The world of whiskey is mostly absent of celebrity endorsement. There are a few examples, David Lee Roth with his ever present bottle of Jack Daniels and Laphroaig's constant touting of Prince Charles' love of their peaty malt, but for the most part, whiskey lovers aren't interested in celebrities. They don't grace whiskey packaging like a Wheaties box or appear in whiskey ads, and as far as I know, there's never been a Newman's Own Bourbon.
Old Whiskey River is the exception, a whiskey commissioned by Willie Nelson and named for his song Whiskey River. Nelson's bottling is a six year old Bourbon made by Heaven Hill. Early versions came with Nelson style bandannas, CDs and guitar picks, but from what I've seen lately, they are now just selling the Bourbon.
Old Whiskey River, 6 years old, 43% alcohol ($22)
This Bourbon has a nice, very distinctly Heaven Hill nose with some fruit, candy and a bit more age than I would have expected for a six year old. The flavor doesn't please me quite as much as the nose does. There is, initially, a very strong sweetness, followed with medicinal notes and a bit of oak. It has a very pleasant finish. The whiskey has some bright notes but falls a bit flat overall.
Of course, I may not be the target audience for this celebrity, themed whiskey. Perhaps it's intended for all those girls Willie's loved before.