In a market crowded with premium labels, King of Kentucky stands out for its bold claim to the throne. It’s a name that commands attention, and among the bourbon elite, it has become synonymous with a level of quality and rarity that justifies its regal branding. This reputation is further cemented by the brand's latest Small Batch Collection, a highly anticipated release which marks the latest chapter for a brand that has moved from a 19th-century staple to bottom shelf beverage to modern day "unicorn." A premium offering in the Brown-Forman portfolio, its trajectory reflects broader shifts in the American whiskey industry, moving from a high-volume market staple to its current position as a pinnacle of aged spirits.
King of Kentucky’s Brand Origins
King of Kentucky was established in 1881 by Louisville's John G. Roach Distilling Company. The name was a direct nod to Kentucky’s other great passion, horse racing. Known as "The Sport of Kings," the brand sought to capture the elegance and power of the Bluegrass State’s thoroughbred culture. In 1936, Brown-Forman acquired the label. However, the mid-20th century was a different era for whiskey, and by 1940, the brand was converted into a blended whiskey to meet changing consumer demands. It lost its "straight bourbon" status and much of its prestige, eventually being discontinued in 1968. For exactly 50 years, the King was in exile.
Brown-Forman Master Distiller Chris Morris.
The Return Of The King
In 2018, Brown-Forman Master Distiller Emeritus Chris Morris brought the brand back from the dead with a radical new identity. No longer a budget blend, the new King of Kentucky was reimagined as a single-barrel, barrel-strength powerhouse. By pulling rare barrels from the company's historic warehouses in Shively, Kentucky, the brand quickly established a reputation for a massive oak presence, incredible age statements, and a level of complexity that few other bourbons could match.
The success of King of Kentucky is part of a larger trend in the whiskey world: the revival of "dusty" heritage brands. Large distillers like Brown-Forman, Heaven Hill, and Buffalo Trace have spent the last several decades scouring their archives to find names with deep historical roots. By pairing a 19th-century name with modern, ultra-premium liquid, these companies bridge the gap between distillers past and present, ensuring the heritage of bourbon is preserved for a new generation of enthusiasts.
The King Of Unicorn Bottles
Since its resurrection, King of Kentucky has consistently landed at the top of "Best of the Year" lists, earning scores as high as 96/100 from major critics. Each release is treated as a tentpole, with Morris hand-selecting a mere handful of barrels—sometimes as few as 27 or 63—for the entire year’s production. Because each bottle is hand-numbered and wax-dipped, they have become "unicorn" bottles: spirits so rare that they are almost never seen on retail shelves at their suggested price. Collectors often pay several times the retail value on the secondary market, driven by the brand's reputation for delivering 14 to 18-year-old expressions that retain a surprising vibrancy despite their advanced age.
The 2026 Small Batch Collection
To celebrate the 250th anniversary of the United States and the founding of Kentucky County, King of Kentucky is introducing its first-ever multi-batch series. The 2026 Small Batch Collection consists of three different releases bottled at 105, 107.5, and 110 proof, respectively. This new series will be available in limited quantities for $299, while the signature single-barrel releases will continue their annual schedule this fall.
The 2026 King of Kentucky Small Batch Collection.
The three batches feature a blend of rare barrels aged between 12 and 18 years, showcasing liquid that survived a staggering "angel's share" evaporation where some barrels yielded only 16 percent of their original contents. “For years, I’ve held onto these rare, aged barrels, waiting for a moment significant enough to share them,” said Chris Morris in a company press release. “To celebrate the founding of our country with a whiskey of this caliber feels like the perfect tribute.”
King of Kentucky Small Batch Collection Launch Party
The Small Batch Collection was officially unveiled this week at a special launch event in New York City, held at Overstory high above Manhattan. Master Distiller Chris Morris was joined by a special guest, comedian Jim Gaffigan, whose well-documented love for bourbon has become a highlight of his recent work. Gaffigan, who discusses his obsession with rare spirits in his new YouTube comedy special, Jim Gaffigan: Live from Old Forester — The Bourbon Set, joined Morris to taste the new batches for the invited guests. The collaboration brought a touch of humor to the prestigious launch, emphasizing that while the whiskey is a serious pursuit of craftsmanship, the culture surrounding it is increasingly a shared experience among enthusiasts and collectors alike.
Chris Morris with comedian Jim Gaffigan. Photographs courtesy of Brown-Forman.
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