Brown-Forman introducing 1st new bourbon brand in 20 years

BRUCE SCHREINER
Associated Press

LOUISVILLE, Ky. (AP) – The spirits company behind Jack Daniel’s Tennessee Whiskey is taking a deeper plunge into Kentucky bourbon.

Brown-Forman Corp. said Monday that Coopers’ Craft will be its first new bourbon brand in 20 years. Company executives say the roll-out for the premium whiskey will come this summer in eight southeastern states, with plans to expand distribution once supplies increase.

Louisville-based Brown-Forman’s flagship brand is Jack Daniel’s and its extensive spirits lineup includes Woodford Reserve and Old Forester bourbons.

The company’s executives are hoping Coopers’ Craft follows the same long-term trajectory as Woodford Reserve, whose sales have risen steadily since its introduction two decades ago.

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