Building on continued success in the whisky category, Pendleton Whisky® – the official spirit of the Professional Rodeo Cowboys Association (PRCA) and one of the fastest growing premium whisky brands in the U.S. – launched Pendleton 1910™, a rare 100% Canadian rye whisky set apart by its 12-year aging process.

Working closely with Hood River Distiller’s team to learn more about its Pendleton Whisky brand’s heritage, target market and product qualities, Flowdesign’s team immersed themselves into the heritage of the Pendleton Round-Up. They then developed the name (Pendleton 1910, which pays homage to the first year of this prestigious rodeo), brand graphics, structural design and marketing support for this distinguished Pendleton brand.

Focus Groups:

Flowdesign created several concepts and obtained targeted focus group feedback on three design concepts and taste quality aspects. Targeted groups included Pendleton Whiskey drinkers compared to standard whiskey drinkers.


Final Design:

The selected final design, features a unique bottle intricately embossed with detailing reminiscent of the tooling on a saddle, and the famous Pendleton Round-Up bucking horse. The bottle’s unique embossing wraps 360 degrees and challenged the capabilities of several glass companies; however, Flowdesign’s 20+ years experience in glass structural design helped guide the selected manufacturer through the development stages to completion. Flowdesign utilized ceramic ink colors, neck and shoulder shapes from the core brand for brand cohesiveness, but the overall bottle height is taller.


Pendelton 1910 has continued to grow year-after-year nationally since its inception. In 2018 Hood River Distillers sold its Pendleton Whisky brand for $205 Million to Becle, S.A.B. de C.V., parent company to Jose Cuervo.