The News
Locke + Co. announced that its Big Blaze Bourbon received gold at the 2026 Ascot Awards and double gold at the 2026 Denver International Spirits Competition. The bourbon is aged for more than five years in new American oak barrels and finished with aspen discs from the East Troublesome Fire area. Ten percent of sales benefit Grand County firefighters. The product is available in Colorado and nationwide.
For this week’s trade brief I’m looking at a brand that has taken the “award‑and‑story” route to the shelf: Locke + Co.’s Big Blaze Bourbon, which just earned double gold in Denver and a single gold at Ascot. The press release frames it as a premium, socially‑conscious offering with a 10 % donation to Grand County firefighters and an availability claim of 48 states via online channels and select retail partners.
The first tension I see is between the brand’s national reach and the reality of craft distribution. Circana’s data shows that while premium spirits account for nearly half of U.S. spirits revenue, only a minority of craft distilleries actually distribute to more than ten states; most stay regional or lean on limited online sales. That backdrop suggests Locke + Co.’s 48‑state claim probably reflects distribution in key accounts and e‑commerce rather than a widespread shelf rollout—something operators often assume but that may not hold true.
The distillery’s proprietary aspen‑oak aging process adds depth to the story. By using charred aspen wood discs sourced from the East Troublesome Fire, the brand gives itself a flavor profile that can justify its $58.99 price point in a segment where premium bourbons typically range between $40 and $70. Without explicit cost data I can’t estimate margins, but the aging narrative may appeal to consumers willing to pay more for social responsibility.
The 10 % donation claim also has trade implications. In an industry where most brands donate between 1 % and 5 %, this commitment could affect the discounting available to distributors. Distributors will need to decide whether the premium positioning offsets the higher acquisition cost, while retailers might see value in a prominent display that attracts the “willing to pay more” demographic.
Operators should confirm how the 48‑state availability translates into actual in‑store presence. If distribution is largely online and limited to a few key accounts, the trade program may need a focused approach—perhaps limited case allocations with targeted marketing support instead of a broad rollout. For bars that thrive on unique, story‑rich spirits, Big Blaze could serve as a halo product to drive foot traffic and enhance the venue’s brand image.
The real test will be whether the brand’s national reach translates into tangible shelf presence beyond its online footprint.
Original Press Release
FOR IMMEDIATE RELEASE
Locke + Co.’s Big Blaze Bourbon Wins
Gold at 2026 Ascot Awards & Double Gold at the 2026 Denver International Spirits Competition
Ten percent of all sales from Big Blaze Bourbon benefits
Grand County firefighters and fire prevention efforts
Denver, Colo. (May 27, 2026) — The Denver distillery making whiskey from aspen trees burned in the historic East Troublesome Fire won big in their backyard at the 2026 Denver International Spirits Competition. The second release of Locke + Co.’s limited-edition Big Blaze Bourbon received unanimous double gold-level scores from a blind-judging panel of industry professionals at the prestigious competition. In addition, they took home Gold at the prestigious Ascot Awards. Ten percent of all Big Blaze Bourbon sales benefit the brave firefighters and first responders of Grand County, Colo., who risked their lives to contain the second-largest wildfire in Colorado history.
Aged for more than five years in new American oak barrels before being finished with aspen discs sourced directly from the affected wildfire area, the 95-proof Big Blaze Bourbon is now available throughout Colorado bars, restaurants and liquor stores, as well as online (add link) in 48 states across the nation.
The exclusive whiskey gives bourbon enthusiasts and novices alike the chance to experience a whiskey born from the ashes of the state’s second-largest wildfire, while supporting the firefighters who risked their lives to contain it. The East Troublesome Fire ignited on October 14, 2020, in the central Rocky Mountains of Grand County. Fueled by extreme winds, the blaze rapidly grew into a 10,000-acre inferno that spread to Grand Lake and Rocky Mountain National Park. By the time snow, rain, and firefighting efforts brought the fire under control later that month, it had destroyed more than 400 homes and scorched over 193,000 acres.
Big Blaze Bourbon is one of several limited-edition whiskey releases launched by Locke + Co. in recent years to support their local community. Every bottle of Locke + Co. Distillery’s whiskies is crafted with love and finished with hand-charred aspen wood to create A Taste Like None Other™.
HOW TO BUY: Big Blaze Bourbon is available now at select bars, restaurants, and liquor stores throughout Colorado. Visit the Locke + Co. store locator to find it.
Big Blaze Bourbon (95 proof | 47.5 ABV | $58.99 SRP)
10% from every bottle sold is being donated to Grand Fire Protection District No. 1
Aroma: Big Blaze Bourbon presents strong aromas of honey and vanilla, followed by delicate hints of dried berries, maple syrup and walnuts. Savor more nuanced notes of sweet, rich cherry toffee, warm toasted caramel, crème brûlée and the fresh brightness of ripe nectarine.
Taste: On the palate, Big Blaze Bourbon offers a slightly chocolatey richness, complemented by smooth maple undertones. A balanced spice follows, with the warmth of cinnamon, the lively bite of white pepper and a refreshing hint of orange peel to round out the experience.
Finish: Big Blaze Bourbon’s finish is long and satisfying, leaving lingering flavors of caramel and black pepper layered with notes of toffee, light brown sugar, and a final hint of cinnamon that remains long after the last sip.
Locke + Co. Distilling in Denver, Colorado, is a premium small-batch whiskey distiller that changes the understanding of what makes a “good whiskey.” Locke + Co. welcomes everyone and everyone is welcome, whether around a campfire or a fine dining table. Remarkably smooth and flavorful, Locke + Co.’s small-barrel, aspen-aged craft spirits create the warmth and personal connection that makes good times and great memories. Aged, bottled, and blended by sixth-generation Coloradans, Locke + Co. whiskey results from the secrets and traditions of moonshiners on a mission: to make a whiskey among the best in the West.
Sources consulted (web research):
- The Top Double Gold Winning Whiskeys From The Denver International Sp…
- Locke Co S Big Blaze Bourbon Wins Gold At 2026 Ascot Awards Double Go…
- Locke Cos Big Blaze Bourbon Wins Gold And Double Gold At Recent Spiri…
- Big Catch Bourbon Wins Gold
- Branch Barrels Coloradomade Bourbons Score Gold And Double Gold At De…
Source: BevNET