The latest food and beverage industry news and trend analysis

Green River Distilling Co. has announced a major addition to its core portfolio with the launch of Green River Wheated Full Proof Bourbon. Hitting shelves in 25 markets beginning February 13, the release is strategically positioned to capitalise on two dominant trends in the American whiskey sector: the enduring popularity of wheated mashbills and the rising enthusiast demand for barrel-strength offerings.

Notably, the brand is aggressively positioning the product at a Suggested Retail Price (SRP) of $49.99, undercutting many competitors in the premium full-proof category where pricing often exceeds triple digits.

The launch leverages the recipe that was recently honoured as "Best Overall Bourbon" at the 2025 New York World Spirits Competition. By bottling this award-winning profile at full proof, Green River is targeting the "enthusiast" demographic which has increasingly tilted toward higher ABV (Alcohol By Volume) expressions.

Citing data from Allied Market Research, the company notes that wheated bourbon represents roughly one-third of the North American bourbon market, with growth projected through 2031. Concurrently, bourbons clocked at 100+ proof continue to dominate sales rankings. Green River’s strategy creates a "high-quality, low-barrier" entry point into this lucrative segment.

Product Specifications and Ageing

Green River Wheated Full Proof maintains the brand's signature wheated mashbill:

• Corn: 70%

• Wheat: 21%

• Malted Barley: 9%

The expression is presented at a variable batch-proof ranging from 109 to 116. The initial batch is bottled at 109.3 proof (54.65% ABV).

Maturation: The bourbon is aged for five to seven years in Green River’s signature clay tile warehouses. The company states that this specific environment provides natural insulation that accelerates flavour development, resulting in "enhanced vanilla, caramelised wood sugars, and a richer expression of the wheated profile."

Dan Callaway, Master Blender at Green River, emphasised that the launch is about consistency and value rather than novelty.

Packaging and Architecture

To ensure immediate brand recognition on the shelf, the new SKU utilises Green River’s signature horseshoe bottle. However, to distinguish the higher-proof expression from the core lineup, the packaging features a custom copper-accented tax strip, offering a visual cue to premium buyers.

Commercial Details:

• Launch Date: February 13, 2026.

• Markets: 25 U.S. markets initially.

• Format: 750mL exclusively.

• SRP: $49.99.