Directors’ Reserve, part of the Pendleton Whisky portfolio, embodies the lore and legacy of one of the world’s largest annual rodeos, the Pendleton Round-Up. The liquid inside every bottle of Directors’ Reserve—aged for twenty years—speaks to the same heritage as this iconic symbol of rodeo heritage. To showcase Directors’ Reserve in a manner befitting both rodeo and whisky, Cue, Inc. enlisted the help of third-generation saddlemaker Randy Severe. The Minneapolis-based design studio wrapped each bottle of Directors’ Reserve in a leather sleeve whose tooling was crafted by Severe. Encasing it all was a special box inscribed with the story of the whisky’s singular heritage.

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