Forgotten Sprits: Fortuna Bourbon

Dusty bourbons are well sought after in the whiskey collector community—which is unusual for a society of the newest and latest and greatest. In the heart of that world, there's a phenomenal revival story—one that brings together the past and the present, interlacing history into the fabric of contemporary whiskey culture. It is the story of Fortuna Bourbon, a spirit that once epitomized the "Taste of Good Fortune" and has been lovingly restored to its former glory by Americano and the impassioned team at Rare Character.

The Legacy of Phil Hollenbach

The story starts back in the 1800s with the German immigrant Phil Hollenbach, a visionary who planted his roots in Louisville, Kentucky, and distilled a bourbon that would leave its indelible mark on the whiskey trade. Fortuna Bourbon, under Hollenbach's meticulous care, flourished—delighting connoisseurs far and wide with its exceptional quality and promise of good fortune.

Yet, as the wheels of time turned, Fortuna Bourbon, like so many treasures of the past, faded from memory; its legacy sealed away when the doors closed in the 1960s. It remained a whisper, a legend, told by whiskey aficionados and historians, the spirit yearning for a renaissance.

The Revival

Enter Pablo Moix, co-founder of Rare Character, a lover and collector of vintage whiskeys whose fascination with Fortuna and Glencoe whiskeys spanned nearly two decades. Drawn not only to the whiskey's storied past but also to its name, "Fortuna," which resonated with his Latino heritage and its connotations of luck and prosperity, Pablo envisioned a future where Fortuna Bourbon once again graced the tables of those seeking a sip of history.

The Process

Reviving Fortuna Bourbon was no easy task. It involved plumbing the depths of whiskey history, finding original Fortuna bottles, and gathering collateral pieces to painstakingly restore the brand's essence. Americano, with its eye for detail and reverence for tradition, painstakingly worked to recreate the bourbon's visual identity.

Working with extremely skilled label printers, Americano crafted an ornate foiled and embossed label that sets the spirit of Fortuna on fire—bright among its contemporaries, yet honoring its rich history. The team also worked with typographers to recreate two custom fonts based on the original 1800s designs, when fonts were so painstakingly placed by hand or drawn individually, putting a soul into every letter.

The Resurrection

Today, Fortuna Bourbon stands as a testament to the power of passion, heritage, and the undying allure of history. It's not just a bourbon but a bridge to an era when every sip tells a story, every bottle holds a legacy. Americano and Rare Character did not just resuscitate a brand but reignited the spirit of Phil Hollenbach and his dream of sharing the "Taste of Good Fortune" with the world.

As Fortuna Bourbon flows once more, it invites a new generation of whiskey lovers on a journey through time: to taste a part of history, raise a glass to the fortunes that await. In the rebirth of Fortuna Bourbon is a celebration of heritage, craftsmanship, and timeless pursuit of excellence—truly a toast to the past, present, and future.