Basil Hayden and Rowing Blazers Announce New Partnership, Reimagining the Classics Through Bourbon, Style and Culture

Why Basil Hayden and Rowing Blazers?

Since its inception, Basil Hayden has crafted whiskey with a distinctive approach, honoring time-tested distilling traditions, while finding surprising new ways to challenge expectations of what bourbon can be. Similarly, Rowing Blazers has built its reputation by taking the codes of classic heritage style and expanding into fresh perspectives, unexpected combinations and new cultural influences. Together, the brands are exploring what happens when two familiar worlds are approached with curiosity: preserving what makes a classic enduring while finding new ways to experience it. 

How will the partnership come to life? 

To kick off the partnership, Basil Hayden and Rowing Blazers developed collaborative content showcasing how the brand worlds merge, inviting consumers to discover something new in the familiar. The partnership will continue throughout the fall and into the holiday season, with exciting collaboration drops to come, bringing together the worlds of bourbon and style in ways that feel both familiar yet unexpected.

What are the brands saying?

"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 Regan Clarke, vice president of American Whiskey at Suntory Global Spirits. "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."

'"Rowing Blazers and Basil Hayden share a belief that classics are meant to be reimagined," added Tommy Cissel, Senior Collaborations and PR Manager. "From bourbon to prep, we take timeless traditions and make them our own."

How can consumers get involved?

Fans of both brands can also make the signature cocktail created especially for the partnership, the "Bourbon & Blazers," featuring Basil Hayden Toast and blueberries as a nod to Rowing Blazers' signature navy hue. Fans can follow @BasilHayden and @RowingBlazers for more from the partnership and keep an eye out for more exciting announcements to come this fall and holiday season. 

About Basil Hayden

Crafted in 1992 by Booker Noe as part of the Small Batch collection, Basil Hayden introduced a more subtle side of bourbon compared to its counterparts. Inspired by bourbons with high-rye mash bills, Booker set out to create a bourbon that would offer an approachable taste profile and defy preconceived bourbon expectations. Basil Hayden's expanded expressions include Toast, Dark Rye, and Golden Rye demonstrating the brand's creativity and finishing expertise. Basil Hayden 10-Year Old delivers an ultra-premium whiskey experience, challenging the misconception that whisky becomes harsh with age and showcases a gracefully aged liquid that doesn't sacrifice smoothness.

About Suntory Global Spirits

As a world leader in premium spirits, Suntory Global Spirits inspires the brilliance of life, by creating rich experiences for people, in harmony with nature. Known for its craftsmanship of premium American whiskeys, including Jim Beam® and Maker's Mark®; Japanese whiskies, including Yamazaki® and Hibiki®; and leading Scotch brands including Laphroaig®, Suntory Global Spirits also produces leading brands such as El Tesoro® and Hornitos® tequilas and Roku® gin, and is a world leader in Ready-To-Drink cocktails, with brands like -196™ (minus one-nine-six) and On The Rocks™ Bartender Created Cocktails.

A global company with approximately 6,000 employees in nearly 30 countries, Suntory Global Spirits is driven by its core values of Growing for Good, Yatte Minahare and Giving Back to Society, and aims to have a positive impact on the planet, consumers and communities. Headquartered in New York City, Suntory Global Spirits is a subsidiary of Suntory Holdings Limited of Japan. 

About Rowing Blazers

Rowing Blazers was founded in New York City in 2017. The brand is known for its subversive, "twisted" take on preppy style and the classics, as well as its celebrity clientele, cult following, and diverse collaborations. Rooted in the histories of sport, tailoring, culture, and collegiate style, Rowing Blazers reinterprets traditional codes with a colorful and irreverent sensibility. The brand has a deep respect for the traditions, communities, and stories that give these codes their meaning. At its core is a belief in individuality and the idea that the best style comes from knowing the rules well enough to break them.

Enjoy Responsibly.

Basil Hayden® Kentucky Straight Bourbon Whiskey, 40% Alc./Vol. ©2026 James B. Beam 

Distilling Co., Clermont, KY.

SOURCE Suntory Global Spirits