Introducing Coopers’ Craft bourbon

45ece0397ba7cb12950f6a706700e013_r900x493Steve’s breakdown: This new brand doesn’t even seem to have a website yet but you’ll have to move fast to give them a hearty congratulations and see if there’s any work to nab. The launch is in a fews of months.

LOUISVILLE, KY: Jack Daniel’s owner Brown-Forman has launched its first new Bourbon brand in 20 years.

The new brand, Coopers’ Craft, will launch in the US this summer. Initial markets include Alabama, Florida, Georgia, Kentucky, Louisiana, Mississippi, South Carolina and Tennessee.

Brown-Forman said Coopers’ Craft, which is made using beech and birch charcoal filtration, focusses on the importance of wood in whiskey making.

“Coopers’ Craft is the result of decades of experience in mastering barrel-making and maturation techniques,” said Lawson Whiting, executive VP & chief brands & strategy officer for Brown-Forman Brands. “Owning our cooperage is a testament to this expertise and brings to life the notion that what matters most, we do ourselves.”

The 41% abv whiskey will carry an SRP of US$28.99 per 75cl.

Brown-Forman established its own cooperage in 1945.

In its Q3 and year-to-date results, released last month, Brown-Forman hailed the success of its whiskey business. At the same time, the company confirmed completion of its Southern Comfort and Tuaca divestment to Sazerac for $542m.

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