Tuesday, April 12, 2016

BROWN-FORMAN ANNOUNCES THE LAUNCH OF ITS FIRST NEW BOURBON BRAND IN 20 YEARS

Brown-Forman has announced the launch of its first new bourbon brand in 20 years, as a celebration of its wood expertise and more than 70 years of barrel-making in its own barrel cooperage.

Coopers' Craft Straight Bourbon (41.1% ABV) is a celebration of barrel-making and a recognition of the importance of wood when it comes to crafting bourbon.
Cooper's Craft Straight Bourbon

In addition to being matured in barrels raised by master coopers at the Brown-Forman Cooperage, Coopers' Craft is crafted using a special beech and birch charcoal filter finishing process, which is said to help create a smooth and flavourful bourbon.

Brown-Forman founder George Garvin Brown began bottling bourbon nearly 150 years ago and recognized the important role of the barrel and the impact wood has on bourbon. Based on his vision, Brown-Forman established its own cooperage in 1945.

Commenting on the launch, Lawson Whiting, Executive Vice President at Brown-Forman, said: "Coopers' Craft is the result of decades of experience in mastering barrel-making and maturation techniques to create truly unique bourbons. Owning our cooperage is a testament to this expertise and brings to life the notion that what matters most, we do ourselves."

Coopers' Craft Straight Bourbon, will be available across the US from this Summer for a RRP of $28.99.

Posted by Steve Rush