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Pendleton Whisky was initially developed as a brand that paid tribute to the rodeo town of Pendleton, OR. With a distinctively “Cowboy” flavor, the liquor was sold exclusively within that small market. As it gained popularity, Hood made the decision to capture a larger market segment by rebranding the bourbon as the whisky for the outdoorsman.


Monarch, another one of their brands, was being introduced into Washington State. Although the demand was high, liquor control laws initially limited the distribution channel. When that changed and Monarch became widely available, the message was sent out that the spirits was now much easier to find.

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