A collaboration that netted a 15% surge in Jim Beam Bourbon sales PNW.

• Some teams like the Eagles, Bucs, and Vikings have multiple sponsorships or limited partnerships. For instance, Pendleton has a deal for only 4 of 9 home games with the Vikings. Odd, but understandable considering costs.

At the helm? A global whiskey market galloping towards an $89 billion hallmark by 2025, and the NFL, gracefully sailing towards a cool $25 billion. With such ambitious revenue benchmarks, the camaraderie between the NFL and whiskey isn't just serendipitous—it's a strategic rendezvous. The NFL's embrace of whiskey isn't just a fleeting flirtation, but a thoughtful courtship. Meanwhile, retired gridiron gladiators are delving into authentic whiskey ventures, adding a vintage touch to this modern alliance. As teams and whiskey labels forge unions, they're scripting narratives that transcend the turf, celebrating a communion of passions and toasting to a horizon teeming with exciting prospects.

 📰 Worthy Whiskey News (a.k.a. our favorite reads*)

• Trading wine for whiskey. World’s best Somm is tapped as new global brand ambassador for this craft Irish Whiskey.

• Our YouTube rabbit hole led us to this gem. Randall Bird with Prime Barrel Academy is a wealth of knowledge and a national treasure.

• Whiskey Time Machine. Dive deeper into when a market turns south - the Whisky Loch. A crystal ball to the future of Bourbon?

_{*Ok, we included one video link this week so technically not true}

📈 Top 5 Pour Decisions: The Priciest of Whiskeys 📈

Biggest five-year price surges among our featured whiskeys for 2023

1. Shenk’s Homestead Kentucky Sour Mash Bourbon +486%

2. Springbank 21 y/o Single Malt Scotch Whisky +397%

3. Stagg Jr Barrel Proof Bourbon +306%

4. Elijah Craig 23 y/o Bourbon +300%

5. Hancock’s President’s Reserve Single Barrel Bourbon +293%

📸 Small Batch of Previous Spotlights

Some of our favorite posts this month on Instagram

• Lyrical maestros? Sinantra & MF Doom? JD Sinatra & MF Doom Dunks

• Walking the plank? Cutty Sark lineup

• BT’s Prohibition costs how much? MSRPs are just guidelines

🍁The Fall Classic: PB & Apple Cider Whiskey Cocktail 🍎
Crisp air, changing leaves, and whiskey - perfection

Ingredients:

• 1 quart apple cider

• 4 shots peanut butter whiskey (Skrewball, Ole Smoky, Sqrrl, and PB&W are just a few you could choose from)

• ¼ cup creamy peanut butter

• ¼ cup brown sugar or cane sugar

• 1 tbsp ground cinnamon

• 2-3 cinnamon sticks

Instructions

• Heat apple cider on low heat; optionally add 2 cinnamon sticks and 3 star anise. Avoid boiling.

• Scoop and spread peanut butter on a plate that will be used to rim the glass.

• Mix brown sugar and cinnamon, spreading on a separate plate.

• Rim glass first in peanut butter, then in cinnamon-sugar mix.

• Pour whiskey into glass then add hot cider. Stir,

• Optional: Garnish with apple slice dipped in peanut butter, star anise, and cinnamon stick. Enjoy!

If you want to tone down the peanut butter flavor you can also swap out for a pepper forward rye.

Remember to enjoy responsibly!

What a ride it's been this week, huh? Thanks for joining us on this journey through the world of good spirits at great prices.

Got friends who love a well-priced bottle as much as we do? Share this newsletter with them and let's make our merry band of spirited enthusiasts a little bit bigger.

Thanks again for being here. Let's raise a glass to the week ahead.