The NFL legend's bourbon brand will be featured at the iconic horse racing event in Louisville
Category: Business
Pro Football Hall of Famer Terry Bradshaw announced a new partnership between his spirits brand, Bradshaw Bourbon, and Pittsburgh-based gastropub The Yard for the 152nd Kentucky Derby on Saturday, May 2, 2026. The collaboration brings the four-time Super Bowl champion's whiskey to the iconic "Run for the Roses" at Churchill Downs, marking a notable presence at one of horse racing's most celebrated events.
The partnership, revealed via social media, highlights the integration of Bradshaw’s Kentucky straight bourbon into the festivities at the Louisville, Kentucky, race track. This collaboration showcases Bradshaw Bourbon and aligns with the event's tradition of serving Mint Juleps, with more than 125,000 expected to be consumed throughout the weekend. The Derby serves as a platform for Bradshaw's brand, which was launched in 2020 to merge his interests in championship quarter horses and whiskey production.
“Saddle up 🐎 It’s Derby Day at The Yard! We’re teaming up with Terry Bradshaw to pour his new Bradshaw Bourbon all day long 🥃,” stated the promotional announcement shared by Bradshaw on Instagram. This initiative promotes the bourbon and emphasizes the culinary aspect of The Yard, known for its grilled cheese and gastropub fare, creating a unique food-and-drink angle for the Derby festivities.
Terry Bradshaw, renowned for his successful NFL career, has successfully transitioned into various fields, including broadcasting and spirits. His bourbon brand, established to combine his passions for horses and whiskey, features a flagship product that is a small-batch Kentucky straight bourbon. This bourbon is characterized by notes of vanilla, toffee, and toasted oak, with a flavor profile that includes baking spice and coconut.
Earlier in 2026, Bradshaw expanded his bourbon lineup to include two new cask strength single barrel expressions produced at Green River Distilling Co., which is recognized as the tenth-oldest distillery in Kentucky. The new offerings include a six-year aged bourbon and a highly limited 12-year expression titled TB-12-Year, named in tribute to Bradshaw's jersey number during his time with the Pittsburgh Steelers. Fewer than 25 barrels of the TB-12-Year were produced, highlighting its exclusivity and premium nature.
The Kentucky Derby, often referred to as the "Run for the Roses," is a prestigious event that attracts a wide audience, making it an ideal platform for Bradshaw Bourbon to gain visibility. The event is known for its vibrant atmosphere and culinary delights, with Churchill Downs reporting that over 125,000 Mint Juleps are typically served during the Derby weekend, integrating Bradshaw's bourbon into the celebratory spirit of the occasion.
This year, the Kentucky Derby is set for a post time of 6:57 p.m. ET, with national coverage provided by NBC and Peacock. The partnership with The Yard positions Bradshaw Bourbon prominently in front of a large audience, creating opportunities for brand visibility among bourbon enthusiasts and casual drinkers alike. By aligning with a well-known gastropub, Bradshaw is leveraging his celebrity status and emphasizing the quality and craftsmanship of his bourbon.
As the event approaches, Bradshaw's collaboration with The Yard is expected to draw attention to his spirits brand, particularly among attendees who are already inclined to enjoy premium bourbon offerings. This strategy reflects a broader trend in the beverage industry, where partnerships with established food establishments can significantly bolster brand recognition and sales.
Bradshaw's foray into the spirits market has shown that he is committed to building a lasting brand rather than a fleeting promotional effort. The Derby weekend serves as a major milestone for Bradshaw Bourbon, reinforcing its position in the competitive bourbon market and providing a platform for future growth.
As the 152nd Kentucky Derby approaches, attention will turn to Churchill Downs, where Bradshaw Bourbon will be featured prominently. The event celebrates horse racing and the rich tradition of bourbon culture, making it an ideal setting for Bradshaw to showcase his brand. The collaboration with The Yard is expected to leave a lasting impression on both bourbon aficionados and casual fans of the Derby.
With the race set to be broadcast on NBC and Peacock, viewers can anticipate seeing Bradshaw Bourbon as part of the festivities, marking a new chapter for the brand as it continues to integrate itself into the fabric of Kentucky's storied bourbon heritage.