Traveller Whiskey, a recent addition to the whiskey scene released in January 2024, has piqued the interest of both casual drinkers and seasoned enthusiasts. The collaboration between Buffalo Trace Distillery’s Master Distiller Harlen Wheatley and Grammy-winning artist Chris Stapleton is a key element of its story. Wheatley perfectly captures the spirit of this partnership: “When making art – and we really do think that both Chris’ music and the whiskey we make at Buffalo Trace is art – you experiment, test, adjust, and don’t give up until you’ve got it right. That’s why we experimented with more than 50 blends before agreeing that Blend No. 40 would be it for Traveller.” This meticulous approach highlights the dedication to crafting a truly unique spirit.
Traveller Whiskey is categorized as a blended whiskey. According to legal definitions, blended whiskey consists of no less than 20% straight whiskey (or a blend of straight whiskeys) combined with other types of whiskey or neutral spirits. While the precise distilleries contributing to this blend remain undisclosed, Sazerac has confirmed that the current blend is crafted without any grain neutral spirits. This detail sets it apart from many blended whiskeys. Notably, it’s Buffalo Trace’s first celebrity collaboration, with Wheatley and Stapleton both credited as “Co-Founders” on the label. The whiskey is widely distributed, making it accessible to a broad audience.
Alt text: Bottle of Traveller Whiskey, a collaboration between Buffalo Trace and Chris Stapleton, showcasing the label details.
A Sensory Exploration: Nose, Palate, and Finish
Let’s delve into the tasting experience offered by Traveller Whiskey:
Nose
The initial aroma is delicate, presenting fruity warmth reminiscent of green apple or grape, complemented by subtle sweetness. No single scent dominates; instead, the overall composition feels somewhat distinct, diverging from typical bourbon, rye, or even light whiskey characteristics. Its lightness makes it approachable, yet it lacks a strong presence that would make it particularly memorable.
Palate
The palate introduces more character, largely due to its smooth, almost creamy texture, which is likely to be a popular feature. Flavors of light oak, maple sugar candy, a hint of sweet corn, along with touches of caramel and buttercream, create a dessert-like harmony. The sweetness level is prominent, which may appeal to those with a sweet tooth, but could be overwhelming for others.
Alt text: Pouring Traveller Whiskey into a glass, highlighting its light amber color and smooth texture.
Finish
A touch of spice finally emerges on the finish, with the initial candied fruit sweetness transitioning into a savory leather note. The finish is relatively brief, leaving behind a mild spice. Similar to the start, the ending is straightforward and short-lived.
What Makes Traveller Whiskey Unique?
Traveller Whiskey stands out for several reasons, extending beyond its flavor profile:
A Unique Collaboration
Traveller Whiskey is not just another celebrity-endorsed spirit. It’s the first celebrity collaboration whiskey associated with Buffalo Trace, highlighting the significance of the partnership between Harlen Wheatley and Chris Stapleton.
An Unfamiliar Flavor Profile
The flavor profile is arguably sweet, which may appeal to mainstream whiskey drinkers. Its mildness makes it easy to sip, and its creamy texture allows it to be enjoyed neat or in a cocktail.
The Mystery of the Blend
Unlike many whiskeys on the market, the exact composition of the blend remains a mystery. While Sazerac confirms that it contains no grain neutral spirits, the specific whiskeys used and their proportions are not disclosed. This raises questions about the classification as a “blended whiskey” and whether the blend could evolve in the future.
Alt text: Chris Stapleton and Harlen Wheatley, the co-founders of Traveller Whiskey, standing side-by-side.
The Role of the Co-Founders
The label identifies Wheatley and Stapleton as Co-Founders, highlighting their involvement in the brand’s creation. Wheatley’s expertise as a Master Distiller at Buffalo Trace is well-established, while Stapleton’s role extends beyond a simple endorsement. According to Sazerac, both were heavily involved in every aspect of the brand, from concept to whiskey selection and label development.
Value Proposition in a Crowded Market
With bourbon and American whiskey releases saturating the $60-$90 price range, Traveller Whiskey carves a niche in the sub-$50 category. This price point, coupled with the celebrity collaboration, aims to attract a new audience to whiskey. While traditionalists may be skeptical of celebrity whiskeys, Stapleton’s involvement and Sazerac’s backing lend credibility to the brand.
Compared to other blended whiskeys like Five Trail Whiskey and Suntory World Whiskey AO, Traveller Whiskey offers a competitive price point. Although marketed simply as “whiskey,” it holds its own against other offerings in that category, delivering a unique and approachable flavor profile.
Overall Impression: A Sweet and Simple Sip
Traveller Whiskey offers a unique flavor profile that will appeal to a broad audience, but it may leave more discerning consumers wanting more information about the blend’s composition.
It’s a sweet, simple sip with a creamy mouthfeel and versatility, making it a good choice for casual drinkers. However, the blended whiskey aspect and the lack of transparency about the blend may be a point of contention for some. Ultimately, the market will determine the success of this celebrity-themed whiskey.
Traveller Whiskey benefits from its association with Sazerac Company and Buffalo Trace, which provides immediate credibility and widespread distribution. While it may not be intended for hardcore bourbon enthusiasts, it’s likely to satisfy consumers seeking something different at an accessible price point. Those who prefer more complex and familiar flavors may opt for established options like Buffalo Trace Bourbon, Wild Turkey 101, or Four Roses Small Batch. Ultimately, the best way to determine if Traveller Whiskey is for you is to try it for yourself.
