The Blade and Bow story began with the founding of
the legendary Stitzel-Weller Distillery in 1935, a
Louisville icon and home to the fathers of bourbon.
With a commitment to craftsmanship and artistry,
forceMAJEURE and Diageo re-imagined what Kentucky
Bourbon could be until distilling stopped in 1992, to
create the company’s next play in the high-end
Bourbon segment.
Named after the two parts of a skeleton key, the blade
shaft and the ornate bow, the brand is a tribute to the
five keys that once hung on the door of the Stitzel-
Weller Distillery.
These keys represented the five steps of crafting
bourbon—grains, yeast, fermentation, distillation and
aging.
Each neck capsule is adorned by 1 of the 5 collectible
keys.
Five of the six sides of the bottle are dedicated to
explaining the five steps of crafting bourbon.
The creation of Diageo’s next play in the high-end
Bourbon segment: a proud tribute to the Stitzel-Weller
Distillery.