Penelope Bourbon Announces Expansion

by Daniel Galyean

Booming Bourbon Whiskey Brand Opens Blending and Bottling Facility, Expands Private Select Line, and Introduces Toasted Series

Award-winning bourbon whiskey brand Penelope Bourbon (Penelope) announced today the expansion of its Private Select line, in conjunction with the opening of its first blending and bottling facility (located in Roselle, New Jersey) and introduction of its Toasted Series. With this move, Penelope becomes the first strictly bourbon whiskey-focused brand to establish a blending and bottling facility in the Garden State, as it looks to increase output of its Private Select line by 500% in 2021.

“Since the release of our first Private Select run in 2020, we have experienced a tremendous influx of interest from retailers, distributors, bourbon groups, influencers, and many others looking to partner on Private Select,” said Michael Paladini, Penelope Bourbon founder. “The opening of our new facility will bring our production in-house for our Private Select line, making blending and bottling more efficient so we can continue to meet the growing demand of our customers and partners this year,and beyond.”

To expand upon its custom Private Select offering, Penelope is introducing a new Toasted Series later this spring. The series will explore new and unique flavors of Penelope’s signature Four Grain mash bill.  After full maturation, Penelope Bourbon Barrel Strength will be finished in new American oak barrels – each barrel boasting its own specific char and toast.

2020 was a successful year for Penelope, as it saw sales soar past the seven figure mark. The bootstrapped brand increased its distribution to include 16 states across the U.S., and scaled growth through strategic digital marketing efforts including virtual tastings, podcasts, and the introduction of an interactive online catalog. Penelope capped off 2020 by onboarding three new e-commerce partners and accumulating ten prestigious industry accolades.

While Penelope’s New Jersey facility will focus on blending and bottling its Private Select and Toasted Series line, Penelope’s core bourbons, including  Penelope Bourbon, Penelope Bourbon Barrel Strength, and Limited-Release line (e.g. Penelope Bourbon Rosé Cask Finish) will continue to be blended and bottled at Castle & Key’s world-famous distillery in Frankfort, Kentucky.

For more information about Penelope, please visit

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