Old Fitzgerald 7-Year is already making an impact in the United Kingdom.

Following its arrival in the market through leading specialty retailer Majestic Wine, the Bourbon quickly became the retailer’s top-selling Whiskey for the week and its third best-selling product overall, demonstrating the excitement surrounding one of Heaven Hill’s most anticipated Whiskey releases.

The launch represents an important milestone for Heaven Hill in the UK. Old Fitzgerald 7-Year joined Elijah Craig Small Batch at Majestic Wine, one of the country’s most respected specialty wine and spirits retailers. With 219 stores nationwide, Majestic is known for helping consumers discover new products through education, expert recommendations and in-store experiences.

Unlike traditional grocery retailers, Majestic attracts shoppers looking to learn more about the products they purchase, creating an ideal environment for introducing a heritage Bourbon brand with a strong story to tell.

To celebrate the launch, the UK team hosted a special event on May 28 at Vagabond Wines’ urban winery in London. The venue provided a unique backdrop for an evening that honored Old Fitzgerald’s history while introducing the brand to a new generation of consumers.

Guests experienced a curated cocktail menu inspired by the evolution of Old Fitzgerald through the years, along with food pairings, a silhouette artist and a special tasting of the Old Fitzgerald 19-Year Decanter Series. The event generated excitement among industry partners, Whiskey enthusiasts and influencers, helping amplify awareness of the brand throughout the UK market.

That excitement quickly spread beyond the event itself. Members of the British Bourbon Society, which includes more than 5,000 Bourbon enthusiasts, shared photos of their bottles online, while influencers documented their experiences and introduced the brand to new audiences across social media.

Part of the enthusiasm stems from the reputation Old Fitzgerald had already built among UK Bourbon fans. For years, consumers followed conversations about the brand through Bourbon influencers, YouTube channels and online Whiskey communities, despite having limited access to the product locally. With Old Fitzgerald 7-Year now available through Majestic Wine, many consumers are finally able to experience the brand firsthand.

For Jonathan Zammit-Tabona, Market Manager, the launch is a powerful example of what can happen when teams work together around a shared goal.

“The product is exceptional, but what stands out most is the team effort that made this possible,” said Zammit-Tabona. “From the early planning stages through execution, so many people across the business contributed to bringing this launch to life.”

The strong response to Old Fitzgerald 7-Year demonstrates the power of beloved brands, trusted partnerships and collaborative teams working together to create meaningful results. As momentum continues to build in the UK, the launch serves as another example of how Heaven Hill is growing its family-crafted portfolio around the world.