Secretariat-Themed Bourbon Hits Market at Premium Price Point
Hallowed Spirits Company has launched Thirty-One Lengths Bourbon, a limited-release Kentucky bourbon commemorating Secretariat's 31-length victory at the 1973 Belmont Stakes. The 15-year-old expression, bottled at 100 proof (50% ABV), retails for $1,500 per bottle and is available exclusively through direct-to-consumer purchase on a first-come, first-served basis.
The project represents a collaboration between Hallowed Spirits Co. (brand developer), Claiborne Farm (where Secretariat is buried), the Tweedy family (Secretariat's original owners), and Holotype Studio (creative direction). The Blending House in Shelbyville, Kentucky handled production.
Industry Partnerships and Family Blessing
"It's a unique way to celebrate one of the most remarkable performances in Thoroughbred racing and ensure his legacy continues to resonate with future generations," said Walker Hancock, President of Claiborne Farm.
John Tweedy, son of Penny Chenery Tweedy (Secretariat's owner), added: "The Secretariat story has been intertwined with Claiborne Farm every step of the way, from foaling to gravesite. There's no better symbol of that connection than his epic Belmont victory. Hallowed Spirits' 31 length Bourbon offers a new way to toast this historic event, and its beautifully crafted bottle will be a keepsake for years."
Why It Matters
The ultra-premium spirits sector continues to leverage heritage storytelling and experiential branding to justify premium pricing. At $1,500 per bottle, Thirty-One Lengths targets affluent collectors and hospitality operators seeking distinctive offerings with narrative appeal. The direct-to-consumer model bypasses traditional distribution channels—relevant as brands increasingly control their pricing and customer relationships in the premium bourbon category.
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Written by FBM Publications Editors