Joe Montana is the latest celebrity to get into the whiskey game. The NFL Hall of Famer recently announced a new partnership with The Gold Bar Spirits Company, makers of Gold Bar Whiskey.
The Gold Bar Spirits and Montana recently released the Joe Montana Whiskey Collection. It launches with Blend No. 273, a triple casked American whiskey with a three grain mash bill of (corn, rye and barley), bottled at 82 proof. The whiskey is first double casked in red wine barrels and then triple casked in cognac barrels and raked over toasted oak staves. Blend No. 273 represents the number of Montana’s total career touchdown passes. The artwork on the bottle incorporates the 49ers throwback 1970s/80s oval logo and his signature. The illustration depicting Montana’s historic touchdown celebration in Super Bowl XXIV was created by a 49ers superfan and artist, Rita Oak.
Releasing in time for Thanksgiving, the Collection will expand to include the limited Blend No.117. Known as “Number 16” given Montana’s 49er jersey number and the age of the whiskey inside the bottle. The expression is a limited-edition 16-year-old whiskey at a near cask strength of 95 proof, triple casked in Cognac barrels and raked over toasted oak staves.
In time for the holidays, Blend 273 will also be included in a five-bottle boxset to be released as The Joe Montana Championship Collection. The box set highlights the four Super Bowl Championships that he and the 49ers won together in 1982, 1985, 1989 and 1990 and includes a custom wood display box.
“Collaborating with the team at Gold Bar Whiskey to develop this collection has been a fun experience,” said Joe Montana. “From the unique flavor profiles to the meaningful blend numbers and creative designs, the collection will offer a variety of selections for a gameday beverage, with a twist of nostalgia. I’m looking forward to sharing the whiskey, as well as the experience of Gold Bar’s incredible new Visitor Center here in San Francisco, with fans.”
Known for leading the San Francisco 49ers to four Super Bowl victories, as well as winning the National Championship for Notre Dame, Montana was named the Super Bowl’s Most Valuable Player three times.
Recognizing the value of creating content and experiences for fans of their whiskey, Gold Bar created a first-of-its kind innovation in brand packaging, called The Patch, working with Avery-Dennison to deliver this innovation. Each Joe Montana Collection bottle comes with a bottle neck tag that has a wearable, iron-on Joe Montana patch, that creates an interactive fan experience. The patches have an embedded a near-field-communication (NFC) chip, that when tapped with your phone, directs the fan to exclusive Montana content including a special “secret” video of Joe at the Gold Bar Distillery preparing, step-by-step, his signature cocktail The Golden Joe made with Gold Bar Whiskey, orange juice, lime juice and ginger beer.
Founded in 2013, Gold Bar Whiskey is known for its double-casked wine barrel finished whiskies. Housed in a gold bar shaped bottle, the whiskies are crafted by Master Blender Montgomery Paulsen, a second-generation wine maker from Napa Valley.
“Gold Bar is made for moments worth celebrating so it made perfect sense to collaborate with one of the most celebrated championship quarterbacks in the history of the game.” said Elliott Gillespie, Gold Bar Founder and President.
The brand collaboration is set to receive continued exposure as Gold Bar Whiskey enters its fourth year as the Official Whiskey of the San Francisco 49ers.
Gold Bar Whiskey’s Joe Montana Blend No.273 retails for $59.99. Joe Montana Blend No.117 will retail for $149.99. The Joe Montana Championship Collection will retail for $299.99.
