(Photo: TX Whiskey)
On Monday, TX Whiskey signed a multi-year partnership with the Houston Texans to become the football team's latest official spirits partner. The occasion is being toasted with a suite of activations commemorating the Fort Worth-born and -raised distiller.
Fans at the NRG Stadium can now find the brand's Blended Whiskey and Straight Bourbon at bars throughout the venue, including but not limited to The Luxe Lounge and the custom-branded TX Tavern. TX also intends to hold various tailgates throughout the remainder of the football season.
According to brand manager Ronald Harrison, the partnership is a continuation of TX Whiskey's "Tip of the Cap" campaign, launched earlier this year as a celebration of Texan culture. The campaign was tipped off, so to speak, in collaboration with professional bull rider Ezekiel "Blue" Mitchell, who released a variety of collectible caps (for your bottle, not your head) that hit shelves in February. Future releases in the series will reportedly feature different caps tailored to local heroes.
If you're interested in learning more about the double-entendre-laden whiskeys, find our full interview with Mitchell here.
“TX Whiskey is thrilled to partner with the Houston Texans, an organization that embodies the same Texas spirit we pour into every bottle of TX Whiskey,” Harrison said. “As the next iteration of our ‘Tip of the Cap’ campaign, this partnership celebrates the people and culture of this great state, and the incredible Houston Texans family.”
About TX Whiskey
TX Whiskey was formed in 2012 by Leonard Firestone and Troy Roberston, who left their corporate jobs to build a distillery on the 112-acre Glen Garden Country Club in Fort Worth, Texas.
In addition to their flagship Blended Whiskey and Straight Bourbon expressions, the brand produces a barrel-proof bourbon, BIB bourbon, and a trio of Barrel Finished releases that recruited help from Port, sherry and cognac casks.
The distillery was acquired by French spirits firm Pernod Ricard in 2019 for an undisclosed sum. Firestone and Robertson described the move as an "extraordinary opportunity" that promised to "accelerate the growth of our brands while preserving our roots and shared core values."
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