Bacon lovers and bourbon fans, we need to talk. Oscar Mayer just dropped its first new bacon flavor in five years — and the internet cannot agree on whether it’s genius or a step too far. The brand’s Maple Bourbon Bacon, made in collaboration with Evan Williams Bourbon, is hitting grocery shelves nationwide, and the social media discourse is already spicy.
Oscar Mayer is going big with this one. The Maple Bourbon Bacon is cured with Evan Williams Bourbon and features thick-cut, expertly trimmed slices prepared with the brand’s signature 12-hour slow smoke.
Oscar Mayer’s Maple Bourbon Bacon Brings a Bold Flavor Mashup
The flavor profile promises subtle notes of vanilla and caramel from barrel-aged Kentucky bourbon, delivering what the company describes as a sweet, smoky maple-kissed savory bite with a smooth bourbon-inspired finish.
Max Stefka, AVP Global Whiskeys at Evan Williams, is all in on the unique pairing. “Some flavor pairings just make sense, and Bourbon and bacon is one of them,” Stefka said. “Partnering with Oscar Mayer on Maple Bourbon Bacon brings together two iconic flavors in a bold and unexpected way, delivering a sweet-and-smoky twist that celebrates the craftsmanship behind our Bourbon.”
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Oscar Mayer’s Maple Bourbon Bacon Announcement Sparks a Social Media Debate
Oscar Mayer announced the collaboration via Instagram on April 5, 2026, and the reactions have been sharply split. Supporters jumped in fast. “Great pairing!” one person wrote, while another said, “The BLT’s are gonna be unbelievable.” One enthusiastic commenter added, “WHOA WHOA WHOA!!! I need this on my breakfast menu!”
Not everyone was on board, though. “The idea is sound, but Evan Williams, really?” wrote one commenter questioning the bourbon choice. Another had a more practical request: “MAKE RESEALABLE PACKAGING PLEASE! And stop increasing the price 😒.”
A second Instagram post on April 11, 2026, showed someone making a breakfast sandwich with the bacon and pairing it with a glass of bourbon garnished with a strip of bacon on top. That post drew reactions including one person who said, “I thought the bourbon was maple bacon flavored lol that would have been better.” The bourbon-at-breakfast angle stirred particular debate, with one commenter writing, “Connecting alcohol to breakfast is disgusting. Please do better.” Supporters held firm: “Say less, I’m in 🥃🥓,” one user wrote.
Oscar Mayer Plans to Release More Bacon Flavors Annually
This launch is more than a single product drop — it marks a strategic shift for the 90-year-old bacon brand. Oscar Mayer plans to introduce a new bacon flavor every year through limited-time releases, with the possibility of adding standout flavors to its permanent lineup. With the bacon category growing and accounting for one-third of their business, the brand is clearly betting big on bold flavors.
Anna James, Brand Manager for Oscar Mayer, explained the thinking behind the move. “While we have been crafting delicious bacon for 90 years, Maple Bourbon Bacon is an exciting new chapter for our bacon portfolio and shows consumers that we are thinking about bacon differently,” James said. “With the bacon category growing and accounting for one-third of our business, we are leaning into bold, trend-driven flavors our fans want, bringing new energy to a beloved breakfast classic.”
What Other Oscar Mayer Products Are Launching This Spring?
Oscar Mayer isn’t stopping at bacon. The brand is also launching two new hot dogs this spring: Beef and Pork Franks and Cheesy Smokehouse Stuffed Hot Dogs, a smoky take on the brand’s cheese-stuffed dog. Maple Bourbon Bacon is available now at grocery stores nationwide — so whether you’re team bourbon-bacon or firmly in the “maple bacon is a sin fight me” camp, this one is worth a taste test.
