As an expert sommelier and brewer, I was thrilled to hear the news that Buffalo Trace would be making a change to their beloved Stagg Jr. bourbon. In 2021, they announced that Batch 18 would be the first batch to lose the “Jr.” from its name and simply be called “Stagg.” This decision marks a significant shift in the branding and labeling of this highly sought-after bourbon.
The name “Stagg Jr.” has become synonymous with quality and craftsmanship in the bourbon world. It pays homage to the legendary Colonel E.H. Taylor Jr., who played a vital role in the history of Buffalo Trace Distillery. The addition of “Jr.” to the Stagg name was a nod to Taylor's legacy and the rich heritage of the distillery. However, it seems that Buffalo Trace has decided that the Stagg name alone is strong enough to stand on its own.
The decision to drop the “Jr.” from Stagg's name is not just a simple rebranding. It represents a shift in how Buffalo Trace wants to position and market this particular bourbon. By removing the “Jr.,” they are emphasizing the strength and uniqueness of the Stagg brand itself. They are confident that Stagg has earned a reputation and following of its own, separate from its association with Colonel Taylor.
One of the notable changes that come with this rebranding is the release schedule. Stagg is typically released twice a year, in waves that can be spread out over a few months. However, with the change to simply “Stagg,” Buffalo Trace has also announced that the release date will correspond to a season rather than a specific month. This change adds an element of anticipation and mystery to the release, as fans will have to wait and watch for the announcement of when the next wave of Stagg will hit the shelves.
In my personal experience, I have seen the popularity of Stagg Jr. grow tremendously over the years. As a sommelier, I often have guests requesting this bourbon specifically, eager to experience its robust flavors and complexities. The decision to drop the “Jr.” from the name does not diminish the quality or uniqueness of the bourbon itself. If anything, it adds a certain level of prestige and exclusivity to the Stagg brand.
The decision to drop the “Jr.” from Stagg's name is a bold move by Buffalo Trace. It signifies their confidence in the Stagg brand and their desire to differentiate it from Colonel Taylor's legacy. As a sommelier and brewer, I am excited to see how this change will be received by bourbon enthusiasts and how it will shape the future of the Stagg line.