Robert “Rocky” Bleier is going back to the basics.
The former Steel Curtain-era running back for the Pittsburgh Steelers and U.S. Army veteran has made a name for himself in Pittsburgh through his perseverance as an athlete and his military service.
Next month, he and his family plan to bring some of his roots to the city where he became a legend.
In partnership with Iron City Distilling, Bleier is introducing his first line of rye whiskey in his brand Bleier Family Whiskey. Founded by Bleier; his son, Adri Bleier; and their cousin, Bob Bleier, Bleier Family Whiskey is designed to honor tradition while creating a legacy for future generations.
“We wanted to establish a foundation of what Bleier Whiskey was all about and build the reputation on good products, not because we have celebrity names,” Rocky Bleier said.
“I think that becomes very important to our story. We don’t just want to be a name on a label. We want it to be an excellent product.”
Forming a partnership
The partnership with Iron City Distilling formed in October, when a mutual connection introduced Rocky Bleier to the distillery’s leadership.
“What we hope we can do is create a partnership with a distillery that is willing to take a chance with us,” Bob Bleier said. “We’re really excited about the opportunity with Iron City because that’s Rocky’s backyard and everybody knows him.”
The Bleiers have a history in the bourbon industry after previously releasing Purple Heart Bourbon in Rochester, N.Y., Bob said.
“We both love bourbon so much that we thought this could be a really fun thing, a legacy for the family, something to do that we really love aside from the hustle and bustle and craziness of our two worlds,” Bob said.
In 2022 the cousins became bourbon stewards in Kentucky prior to the new venture. They knew going in they wanted to create a legacy.
“When Rocky came about, it was a no-brainer,” said Peter Katz, president of Iron City Distilling. “He’s just a very good person.”
Katz said aside that from his popularity in Pittsburgh, Rocky was interested in forming a true partnership.
The Bleiers were extremely hands-on during the maker process, he said.
“A lot of partnerships like that, with kind of the face of the brand, that celebrity, so to speak, doesn’t always get involved with it,” Katz said. “We didn’t want someone like that. We wanted someone that wanted to be involved.”
The maker process
Katz said while Rocky and Bob preferred to work with bourbon at first, the distillery’s bourbon won’t be ready for another year and a half. They instead offered the Bleiers a selection of rye whiskey to blend.
“Rye can be special and very approachable, yet complex,” Katz said.
Rocky said part of getting back to the basics was bringing a product he loves to Pittsburgh.
“We want to establish the brand Bleier Whiskey so people understand that, no matter what we bring out, there’s a history behind it,” he said. “There’s a reason for it.”
The distillery shared the cousins’ philosophy of creating a quality product the way it had been created in the past, Rocky said.
Rye whiskey was founded in Pennsylvania in 1750, he said. In the mid-18th century, German, Swiss and Scots-Irish settlers began cultivating rye and distilling their surplus grain.
“Our game plan is to go back to the roots,” he said.
Adri Bleier came into the venture “pretty green,” he said. Visiting the distillery and speaking with the team there was a great learning experience, he said.
“We were all on the same page from the start,” Adri said. “I think right off the bat it felt like the right partnership.”
When the Bleiers visited the East Deer distillery, they sampled from eight different barrels and mixed blends until finding the right combination that the Bleiers said is a welcoming sip for whiskey newcomers and seasoned drinkers alike.
The finished product is a four barrel blend that delivers a “bold yet approachable profile” featuring rich spice and a balanced finish, Rocky said.
The whiskey’s proof is 102.0 as a tribute to the cousins’ NFL careers, said Bob, who played a year in the NFL as a quarterback for the New England Patriots. Bob’s jersey number was 10; Rocky’s was 20.
“The person who just started into whiskey and the real seasoned whiskey drinker all can gravitate to that proof model and our flavor profile,” Bob said. “Everything lined up.”
About 700 bottles of the inaugural drink will be available for purchase starting July 1.
The July date, Katz said, is also a nod to America’s 250th anniversary and Rocky Bleier’s service in the Army.
He was drafted into the Army in December 1968, shortly after completing his rookie season with the Steelers. Rocky was deployed to South Vietnam in May 1969. That August, he suffered severe wounds to his left thigh and right foot from a grenade during an enemy ambush. He was awarded a Purple Heart and a Bronze Star. He was honorably discharged in July 1970.
According to his website, Rocky was on the Steelers’ injured reserve and taxi squad until 1971. He made it back in the starting lineup by 1972, eventually playing in four Steelers Super Bowl wins.
Keeping up tradition
Bleier Whiskey returns the family to their roots in more ways than one.
Rocky Bleier grew up in Appleton, Wisc. His father, Robert, owned a bar called “Bleier’s Bar” at the corner of Walnut Street and Lawrence Street. His father bought the place after marrying Rocky’s mom, Ellen.
One day, after chatting with a customer, his father decided to create his own brandy — the popular alcohol of the time — to serve as a pour liquor. He called it Bleier Brandy.
The Bleier Family Whiskey bottles’ label is inspired by his father’s brandy label and will include the Bleier family crest and Rocky’s and Bob’s signatures.
Rocky grew up in the bar,where he served food as a young man. It was there, he said, that he learned the importance of quality behind a product and the experience customers have when they enjoy it.
“My father’s philosophy on pouring a drink was you made the drink in front of the customer,” Rocky said. “It was the anticipation of the drink. … That always made an impression on me.”
Rocky Bleier carried that mindset into creating Bleier Family Whiskey, he said.
Katz said the plan is to continue releasing Bleier Family Whiskey twice per year.
People will be able to buy bottles of the rye starting July 1 at the distillery’s gift shop.
Rocky will be there July 1 and 2 for a meet-and-greet and to sign bottles. Times will be announced closer to the release date.
For more information and details about purchasing Bleier Family Whiskey, visit Bleierwhiskey.com.