Having a solid whiskey (and whisky) collection is not all that uncommon. Ditto for having 20 or 30 bourbons in a personal bar. True collectors may in fact have dozens or even hundreds of bottles that they own at any given time. Some collectors love the whiskeys and other liquors that have been branded by celebrities. Brad Paisley is a global country music superstar, and now his name is tied to a limited edition of bourbon.

It is too soon to know if any whiskey investors will jump on board, but will collectors want to buy Brad Paisley’s American Highway Bourbon limited edition release?

Brad Paisley isn’t just another celebrity when it comes to brands. He has sold over 11 million albums, won three Grammy Awards, and 14 Academy of Country Music Awards. The list of accolades could fill a paragraph and will also include bourbon production in the near future.

The American Highway Bourbon “rolling rickhouse” is a 53-foot semi trailer that traveled 7,314 miles with Paisley’s touring band across 25 states coast to coast during his 2019 tour. If country music is as American as apple pie then the brands slogan “born in Kentucky, aged across America” is something right out of a Ken Burnes Documentary. Collectors can own a bottle of this inaugural batch.

“Bourbon is like songwriting, it’s a blend of things coming together to make something incredible,” said Paisley. “These are really special barrels that saw more of the United States than most people I know.” – Brad Paisley

Here’s what is available to whiskey collectors. There is a limited production of 30,000 bottles of the initial release produced. Each bottle is also 96 proof. The reason to ask if this will attract collectors (and even perhaps investors) is that the retail price of $99.99 puts it up in the higher echelon of bourbon, whiskey and even whisky. The bourbon is available in in these (abbreviated) states only: AL, CA, CO, DC, DE, FL, GA, IL, IN, KY, MD, MI, MS, NC, NV, NY, OH, TN, TX, WI and WV or online.

Here’s how the production process is described:

“The fluctuating climate experienced by the barrels on the journey created an environment for the oak to impart the characteristics of America’s native spirit. This batch was then blended with three-year, 13-year and 15-year-old Kentucky Bourbons to create the final product. The next batch, to be released in 2022, was aged on the Rolling Rickhouse during Paisley’s 2021 tour.”

The collaboration had its team of experts including VP of new product development Dan Callaway. He described the experience as, “It was a super collaboration that resulted in a traveled Bourbon in an exemplary expression.” Callaway went on to say that, “you don’t get to see many celebrities that have such a technical palate.”

Collectors Dashboard evaluates high-end collectibles as an alternative asset class. This means collectibles are attracting the same capital that could have been invested into stocks or bonds. Whether this ends up being the scenario for a $100 bottle of celebrity-backed bourbon remains to be seen. Still, more bourbons are becoming investable.

These barrels were driven across America and all that sloshing around probably helped to further extract flavors from the wood. Now all that remains is the need and desire to go try a sip or two. We also wondered if the famous quarterback and celebrity Peyton Manning had a hand in all this, but he also has his own and bourbon which will be for another story.