Oscar Mayer Unveils First Bacon Innovation in Five Years with New Maple Bourbon Bacon
In partnership with Evan Williams, Maple Bourbon Bacon delivers what fans are craving: a sweet, smoky and savory twist on a breakfast classic
Today, Oscar Mayer, the brand known for uniting millions around a love of meat, announces its first bacon innovation in five years. Introducing Oscar Mayer Maple Bourbon Bacon—cured with Evan Williams Bourbon, the new offering features thick-cut, expertly trimmed bacon, finished with Oscar Mayer’s signature 12-hour slow smoke and subtle notes of vanilla and caramel from the barrel-aged Kentucky bourbon. Bringing together two iconic brands that are known for high-quality craft and flavor, the innovation delivers a sweet, smoky maple-kissed savory bite with a smooth bourbon-inspired finish.
Rolling out to grocery store shelves nationwide, Oscar Mayer’s Maple Bourbon Bacon delivers on fan demand for new, flavorful ways to enjoy bacon. As recipes featuring maple and bourbon have surged in popularity — earning millions of Pinterest saves in the past year alone1 — Maple Bourbon Bacon provides a trend-driven flavor people are craving — perfect for topping sandwiches, complementing breakfast dishes or even garnishing your favorite cocktail.
“While we have been crafting delicious bacon for 90 years, Maple Bourbon Bacon is an exciting new chapter for our bacon portfolio and shows consumers that we are thinking about bacon differently,” said Anna James, Brand Manager for Oscar Mayer. “With the bacon category growing and accounting for one-third of our business, we are leaning into bold, trend-driven flavors our fans want, bringing new energy to a beloved breakfast classic.”
Oscar Mayer Maple Bourbon Bacon kicks off a new bacon innovation flywheel for the brand, as it seeks to roll out a new variety each year through limited-edition launches and potential permanent portfolio additions. Leveraging emerging trends and fan feedback, the annual ambition will create a consistent pipeline of new flavors, forging new opportunities and occasions to enjoy bacon.
“Some flavor pairings just make sense, and Bourbon and bacon is one of them,” said Max Stefka, AVP Global Whiskeys at Evan Williams. “Partnering with Oscar Mayer on Maple Bourbon Bacon brings together two iconic flavors in a bold and unexpected way, delivering a sweet-and-smoky twist that celebrates the craftsmanship behind our Bourbon.”
The flavor-filled fun doesn’t stop there. Continuing its legacy of delightfully delicious meats, Oscar Mayer is launching two additional mouthwatering twists to its fan-favorite portfolio. Just in time for summer grilling season, the brand debuts two new hot dogs on grocery store shelves this spring: Beef and Pork Franks — balancing bold beef flavor with juicy pork — and Cheesy Smokehouse Stuffed Hot Dogs, a smoky take on Oscar Mayer’s beloved cheese stuffed dog.
To learn more about Maple Bourbon Bacon and Oscar Mayer’s other upcoming innovations, visit oscarmayer.com and follow @OscarMayer on Instagram and TikTok.
1Pinterest internal data, US, boards with bacon pins saved, Jan 2025 – Dec 2025 vs. Jan 2024 – Dec 2024
