Pendleton Directors' Reserve

Directors' Reserve embodies the lore and legacy of the Pendleton Round-Up, an iconic symbol of rodeo heritage synonymous with the brand. Aged for twenty years, the liquid inside speaks to the same heritage, a whisky showcased in a bottle wrapped in a leather sleeve with tooling crafted by third-generation saddle maker Randy Severe. The secondary box encases the bottle and hosts the story of the special whiskey with a special heritage.

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Agency: Cue, Inc.

Creative Director: Alan Colvin

Photography: Chris Sheehan