LAS VEGAS — Terry Bradshaw has four Super Bowl rings, a gold jacket, and a decades-long career in the broadcast booth. But this week in Las Vegas, the Steelers icon celebrated a victory that didn’t happen on a football field. Just days before Super Bowl LX, Bradshaw Bourbon secured “Best in Class” honors and a Double Gold medal at the prestigious Wine & Spirits Wholesalers of America (WSWA) Access LIVE 2026 competition.
For the 77-year-old Hall of Famer, this isn’t a vanity project. It’s the result of a deliberate career pivot that saw him walk away from his stage show to go all-in on the whiskey business.
More Than Just a Name on the Bottle
Celebrity spirits are a dime a dozen, but the WSWA judges don’t hand out Double Gold medals for star power. Blind tasting panels—comprised of the distributors who actually decide what makes it to liquor store shelves—ranked Bradshaw’s Kentucky Straight Bourbon as the top contender in a crowded field.
The numbers behind the bottle tell the story of Bradshaw’s obsession with detail. The bourbon sits at exactly 51.9% ABV (103.8 proof), a nod to his career passing completion rate. It’s a statistic he used to laugh about, but in the world of high-proof whiskey, it hits the sweet spot between drinkability and power.
“These new bourbons are about patience and pride,” Bradshaw said after unveiling new 6-year and 12-year expressions at the event. “You cannot rush great bourbon.”
The Taste of Victory
If you crack open a bottle, don’t expect the burn of a cheap tailgate shooter. The profile is surprisingly complex for a brand fronted by a man known for his rugged, down-home persona.
It opens with a heavy nose of vanilla, toffee, and toasted oak, quickly followed by sharper notes of tropical fruit and a faint whisper of smoke. On the palate, that 103.8 proof carries flavors of baking spices, coconut, and vanilla. It’s bold, but the spice keeps it smooth, finishing long with a woody sweetness that sticks around.
From the Stage to the Still
This award validates a major life change Bradshaw made over the last year. After ending his NFL 2025 season with FOX and wrapping up a five-year run of his live stage production, The Terry Bradshaw Show, he shifted gears. He didn’t retire to the golf course; he went to the distillery.
“I finished up after five years of touring, and this was my last year. And now I’ve got a bourbon company. I’ve got to spend a lot of time and a lot of travel with them. And I’ve got my horse business and a lot of work. That’s 12 months a year.” — Terry Bradshaw, appearing on the Spiegel & Holmes Show
The move shocked some fans who loved his singing and storytelling, but for Bradshaw, the grueling travel schedule of a stage performer didn’t align with his new passion. Building a spirits brand requires shaking hands, pouring drinks, and proving to skeptics that the juice is worth the squeeze.
Smoke & Sip: Vegas Super Bowl Week
Bradshaw kicked off the celebrations early. On Sunday, Feb. 1, he hosted a “Smoke & Sip” event at the Eight Lounge in Resorts World Las Vegas. The sold-out crowd didn’t just get a handshake; they got Bradshaw in his element.
He worked the room with the same energy he brings to the FOX pregame show, pairing his bourbon with cigars and sharing stories from the glory days of the 70s Steelers. It was the perfect merger of his past and present—football royalty holding court, but this time, the product in his hand was the main attraction.
What’s Next for the QB?
With the “Best in Class” hardware now in his trophy case, expect to see Bradshaw Bourbon expand its footprint aggressively in 2026. The introduction of the older 6-year and 12-year age statements signals that the brand is moving upmarket, targeting serious whiskey aficionados rather than just football fans looking for a souvenir.
Bradshaw proved critics wrong when they said he couldn’t play in the NFL. He proved them wrong when they said a “country boy” couldn’t handle TV. Now, he’s proving them wrong one pour at a time.
