Brown-Forman Introduces 1st New Bourbon Brand in 20 Years – Coopers’ Craft

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It’s commonly said that the charred new oak barrel used for aging Bourbon creates 50% to 75% of a Bourbons flavor. Brown-Forman has decided to pay homage to that notion and name its new release, Coopers’ Craft Kentucky Straight Bourbon Whiskey. This is Brown-Forman’s first new bourbon brand in 20 years since the introduction of Woodford Reserve in 1996.

Brown-Forman is in a unique position to name its new bourbon after the cooperage since its one of the only major distillers that also happens to own their own cooperage, Brown-Forman Cooperage. The 70 year old cooperage was known as the Bluegrass Cooperage from 1945 until 2009 when Brown-Forman changed the name to that of the parent company. 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.

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Brown-Forman Cooperage Celebrates 70 Years of Hand Crafting Barrels [Video]

Coopers’ Craft Kentucky Straight Bourbon Whiskey Label
Coopers Craft Kentucky Straight Bourbon Whiskey label

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What Makes this Bourbon Unique?

Coopers’ Craft is a celebration of barrel-making and a recognition of the importance of wood when it comes to crafting bourbon. In addition to being matured four to six years 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, creating a smooth and flavorful bourbon. (Don’t confuse this with Tennessee whiskey. Tennessee whiskey uses a maple charcoal filtering process called the Lincoln County Process in which the whiskey is filtered before it is put into new charred oak barrels for aging.)

“Coopers’ Craft is the result of decades of experience in mastering barrel-making and maturation techniques to create truly unique bourbons,” said Lawson Whiting, executive vice president and 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.”

Coopers’ Craft Kentucky Straight Bourbon Whiskey will be available summer 2016 in the following U.S. markets initially:  Alabama, Florida, Georgia, Kentucky, Louisiana, Mississippi, South Carolina and Tennessee. Coopers’ Craft is 82.2° proof / 41.1% ABV and will have a suggested retail price of $28.99 for a 750ml bottle.

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Coopers’ Craft Kentucky Straight Bourbon Whiskey Bottle
Coopers Craft Kentucky Straight Bourbon Whiskey

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