Traveller Whiskey – The perfect pour from the perfect pair Subheading
Like a country song come to life, Chris Stapleton – the man whose voice could smooth-talk a cactus into blooming – has joined forces with Buffalo Trace’s maestro, Harlen Wheatley, to birth a whiskey that’s music to your taste buds. Meet Traveller Whiskey.
The whiskey delivers a sophisticated performance of vanilla, aged fruit, and buttery shortbread notes, backed by supporting flavours of oak, sweet maple, and leather. For Stapleton, this partnership was inevitable – Buffalo Trace’s bottles have been silent partners in every recording session and backstage moment of his career.
What sets Traveller apart is its accessibility. This isn’t a whiskey that demands a refined palate or years of tasting experience. Instead, it offers an approachable profile that works neat or in cocktails, specifically crafted to welcome newcomers while satisfying seasoned enthusiasts.
The result is more than just another celebrity spirits venture – it’s a genuine collaboration between two masters of their craft, each bringing decades of expertise to create something that honours both the heritage of Kentucky bourbon and the spirit of American music.
Who is Traveller Whiskey for?
Traveller is for those who don’t quite know where they’re going, but who just know they’ve got to go. They want a truly great whiskey that they can share with their friends, wherever their travels take them.
Can you tell us about the inspiration behind Traveller Whiskey?
Traveller was created with the belief that whiskey should be for everyone – whether you’ve been enjoying all the variety in the category for years or just discovering it. Whiskey can bring people together, be it at a local dive bar, a tasting event or at home and with Traveller, we hope to give everyone access to that experience.
What does the name “Traveller” signify for the brand?
Traveller Whiskey is named after Stapleton’s 2015 breakout album, Traveller. This whiskey represents the collaboration of art and skill, an exploration of the similarities between producing the perfect song and crafting the perfect whiskey. These two roads have many intersections, but the end result is the creation of something people can enjoy.
What was the biggest challenge in creating Traveller? 
Countless hours of testing, tasting and dedication to craftsmanship were spent to select the perfect blend for Traveller. Picking one was probably the hardest part. What ultimately made No. 40 the one, was that it stands up on its own as a smooth and sippable whiskey or great in a cocktail.
How does the brand stay innovative while honouring traditional whiskey-making techniques?
Honouring tradition and embracing change is at the heart of everything Buffalo Trace Distillery stands for. We like to talk about whiskey-making as both an art and a science – you really do need both to age and distil outstanding products. Chemistry is what allows us to control variables such as alcohol levels, flavour compounds and aging conditions. However, it is the artistic license within the craft that allows us to play with these variables that deliver one-of-a-kind products evoking emotion and personalised experiences. For Traveller, countless hours were spent testing and tasting to create the best whiskey possible.
Buffalo Trace Distillery has never done a celebrity launch before. Why now?
The fit is just too perfect – Chris is authentic, thoughtful and humble – a great culture fit with Sazerac. Chris’s deep involvement from the beginning of the process makes this collaboration one of a kind. This is truly a great whiskey, and Chris Stapleton’s existing relationship with Buffalo Trace Distillery made this a natural fit from the start. Chris’s involvement will help get the word out right away to as many consumers as possible.
Where do you see Traveller Whiskey in the next five to ten years?
Our objective is for Traveller to continue to be a favourite for consumers, thanks to its easy drinking profile that is hard not to love.