The Very Very Old Fitzgerald 18 Year “Blackhawk” is one of the rarest bourbon bottles in existence.
Unicorn Auctions
As part of their ongoing centennial celebration, the Chicago Blackhawks are partnering with Unicorn Auctions to host a charity auction, featuring once-in-a-lifetime whiskies and experiences. All proceeds from the auction, including buyer’s premiums, will benefit the Chicago Blackhawks Foundation, a nonprofit serving the Chicago community through youth programs, health initiatives, and social impact efforts, with an emphasis on under-resourced neighborhoods.
Unicorn Auctions is no stranger to hosting charity auctions, most recently facilitating the Bourbon Bonanza 2025 Charity Auction, raising $421,000 to benefit the Guthrie Opportunity Center and Bethany Haven. The online wine and spirits auction house has become a trusted spirits e-commerce platform, bringing buyers and sellers together from around the world. Unicorn’s physical and technological infrastructure makes it a turnkey solution to support philanthropic efforts via auction.
The Blackhawks Foundation’s Mission
The Chicago Blackhawks Foundation was founded in 1993, serving as the official charitable arm of the team. Since its founding, the Foundation has contributed more than $40 million to local causes across Illinois. From after-school initiatives and youth hockey programs to supporting mental health and food security, the organization aims to build stronger, more equitable communities throughout the city.
The Blackhawk’s Centennial Charity Auction runs through Oct 18
Unicorn Auctions
Collaborations with organizations like One West Side and the McCormick Foundation’s Chicago Blackhawks Community Fund have helped empower minority-owned businesses, strengthen neighborhood nonprofits, and provide opportunities for under-resourced youth. The Foundation’s alliance with corporate partners like AT&T, NorthShore–Edward–Elmhurst Health, CIBC, and United Airlines further bolster these efforts through the team’s Century Collective partnership program.
Putting The “Unicorn” in Unicorn Auctions
Just how rare is the Very Very Old Fitzgerald 18-year Blackhawk bourbon? This private bottling was done exclusively for the Wirtz family, who are not only the owners of the Chicago Blackhawks NHL team, but also one of the largest liquor distributors in the country.
“After my Dad and I made a sales trip to visit our Chicago distributor, Bill Wirtz of the Wirtz Beverage Group, and sitting behind the glass on the blue line at my first NHL hockey game ever, I became very aware of how important Old Fitzgerald was to the Wirtz family in Chicago,” said Julian Van Winkle III, whose legendary family produced this expression at the Stitzel-Weller Distillery.
“That Chicago visit brings back a special memory of Keith Magnuson getting in a bloody fight during the game right there in front of us,” Van Winkle recalled.
The “Blackhawk” private barrel was bottled in 1969 at barrel proof—a very unusual choice at the time.
Unicorn Auctions
“When this bottle was filled in 1969, I was 20 years old & still in school. I wasn’t involved with Stitzel-Weller much except working there performing different jobs in the summer,” said Van Winkle.
There were three private Old Fitzgerald bottlings done for the Wirtz family in the 1960s, and this 18-year-old expression is not only the oldest, but also the highest in ABV.
“This bottle of Very Very Old Fitzgerald was the highest proof ever bottled under the Old Fitz label, at its barrel proof of 121,” continued Van Winkle.
At the time, it was very unusual clients to request private bottlings at barrel proof. The combination of a high age and high proof whiskey during a time when neither were in fashion is part of the extreme appeal of this bottle to modern-day bourbon consumers.
“I believe this bottle to be one of the most special bottles of Kentucky bourbon on the planet. They were all owned by the Wirtz family, which makes them even more special,” said Van Winkle.
These bottles were never publicly available and were only given out to friends and family of the Wirtz family. Distilled in 1950 and bottled in 1969, the remaining sealed bottles of this bourbon have sat undisturbed for almost 55 years. Now, one of the few that remain will be opened.
The winner of the private experience will join Van Winkle, Chicago Blackhawks Chairman Danny Wirtz, and notable Blackhawk alumni for a bourbon tasting experience, including the Very Very Old Fitzgerald Blackhawk 18-Year bottling. After the tasting, the winner’s group will experience a private curated dinner at Queenie’s Supper Club inside the United Center, followed by a Blackhawks hockey game from a luxury lower-level suite.
Other Impressive Lots Round Out The Auction
In addition to the Blackhawk’s bottle and Experience lots, a variety of whiskey, hockey memorabilia and accessories round out the 40 total lots in this auction.
Rare Character Whiskey is donating a barrel selection experience that includes an 18+ year barrel of their acclaimed Brook Hill brand, along with a curated culinary experience with Rare Character founder Pablo Moix.
Rare Character is donating a VIP barrel selection experience for an 18+ year-old Brook Hill whiskey.
Unicorn Auctions
Sazerac has donated the complete, yet-to-be-released 2025 edition of the Buffalo Trace Antique Collection, complete with the brand new E.H. Taylor Bottled-in-Bond, the first new edition to the series in almost 20 years.
Long-time comedian and short-time bourbon entrepreneur Jim Gaffigan has also donated a package that includes four VIP tickets to one of his comedy shows and a set of bourbon bottles that includes barrel picks he has selected, as well as a bottle from his brand, Fathertime.
This special auction also includes unique and limited Chicago Blackhawks memorabilia, including an autographed and framed “Blackhawks Legends: Opening Night 2009” photo, two original locker room stalls from the 2015 Stanley Cup Champion team, and signed Blackhawks jerseys.
A Rallying Cry For Good
What makes this auction especially remarkable isn’t just the extraordinary lots up for bid, nor the impressive sums already pledged. The transition from concept to implementation for this auction came together in very short order.
Once Julian Van Winkle and Danny Wirtz committed to their fundraising efforts, the Unicorn team put out an all-call across the industry to solicit additional item donations. The industry responded with a resounding “yes,” pledging their time and effort to get their bottles and other memorabilia into Unicorn’s hands. Many of the items traveled via overnight shipping so that the Unicorn team had enough time to photograph, catalog, and load the lots into their system.
Once the auction was ready, the team prepared for the typical bidding activity that usually occurs immediately post-launch, but never could have predicted what happened next.
One winner will experience a private tasting of the Blackhawk bottling with Julian Van Winkle III and Danny Wirtz.
Unicorn Auctions
The auction commenced on October 12 at 7:00 pm Eastern Time. By 8:00 pm, the Blackhawk Experience lot’s high bid was already up to $170,000.
Including the donated buyers’ premiums from this auction, $400,000 has already been pledged. With the typical flurry of bidding that accompanies the closing minutes of an auction, the final total has yet to be determined. Regardless of additional contributions on top of what has already been committed, a donation of this size will alter both the reach and trajectory of the Chicago Blackhawks Foundation’s work.
“The generosity from this auction will have an immediate and lasting impact,” said Sara Guderyahn, Executive Vice President of Social Impact and Civic Affairs for the Chicago Blackhawks Foundation. “These funds help advance our $3 million Centennial Commitment—ensuring every young person across Chicago has the chance to experience the game through floor hockey, learn-to-skate, and community programs that make the sport more accessible and inclusive for all.”
The Blackhawks Centennial Charity Auction ends October 18, at 7:00 pm Eastern Time.