Relaunch of James E. Pepper 1776 Whiskey

The traditional American brand repositions itself on the German market with its relaunch

The owner-managed distribution company for spirits, Sierra Madre GmbH (www.sierra-madre.de ) in Hagen, Germany, announced in its latest press release that the newly launched products of the American whiskey brand 1776 are now available in specialist shops.

Old traditions

With the relaunch, the traditional brand remains true to the production methods that James E. Pepper, grandson of the founder Elijah Pepper, wrote in 1887. Although the design of the bottles has changed, the full-bodied taste of the whiskeys remains guaranteed. The reconstruction and reopening of the old distillery in Lexington, Kentucky, is also part of the relaunch.

Straight Whiskeys

Image: Sierra-Madre GmbH

The relaunch consists of the following three expressions:

1776 Straight Bourbon Whiskey

Alcohol: 46% abv (92 proof), non chill-filtered

The percentage of rye in the mash is at least 38%.


1776 Straight Rye Whiskey

Alcohol: 46% abv (92 proof), non chill-filtered

The percentage of rye in the mash is at least 90%.


1776 Straight Rye Whiskey

Alcohol: 57.3% abv, barrel proof (114.6 proof), non chill-filtered

The percentage of rye in the mash is at least 90%.

Over 50 years of standstill

Originally, the Pepper family built and operated two main distilleries: first the site where the Woodford Reserve Distillery is now located, and later the James E. Pepper Distillery in Lexington. In the late 1950s, the bourbon industry experienced hard times, and both the brand and distillery in Lexington were abandoned for over half a century. After fifty years of neglect, the James E. Pepper Distillery, in a terrible state of disrepair, was completely rebuilt and restored within a construction period of several years, so that the distillation of whiskey could begin again in December 2017.

About James E. Pepper

Founded at the beginning of the American Revolution in 1780, James E. Pepper is one of the oldest and most legendary whiskey brands in both Kentucky and American history. Starting with Elijah Pepper (distiller 1780-1838) and his son Oscar (distiller 1838-1867), Oscar's son Colonel James E. Pepper (distiller 1867-1906) was the third generation of this company. This extravagant Bourbon enthusiast took the family brand to its highest peak. He was instrumental in making the "Old-Fashioned" cocktail famous, calling his whiskey "Old 1776", and proudly announced that he would continue to use his grandfather's original Revolutionary-era recipes. This great story begins in 1776, the year America declared its independence from England. Today, 1776 belongs to the Georgetown Trading Co., whose family tradition in whiskey trading also dates back to the time of the American Revolution.