News Summary
Students at the University of Kentucky have successfully launched a new bourbon brand called WildCask, which was developed through a dedicated course on distilled spirits commercialization. The project involved hands-on experience in brand development and bottling, culminating in the first batch available for reservation. Proceeds will support educational programs at the James B. Beam Institute for Kentucky Spirits, promoting innovation and entrepreneurial skills in the bourbon industry.
Lexington, Kentucky – A group of innovative students at the University of Kentucky has launched a new bourbon brand named WildCask, the result of a specialized course focused on the commercialization of distilled spirits. This course, initiated in August 2024, is part of the offerings at the James B. Beam Institute for Kentucky Spirits (JBBI) and is taught by Honorary Professor Herb Heneman.
The WildCask project involved students collaborating in teams to develop every facet of a bourbon brand, from its name and label design to the bottling process. One of the standout features of the WildCask brand is its label, which features a White Oak tree and a sketch of the Beam Institute building and is highlighted by a vibrant blue color scheme. This design was crafted in collaboration with William Bahan from WBahan Design, aimed at distinguishing WildCask from more traditional, understated liquor branding.
The JBBI, under the leadership of Director Seth DeBolt, is noted for its mission to produce the first distilled spirit at the world’s largest teaching distillery. In a significant contribution to the project, Heneman donated 12 barrels of bourbon from his personal collection, valued at nearly $40,000. This special reserve was blended with barrels from Freddie Noe and the James B. Beam Distilling Co. to create the final WildCask bourbon.
Students were also able to utilize the Bardstown Bourbon Co. facility for the bottling process, gaining hands-on experience with the commercial bottling methods used within the industry. The first batch of WildCask bourbon was made available for reservation during the 2025 JBBI Industry Conference held in March. Individuals who reserved bottles were invited to pay and pick up their bourbon on April 28, providing an opportunity to meet the student creators behind the brand.
Proceeds from the sales of WildCask will be directed toward supporting students, research, and programming at the JBBI. Furthermore, a limited number of WildCask bottles have also been distributed to select retailers, including Liquor Barn and Kroger Wine and Spirits, expanding the brand’s reach within the community.
DeBolt outlined the importance of educating students in all aspects of the bourbon industry, including sales and marketing, as part of their comprehensive learning experience. This initiative not only contributes to their education but also supports the growth and recognition of Kentucky’s bourbon industry.
For those interested in learning more, details regarding the Distillation, Wine and Brewing Certificate program can be found on the Beam Institute’s website. The WildCask project serves as an exemplary model of how practical learning experiences can foster entrepreneurial spirit and innovation among students.
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