Black-owned Old Hillside Bourbon Company is set to release The Trifecta, a new whiskey blend honoring three trailblazing Black women in horse racing — Eliza Carpenter, Sylvia Bishop, and Cheryl White. Launching in March 2025 and coinciding with Women’s History Month, this commemorative release pays tribute to the athletes' groundbreaking contributions to the sport. Eliza Carpenter, who was born into slavery, became a successful horse owner and racer. Sylvia Bishop, on the other hand, was the first African American female thoroughbred horse trainer. Finally, Cheryl White made history as the first licensed Black female jockey in the US.
Old Hillside Bourbon Company's The Trifecta boasts a flavor profile with notes of caramel, vanilla, dark fruits, and spice to reflect the complexity and richness of the horse racers' legacies. Additionally, a portion of the proceeds from The Trifecta will support The Cheryl White Project and Sylvia Bishop Foundation.
Black Athlete-Honouring Whiskeys
Old Hillside Bourbon Company's The Trifecta Honours Horse Racers
Trend Themes
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Commemorative Spirit Releases — The growing interest in releasing specialized spirit blends to honor historical figures provides a unique avenue for brands to create culturally significant products.
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Black-owned Beverage Brands — Emerging black-owned brands in the alcoholic beverage industry highlight an increasing demand for diverse representation and narratives.
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Women-inspired Alcohol Products — Developing alcohol products that celebrate and empower women aligns with the broader movement of gender equality in various industries.
Industry Implications
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Alcohol and Spirits Industry — The integration of cultural storytelling in whiskey production offers opportunities for innovation in branding and marketing strategies.
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Cultural Heritage Commodities — This niche market of crafting products that honor heritage and history capitalizes on consumer desire for meaningful and story-rich purchases.
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Non-profit and Charitable Partnerships — Linking product sales to charitable initiatives creates a business model that supports social causes while fostering customer loyalty and engagement.