The News
Old Fitzgerald, a storied bourbon brand, will auction three rare bottles from its Archival Collection, including a 1934 bottling of an 18-year-old bourbon. The collection, curated by Max Shapira, traces the brand’s evolution from pre-Prohibition times to its modern revival under Heaven Hill. The auction runs June 11-26, 2026, through Sotheby’s Whisky & Whiskey sale.
In the spirits trade, the timing and provenance of a single auction can set the agenda for niche markets. From June 11‑26, 2026, Sotheby’s will offer three Old Fitzgerald bottles that carry more than just age on their labels.
The collection—hand‑packed by Heaven Hill’s executive chairman Max Shapira—includes:
- 1934 Old Fitzgerald 18‑Year‑Old – distilled in 1917 by A. P. Stitzel, the precursor to Stitzel‑Weller, and bottled in 1934 at 100 proof. One of the last pre‑Prohibition releases from that lineage.
- 1965 Very Xtra Old Fitzgerald – distilled in 1955 for “Colorado Electric Co.” and presented in a red box with tasting glasses; a Van Winkle‑era style bottle.
- 2015 John E. Fitzgerald Very Special Reserve – limited to just 3,000 bottles worldwide, made from Stitzel‑Weller stock acquired by Heaven Hill in 1999 and aged two decades before being transferred to inert tanks.
All proceeds support the Bernheim Forest & Arboretum in Kentucky, a 16,000‑acre preserve that welcomes about 150,000 visitors each year.
Why this matters for trade
- Scarcity fuels value – with only a handful of 1934 bottles and 3 000 units of the 2015 reserve, the auction is positioned as a micro‑distillery event within Heaven Hill’s inventory of over 2 million barrels. Distributors can use this rarity to justify premium placement in boutique lines or curated gift baskets.
- Heritage enhances brand equity – the pre‑Prohibition lineage signals authenticity and depth, helping marketing teams craft narratives that differentiate these bottles from contemporary releases.
- Charitable alignment builds loyalty – tying a high‑end product to a well‑known conservation effort can resonate with consumers who value social responsibility. Bar managers may highlight the “collector’s charity” angle during tasting events, creating an experience that extends beyond the bottle itself.
Operational considerations
The 2015 reserve arrives in a custom wood box with a keyhole design—an aesthetic cue that can influence display choices in retail and on‑premise settings. Because the auction is conducted online, distributors should monitor secondary markets for potential resales; historically, pre‑Prohibition bottles have seen significant appreciation.
Seasonal window
The mid‑June schedule coincides with the start of summer tasting events across many regions. Bars that book a slot to feature these bottles can align their programming with a historical narrative—“From 1917 to 2026”—and potentially attract guests interested in both heritage and philanthropy.
Bottom line: The Old Fitzgerald auction presents a clear opportunity for distributors and on‑premise operators to leverage provenance, scarcity, and charitable storytelling within a seasonal context that can elevate both brand equity and customer engagement.
Original Press Release
Fans and collectors will have a rare opportunity to bid on three extraordinary Bourbons at Sotheby’s Whisky & Whiskey auction, running from June 11 to 26.
BARDSTOWN, Ky. (May 12, 2026) – Old Fitzgerald, one of America’s most storied Bourbon brands, will offer an unprecedented glimpse into its rich past and a chance to acquire it at auction. The Old Fitzgerald Archival Collection from Max Shapira, curated from the personal archives of Heaven Hill’s Executive Chairman, is a trio of bottles that represent many decades of Bourbon craftsmanship, tracing Old Fitzgerald’s evolution from its pre-Prohibition roots to its modern revival under Heaven Hill’s stewardship.
Each bottle in the collection serves as a time capsule of its era, showcasing the artistry, resilience and refinement that has defined Old Fitzgerald for generations. Collectively, they capture the enduring legacy of a brand that has shaped the American whiskey landscape for more than 150 years.
The collection will be auctioned by Sotheby’s during its online Whisky & Whiskey sale, open for bidding from June 11-26, 2026.
The Old Fitzgerald Archival Collection includes:
1934 Old Fitzgerald 18-Year-Old Bottled-in-Bond Kentucky Straight Bourbon Whiskey: Distilled and barreled in 1917, bottled in 1934. A 100-proof pre-Prohibition Bourbon, distilled by A. PH. Stitzel, later to become part of the legendary Stitzel-Weller Distillery. Distilled in a year when many distilleries were shutting down and shifting production to assist with wartime efforts, this whiskey was likely among the last to have been produced before Prohibition. Aged through some of the nation’s most defining historical moments and bottled just after Prohibition’s repeal, this pint embodies the rebirth of America’s Bourbon tradition—an impossibly rare artifact preserved from an era long past. (1 pint)
1965 Very Xtra Old Fitzgerald 10-Year-Old Bottled-in-Bond Kentucky Straight Bourbon Whiskey: Distilled and barreled in 1955, bottled in 1965. Bottled expressly for “Colorado Electric Co.” and presented in a striking red box set with two tasting glasses, this expression captures the zenith of the Van Winkle era at Stitzel-Weller. With its wheated mash bill, Bottled-in-Bond marker and decade-long maturation, it epitomizes Julian “Pappy” Van Winkle’s vision for Bourbon perfection. (4/5 quart)
2015 John E. Fitzgerald Very Special Reserve 20-Year-Old Kentucky Straight Bourbon Whiskey: Distilled and barreled in 1992, bottled in 2015 and the final link between the brand’s Stitzel-Weller legacy and Heaven Hill’s modern stewardship. When Heaven Hill acquired the Old Fitzgerald brand with its purchase of the Bernheim Distillery, it also purchased 12 barrels of Stitzel-Weller Bourbon. After two decades, the Bourbon from those barrels was moved temporarily to inert tanks to halt its maturation. Bottled at 90 proof to reveal the depth, grace, and complexity of a Bourbon matured to its absolute peak. This is one of just 3,000 bottles made and sold, housed in a hand-crafted wood box, cut with a keyhole to pay homage to Old Fitzgerald’s origins and namesake, treasury agent John E. Fitzgerald. (375ml)
“Each of these bottles is a snapshot of Old Fitzgerald through the ages,” said Shapira. “They tell the story of a brand that has survived and thrived through every chapter of American whiskey history, of which Heaven Hill is a proud part. I’m honored to now share them in a way that will support a meaningful charitable cause.”
Proceeds from the auction will benefit Bernheim Forest and Arboretum. Founded by Bourbon maker Isaac Wolfe Bernheim in 1929, Bernheim is a 16,000-acre protected forest, located just 30 minutes south of Louisville. With a mission of connecting people with nature, Bernheim offers educational programs, 40 miles of hiking trails, renowned art experiences, and beautiful plant collections.
Collectors and whiskey aficionados can take part in the online auction via Sotheby’s website, with bidding open from June 11 through 12 p.m. ET on June 26. For those who don’t partake in the auction, fans can enjoy their own taste of whiskey history with a bottle of Old Fitzgerald Bottled-in-Bond 7-Year-Old Kentucky Straight Bourbon Whiskey, released last year, as well as the brand’s Decanter Series, released twice annually.
Sources consulted (web research):
- Preprohibition Pint Highlights Trio Of Rare Old Fitzgerald Bourbons T…
- Old Fitzgerald Max Shapira Trio Heads To Sothebys
- Old Fitzgerald Bourbon To Auction Three Rare Releases For Charity
- Pre Prohibition Pint Highlights Trio Of Rare Old Fitzgerald Bourbons…
- Pre Prohibition American Whiskeys Sothebys Auction June 2025 11749193
Source: BevNET