Fighting Cock is a value-focused bourbon brand from Heaven Hill Distillery, strategically positioned in the sub-$20 segment. As stated by Heaven Hill brand ambassador Bernie Lubbers on the 'Bourbon Pursuit' podcast, the brand was developed to directly compete with Wild Turkey 101. The provocative name and 103-proof bottling (intentionally 2 proof points higher than Wild Turkey 101) reflect Heaven Hill's strategy of offering 'something better and more affordable' than the competition. This high-rye bourbon delivers bold, assertive flavors at an accessible price point, targeting consumers seeking high-proof whiskey without premium pricing.