Bourbon brand Basil Hayden has formed a partnership with New York fashion label Rowing Blazers. The tie-up was announced in New York on September 24, 2026, and will include collaborative content, experiences and limited-edition drops throughout the fall and holiday season.
The two brands will work under a shared idea they call “Classics, Reimagined.”
Basil Hayden calls itself “the Bourbon Born to Surprise.” The release describes Rowing Blazers as having an “irreverent take on preppy style.”
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READ THE STORYJack Carlson, a former US national team rower, founded Rowing Blazers in New York in 2017.
To launch the partnership, the companies created content that shows how their brand worlds merge. The release says the content invites consumers “to discover something new in the familiar.” More collaboration drops will follow later this year.
Regan Clarke, vice president of American Whiskey at Suntory Global Spirits, explained the reasoning behind the deal. “As ‘the Bourbon Born to Surprise,’ Basil Hayden is known for adding a twist to the familiar so partnering with Rowing Blazers, known for their distinct way of taking something classic and making it feel fresh and unexpected, immediately felt aligned,” said Clarke. “There’s a natural connection between spirits and style, and this partnership brings our shared perspective on cool classics to life in a way that feels true to both brands.”
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Tommy Cissel, senior collaborations and PR manager at Rowing Blazers, also commented on the partnership. “Rowing Blazers and Basil Hayden share a belief that classics are meant to be reimagined,” said Cissel. “From bourbon to prep, we take timeless traditions and make them our own.”
For the tie-up, the brands created a signature cocktail called the Bourbon & Blazers. It combines Basil Hayden Toast with blueberries. According to the brands, the fruit acts as “a nod to Rowing Blazers’ signature navy hue.”
Booker Noe created Basil Hayden in 1992 as part of the Small Batch collection. He took inspiration from high-rye mash bills and aimed for an approachable taste profile.
Today the range also includes Toast, Dark Rye and Golden Rye. Basil Hayden 10-Year Old sits at the top of the portfolio as an ultra-premium expression.
Suntory Global Spirits, formerly Beam Suntory, took its current name in 2024. Its American whiskey portfolio also includes Jim Beam, Maker’s Mark and Knob Creek.
