Some people might call it a gimmick, but Kentucky whiskey brand Jefferson’s has been aging barrels on the high seas for years now as part of its Ocean Aged at Sea series. The brand announced today that it’s taking things a step further by partnering with cruise ship company Holland America Line to bring barrels onboard its ships that will ultimately be bottled for guests to drink as single barrel expressions.

Jefferson’s was founded in 1997 by Chet Zoeller and his son Trey, and today the brand continues to be led by the younger Zoeller (it’s was acquired by French drinks company Pernod Ricard in 2019). There are many different bourbon and rye expressions in the portfolio, but perhaps none have made as much of an impact as the Ocean Aged at Sea series, which launched in 2012 with Voyage 1. As mentioned before, some view this whiskey as more of a marketing gimmick than a legitimate production method, but there is some science behind it. Already mature barrels of Jefferson’s have now been on 35 voyages on cargo ships and fishing vessels, during which they are exposed to different temperatures and humidity levels as they circumnavigate the globe. The idea is to introduce the whiskey to greater extremes than it would be subject to in rickhouses in Kentucky, thereby increasing interaction between wood and whiskey and affecting the flavor.

Ocean Aged at Sea has as many fans as detractors, so clearly Zoeller felt like expanding this concept—and introducing it to more consumers by partnering with a cruise ship line—was the right move. “By placing Jefferson’s Ocean barrels on cruise ships, we’re diving into a quest to see how different routes and voyages (meaning different climates and agitation) influence the taste, smell, and mouthfeel of our whiskey,” he said in a statement. “The whiskey they enjoy will be exclusive to their ships, available only once the voyage is complete.”

According to a rep for the company, each barrel will spend a minimum of six months onboard each of its 11 ships. Each barrel will yield an estimated 150 to 300 bottles, which will be available for guests onboard the ships in 2027 as part of its single barrel whiskey program, which expanded last year to include brands like Weller, Angel’s Envy, Woodford Reserve, and WhistlePig. You can visit the Holland America website to find out more, and you can purchase other Jefferson’s expressions at websites like ReserveBar now.