PENDLETON, OR —
Pendleton Whisky is a well-known whiskey across the nation, but it hasn’t forgotten about its roots in the Pacific Northwest. Despite the partnership only going back a little more than two decades, the support of the round-up and the whisky couldn’t be closer.
Pendleton Round-Up Publicity Director Pat Reay tells me the Round-Up is the town of Pendleton’s whole identity.
“The community is branded,” Reay says. “This is a community event, supports a lot of nonprofits, supports the community. You saw it as you pulled into town. I mean the bucking horse is the symbol of this community.”
Reay says the branding of the bucking horse logo has been recognized across the globe thanks to some help from Pendleton Whisky.
Pendleton Whisky Brand Heritage Director Tia Bledsoe says the whisky is inspired by and supportive of the Pendleton Round-Up.
“Over the past 20 years,” Bledsoe says. “We really emphasize the fact that they are our story.”
Pendleton Whisky began in 2003 immediately connecting itself to one of the oldest rodeos in the west, the Pendleton Round-Up. The Pendleton Round-Up began in 1910, and since its inception, generations have kept up with traditions that the whisky brand wants to continue to support.
“What we’re looking to do is support their efforts on the ground and really help them not only support the charitable organizations,” Bledsoe says. “But raise awareness for a lifestyle that is so wonderful.”
Bledsoe says Pendleton Whisky contributes 20% of every Pendleton product sold back to the Round-Up. The brand also creates an annual Champions Edition Whisky to celebrate the many people behind the scenes of the weeklong event.
“When you say great partnership with Pendleton Whisky,” Reay says. “I mean they’re creating, annually, a champion’s bottle with a message on the back to support all the hard work of the directors, competitors, volunteers, and winners.”
Reay tells me the rodeo would still be an iconic western event from the rodeo perspective.
“They’ve benefited from our brand, and we’ve benefited from the quality of their product,” Reay says. “That’s what a good brand partnership is.”
Bledsoe says the whisky brand is happy to be involved in a significant part of history.
“Most of these rodeos are nonprofits that are really raising money for their charitable organizations in their communities,” Bledsoe says. “So, the fact that Pendleton Whisky gets to be a part of that and impact their efforts, that’s the reward.”
The Pendleton Round-Up is held every year during the second full week of September and is part of the Big Four Rodeo Circuit in the Northwest with the Horse Heaven Round-Up, Lewiston Round-Up and the Walla Walla Fair and Frontier Days.
