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Joe Montana and Gold Bar Whiskey executives holding bottles from their newly-launched limited-edition whiskey range.

Joe Montana and Gold Bar Whiskey Team Up for an Iconic Limited-Edition Whiskey Range


Elevating the Game: The Collaboration Between NFL Legend Joe Montana and Gold Bar Whiskey on Limited-Edition Spirits

Press Release


San Francisco, Aug 31, 2023 — NFL Hall of Famer Joe Montana is now in the spirits game, thanks to a groundbreaking partnership with Gold Bar Spirits Company. This collaboration will produce the Joe Montana Whiskey Collection, a premium offering available in September, announced at Gold Bar’s state-of-the-art Visitor Center on Treasure Island.

“Teaming up with Gold Bar to create this one-of-a-kind whiskey collection has been incredibly rewarding,” Montana shared. “From crafting unique flavor notes to iconic bottle designs, I can’t wait for fans to enjoy this San Francisco-born experience.”

Recently, Joe Montana, celebrated for guiding the San Francisco 49ers to four Super Bowl titles, pairs perfectly with Gold Bar Whiskey, an award-winning brand renowned for its wine barrel-finished creations. This collaboration is poised to captivate both whiskey aficionados and 49ers enthusiasts alike.

The Joe Montana Whiskey Collection

Gold Bar’s initial release, Joe Montana Blend No.273, delivers a well-rounded American whiskey, triple-casked in red wine, cognac barrels, and toasted oak staves. This edition symbolizes Montana’s 273 career touchdowns and offers deep flavors of fruit, spice, and berries.

The Joe Montana Championship Collection, a five-bottle gift set, will follow soon, celebrating the quarterback’s four Super Bowl triumphs from the ’80s and early ’90s.

A Collector’s Dream

Every bottle comes with innovative packaging that includes a wearable, NFC-enabled Joe Montana patch. When scanned with a smartphone, fans can access exclusive Montana content, adding an interactive element to this luxury offering.

The Ultimate Fan Experience

Don’t miss your chance to visit Gold Bar’s Visitor Center, set in the stunning backdrop of the San Francisco Bay. It’s not just a place to grab your bottle but also to revel in a meticulously crafted cocktail during a golden-hour sunset.

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“Collaborating with the team at Gold Bar Whiskey to develop this collection has been a fun experience,” Montana said in a news release. “From the unique flavor profiles to the meaningful blend numbers and creative designs, the collection will offer a variety of selections for a gameday beverage, with a twist of nostalgia. I’m looking forward to sharing the whiskey, as well as the experience of Gold Bar’s incredible new Visitor Center here in San Francisco, with fans.”

oe Montana and Gold Bar Spirits team revealing the special-edition whiskey 16 year old

Gold Bar Whiskey’s Joe Montana Blend No. 117

Dubbed “Number 16” in tribute to Joe Montana’s legendary jersey number with the 49ers and his 117 career NFL victories, Blend No. 117 is a rare find. This limited-edition 16-year-old whiskey comes bottled at a robust 95 proof, a strength Gold Bar describes as close to the original cask strength.

For a rich and complex flavor, Blend No. 117 undergoes a meticulous aging process. It’s triple-casked in Cognac barrels and finely finished over toasted oak staves. With a suggested retail price of $149.99, it’s a premium addition to any whiskey collection.

Taking ‘Product Innovation’ to New Heights: Introducing ‘The Patch’ by Gold Bar

Gold Bar collaborated with adhesive technology pioneers, Avery Dennison, to roll out a groundbreaking feature known as “The Patch.” Each bottle from the Joe Montana Collection comes with a neck tag that not only holds a wearable, iron-on Joe Montana patch but is also embedded with Near-Field-Communication (NFC) technology.

These NFC-enabled patches offer a highly interactive experience. By simply tapping their smartphones to the patches, consumers gain access to an array of exclusive Joe Montana content. This includes a hidden video showcasing Montana himself preparing his signature cocktail—The Golden Joe. This fan-favorite drink mixes Gold Bar Whiskey with orange juice, lime juice, and ginger beer.

Gold Bar confirms that “Tap the Patch” will serve as a central element of their marketing strategy, particularly for the Montana whiskey range.

Joe Montana with the Gold Bar team revealing the limited-edition whiskey line.

The two whiskeys will be included in a five-bottle set titled “The Joe Montana Championship Collection.” The collection is mean to highlight Montana’s four championships with the Niners and comes in a custom wood display box. The box set will sell for a suggested retail price of $299.99.

About the Gold Bar Whiskey Joe Montana Blends

Gold Bar Whiskey’s Joe Montana Blend No. 273

Expertly crafted, Blend No. 273 is a unique whiskey blend that features an 82-proof mixture of corn, rye, and barley. It undergoes a special aging process involving dual maturation in red wine barrels and a final aging in cognac barrels. It’s then finished with toasted oak staves for a distinctive flavor profile, as confirmed by Gold Bar.

The intriguing blend number, 273, is more than just a random figure; it pays tribute to Joe Montana’s remarkable NFL career, marking the total number of touchdown passes he threw, which ranks him 19th among all NFL players.

As for its packaging, Blend No. 273 features a nostalgia-inducing label that includes the San Francisco 49ers’

retro logo from the 1970s and ’80s. It’s adorned with Joe Montana’s signature and features a special artwork depicting his unforgettable Super Bowl XXIV touchdown celebration. This captivating illustration is the work of Rita Oak, a dedicated artist and 49ers aficionado.

Available at a suggested retail price of $59.99, Blend No. 273 stands as a collector’s delight for both whiskey enthusiasts and football fans alike.

Blend No. 273 has a suggested retail price of $59.99.

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About Joe Montana

Universally regarded as a strong contender for the ‘Greatest Quarterback of All Time’—until Tom Brady’s later years—Joe Montana graced the NFL from 1979 to 1994. Except for his concluding season, Montana was a dedicated 49er.

During his tenure with San Francisco, Montana clinched four Super Bowl victories, earned two MVP awards, and accumulated an array of other accolades. Notably, he twice led the league in both passing touchdowns and passer ratings, while dominating in completion percentage on five occasions.

Before making waves in the NFL, Montana had already tasted victory by securing a national championship with Notre Dame.


About Gold Bar Whiskey

Recognized for its unique wine-barrel finished whiskies, Gold Bar collaborates with undisclosed producers to source its premium spirits. The finishing touches are expertly added by Master Blender Montgomery Paulsen, who comes from a Napa Valley winemaking lineage.

Gold Bar Whiskey has a global reach, being available in over 25 countries around the world.

The brand is set to unveil a visitor center on September 15, located on San Francisco’s Treasure Island. This venue will feature a bar and restaurant where you can savor their signature Golden Joe cocktails.

This is not Gold Bar’s inaugural venture into 49ers-themed whiskies. They previously launched a special edition to celebrate “the catch,” a legendary moment in 49ers history.


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