Major League Baseball (MLB) is ushering in a new era of sponsorship, announcing a groundbreaking, multi-year agreement with Traveller Blended Whiskey.
This agreement has established the acclaimed spirit as the league’s first-ever official whiskey.
This historic collaboration has brought together America’s cherished national pastime with the award-winning whiskey co-created by eight-time Grammy laureate Chris Stapleton and Buffalo Trace Distillery’s esteemed Master Distiller, Harlen Wheatley.
The partnership marks a significant strategic move for MLB, as it ventures into a fresh sponsorship category. Traveller Whiskey, already distinguished as the “Most Awarded Super Premium Whiskey release of 2024,” will gain prominent visibility across MLB’s extensive media platforms and at its premier signature events. The alliance is built on the shared values of meticulous craftsmanship, unwavering dedication, and a deep-rooted American tradition that resonates within both the world of professional baseball and the art of fine whiskey-making.
As the official whiskey of MLB, Traveller is set to connect with baseball enthusiasts aged 21 and over through a dynamic 360-degree marketing strategy. This comprehensive approach will include a presence in game broadcasts, engaging custom social and digital content (such as the “MLB Power Rankings”), and widespread in-store promotional activities designed to reach fans across the United States.
The fan experience will be further enhanced through engaging on-site activations at MLB’s marquee events. Highlights include the upcoming 2025 MLB All-Star Week in Atlanta and the unique MLB Speedway Classic at Bristol Motor Speedway. Baseball and whiskey aficionados will also have chances to win trips to these prestigious events through custom sweepstakes and giveaways.
Sharing his excitement for the partnership, Chris Stapleton said, “Whenever we’re on the road and it happens to line up, we go to baseball games. It’s become a bit of a tradition over the years. We love to experience all the different ballparks and enjoy the culture of whatever baseball town we happen to be in. My wife and I even went to Game Six of the World Series once on our anniversary. Needless to say, I’m thrilled Traveller Whiskey is going to be the Official Whiskey of MLB.”
Andrew Duncan, Global Brand Director for Traveller Whiskey, highlighted the synergy between the two entities and added, “Like a perfect swing or a game-changing slider, developing a great whiskey is an art form that demands passion, time and dedication to master. Starting this summer, we’re bringing that same spirit to ballparks across the country – where unforgettable moments, world-class whiskey and America’s pastime come together. We’re excited to introduce MLB fans to baseball’s newest tradition, Traveller Whiskey.”
Uzma Rawn Dowler, MLB Chief Marketing Officer & Senior Vice President, Global Corporate Partnerships, lauded the new partnership and concluded, “Harlen, Chris and the Buffalo Trace team have created this standout brand in a very competitive, popular space, and we’re excited to work with them. Between record levels of MLB fan engagement, All-Star Week in Atlanta and the Speedway Classic at Bristol Motor Speedway, this is a great year for Traveller and MLB to start working together.”
Traveller Whiskey itself is a testament to patient craftsmanship. Master Distiller Harlen Wheatley and Chris Stapleton meticulously tasted through more than 50 distinct blends before unanimously selecting “Blend No. 40.” Bottled at 90 proof, Traveller Whiskey offers a complex and approachable flavor profile, featuring inviting notes of oak, sweet maple, tart currant, and subtle leather, complemented by aromas of vanilla, aged fruit, and buttery shortbread. This unique spirit is a blend of whiskeys sourced from The Sazerac Company’s portfolio of award-winning distilleries and is bottled at the historic Buffalo Trace Distillery in Frankfort, Kentucky.
This partnership is slated to launch this summer, inviting fans to raise a glass to the newly forged connection between the crack of the bat and the smooth taste of Traveller Whiskey.