Traveller Whiskey, a much-anticipated collaboration between Buffalo Trace Distillery and the acclaimed musician Chris Stapleton, hit the shelves in January 2024 and is slated to be a continuous offering. This whiskey is the brainchild of Master Distiller Harlen Wheatley of Buffalo Trace and the Grammy-winning artist Chris Stapleton, a partnership Wheatley describes as a true artistic endeavor. “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 underscores the dedication behind crafting a unique whiskey experience.
Traveller Whiskey falls into the blended whiskey category. Legally, according to the definition provided by the TTB, blended whiskey is “Whisky produced by blending not less than 20% on a proof gallon basis (excluding alcohol derived from added harmless coloring, flavoring or blending materials) straight whisky or a blend of straight whiskies and, separately or in combination, whisky of any type or neutral spirits.” However, Sazerac, the parent company, clarifies that the current Traveller Whiskey blend contains absolutely no grain neutral spirits. While the exact Sazerac-owned distilleries contributing to this blend remain undisclosed, Sazerac assures consumers it’s a distinct combination of hand-selected whiskeys from their diverse portfolio. Notably, this marks Buffalo Trace’s first foray into celebrity collaborations, with both Wheatley and Stapleton prominently labeled as “Co-Founders,” emphasizing their joint vision. Traveller Whiskey is designed for broad distribution, ensuring accessibility for a wide range of whiskey enthusiasts.
Nose: Subtlety and Sweet Hints
The initial nosing experience of Traveller Whiskey is gentle and understated. Delicate fruity notes emerge, reminiscent of crisp green apples or sweet grapes, accompanied by a subtle sweetness that doesn’t overpower. No single aroma dominates; instead, the overall impression is somewhat novel, not strictly conforming to bourbon, rye, or even lighter whiskey profiles. Its lightness is its defining characteristic on the nose – inoffensive and pleasant, yet lacking a strong, memorable aromatic signature. It’s an inviting but not particularly complex introduction.
Palate: Creamy Smoothness and Dessert-Like Flavors
The palate is where Traveller Whiskey truly comes to life, largely due to its remarkably smooth and almost creamy texture. This luxurious mouthfeel is a definite highlight, likely to appeal to many drinkers. Flavors of light oak and sweet maple sugar candy mingle with a touch of sweet corn, creating a dessert-inspired flavor profile. Hints of caramel and buttercream further enhance this sweet synergy. For those with a sweet preference, Traveller Whiskey will be enjoyable, though the sweetness level might approach the upper limit for some palates. It’s a whiskey that leans into sweetness but maintains a smooth, approachable character.
Finish: Gentle Spice and Savory Undertones
A subtle spice element finally appears in the finish, adding a layer of complexity. The initial candied fruit sweetness transitions relatively quickly to a more savory leather note, creating an interesting shift. The finish is moderately short, gently fading and leaving a mild spice lingering. Similar to the initial nose, the finish is uncomplicated and brief, making it an easy-drinking whiskey from start to finish.
Uniqueness: Beyond the Surface of a Celebrity Whiskey
Traveller Whiskey might initially appear straightforward, but it possesses several unique attributes. It’s Buffalo Trace’s first celebrity collaboration, a blended whiskey in a market saturated with bourbons, and it proudly declares Wheatley and Stapleton as Co-Founders right on the label.
The flavor profile itself is distinct, leaning toward sweetness, which may be its most defining, and potentially polarizing, characteristic. However, this profile is strategically crafted to resonate with a broad spectrum of casual whiskey drinkers. Its mildness makes it highly sippable, and the creamy texture allows it to hold up well with ice or in cocktails, increasing its versatility. While it may not be engineered to captivate die-hard whiskey connoisseurs, its uniqueness lies in its deliberate mass appeal and blended nature.
The ambiguity surrounding the blend composition might raise eyebrows among whiskey aficionados. In an era of transparent sourcing, the lack of detailed blend information is notable. Historically, “blended whiskey” carried a stigma of lower quality, a perception that brands are now actively working to overcome. While Sazerac confirms Traveller Whiskey is derived from multiple Sazerac distilleries and contains zero grain neutral spirits, the specific components remain a mystery. This raises questions: Could it have been classified as a “whiskey” or “blend of straight whiskeys” instead? Or does the “blended whiskey” designation offer flexibility for future blend adjustments?
The “Co-Founder” title for Wheatley and Stapleton is also an intriguing aspect. Wheatley’s reputation is firmly established through Buffalo Trace’s prestigious lineup. Stapleton’s involvement, however, adds another layer. His past relationship with alcohol, publicly discussed in media outlets, including his acknowledgment of managing excessive drinking, creates an interesting narrative. In a recent interview, Stapleton clarified his approach, emphasizing moderation rather than complete abstinence, humorously noting his home bourbon collection. Sazerac states that both Stapleton and Wheatley are “co-founders” due to their significant roles in all facets of the brand, from initial concept to whiskey selection and label design.
Value: A Smart Price Point in a Crowded Market
The bourbon and American whiskey market segment in the $60-$90 price range is quite crowded. While many offer reasonable value, the sheer volume of options can be overwhelming. Conversely, the sub-$50 category has seen less innovation and fewer new, widely available releases. While excellent whiskeys exist in this range, such as Buffalo Trace Bourbon, Wild Turkey 101, Knob Creek, and Four Roses Small Batch, new entrants, particularly from major Kentucky distilleries, are less frequent.
Traveller Whiskey’s $40 price point is strategic and appealing in this context. Tying in a celebrity like Chris Stapleton further amplifies its market appeal, potentially attracting a new audience to whiskey. Celebrity whiskeys often face skepticism, with questions about authenticity versus marketing ploys. Brands like Brother’s Bond, Heaven’s Door, and American Highway Reserve seem driven by genuine passion for whiskey, while others feel less so. Sazerac emphasizes Stapleton’s deep involvement with Traveller Whiskey, and market reception will ultimately reveal the extent of his influence.
As a blended whiskey, direct comparisons are challenging, but Five Trail Whiskey from Coors and Suntory World Whiskey AO are somewhat comparable blended options at higher price points. Traveller Whiskey holds a value advantage, but its true competition lies within the broader “$40 whiskey” category, despite being a blended whiskey. Fortunately, it avoids the pitfalls of subpar blended whiskeys of the past, offering redeeming qualities that should resonate with a large consumer base. However, for enthusiasts seeking complexity, established staples in this price range often deliver more depth, sometimes at even lower prices.
Overall: A Traveller for the Mainstream
Traveller Whiskey, the first celebrity-endorsed whiskey from Buffalo Trace, presents a distinctive flavor profile designed for broad appeal. It may leave seasoned whiskey drinkers curious about the blend’s specifics, but its mass-market focus is evident.
Traveller Whiskey is a sweet and simple, yet enjoyable, whiskey. Its creamy texture and versatility are significant strengths, making it accessible to a wide audience. Traditionalists might focus more on the celebrity association than its blended classification, but the blended aspect is indeed a key point of discussion for those delving deeper. If celebrity involvement stems from genuine passion, as seems to be the case here, it’s ultimately market acceptance that will dictate success. However, transparency about the blend’s composition remains a relevant point for discerning consumers.
Coming from Sazerac and Buffalo Trace lends instant credibility to Traveller Whiskey, along with robust distribution and marketing support. It’s clearly aimed at a wide audience, and its approachable drinkability, a testament to Wheatley’s expertise, suggests it will be well-received.
However, it’s not a particularly complex whiskey, and details about its blend, including the use of Buffalo Trace distillate, are scarce. This lack of information will likely prompt questions from dedicated whiskey enthusiasts. Traveller Whiskey likely isn’t targeted at the hardcore bourbon aficionado, but it should satisfy casual drinkers seeking something new and accessible in the lower price range. Those prioritizing complexity and familiarity can readily find excellent alternatives like Buffalo Trace Bourbon, Wild Turkey 101, or Four Roses Small Batch within the same price bracket. For those open to exploring a new, slightly different flavor profile, Traveller Whiskey warrants a try to experience its unique character firsthand.
