Stephen Curry once said, “Bourbon is a way to celebrate life.” While the 36-year-old has many other interests outside of basketball, he holds a special place in his heart for dark-hued and aged whiskey. This passion led him to expand his portfolio by launching his bourbon brand, ‘Gentleman’s Cut Bourbon,’ which he has owned for over a year. Setting off the bold initiative has started to pay off, as Curry’s brand is now getting enough recognition for a full-fledged partnership.

Earlier today, it was announced via a press release that Gentleman’s Cut Bourbon would be partnering up with Shaw-Ross International Importers. Since 1968, the brand has been one of America’s leading importers, with over 30 brands in its portfolio. This includes Molly’s Irish Cream, Blue Nun, Cardenal Mendoza, and Champagne Chteau de Bligny. With the deal, Curry would want to rely on Shaw-Ross for the nationwide distribution of his product.

“I’m thrilled to partner with Shaw-Ross to continue growing and expanding the reach of my Kentucky Straight Bourbon Whiskey in the United States” Curry stated. “Shaw-Ross will work closely with our team to further promote and market Gentleman’s Cut in key markets throughout the country.”

However, the whisky market is extremely competitive. Gentleman’s Cut Bourbon would compete for a huge share in the already saturated market. The whiskey sector in the US is currently dominated by Jim Beam, owned by Japan-based Suntory Beverage. With a market cap of over $10 billion, Suntory controls a large part of the whiskey business in the US. According to a report, Jim Beam’s share in the straight whiskey market in the US is around 20%. Other major players include Jack Daniels, Evan Williams and Maker’s Mark. The entry of Curry’s brand is expected to cut the already declining market shares of these brands and Gentleman’s Cut will have to deliver in quality.

To ensure this, ‘Gentleman’s Cut’ co-founder John Schwartz follows a specific pattern when brewing the bourbon. According to reports, it is carefully distilled in 500-gallon copper pot stills and aged in oak barrels for over five to seven years. The whiskey’s markup price starts at $79.99. While the brand prides itself on being artfully crafted, one year hasn’t given the brand enough time to expand nationwide. The partnership with Scott Jove and Shaw-Ross Importers provides the perfect opportunity for Curry to penetrate the $7.8 Billion industry and leave a memorable mark.

Regardless of the fame or credibility you might have in the industry, the alcohol market is too competitive. Even Michael Jordan has had to use different ways to market his Cincoro Tequila. If you happen to watch The Last Dance, you might’ve noticed a huge drink occupying the table beside MJ in one of the first episodes. It was Jordan being innovative to promote his brand. Stephen Curry has also not fallen behind and has used his own methods to market the bourbon.

Did Stephen Curry use a prestigious golf trophy as a glass for his bourbon?

While Stephen Curry dominates on the basketball court, his golf skills are no joke. This has allowed him to participate in several celebrity events like the Ellie Mae Classic Tournament and the American Century Championship. In July 2023, the NBA star made a jaw-dropping 18-foot putt to win the American Century Championship and take home the prestigious glass trophy. However, giving its shape, Curry found a dual purpose for the Winner’s Cup.

Taking to his official Instagram account, the four-time NBA champion revealed the trophy lying beside him, along with a bottle of ‘Gentleman’s Cut Bourbon.’ Followers and fans who switched to the next story soon saw the player consuming the bourbon in the Winner’s Cup!

The absurdity of the moment provided the perfect pitch for marketing the drink. After all, who wouldn’t want to enjoy the beverage of champions? For the sake of NBA fans, however, let’s hope that Curry does not find a way to place the drink into his next Larry O’Brien trophy.

Before you go, remember to check out this crossover between BG12 and Georgia Bulldogs star Silas Demary Jr.