Celebrates 75th Anniversary of the Repeal of Prohibition in 1933
Louisville, KY, June 17, 2008 – Old Forester will release Old Forester Repeal Bourbon, a new, one-time, limited-release bourbon expression celebrating the 75th anniversary of the repeal of Prohibition. Old Forester Repeal Bourbon will come in a mock circa-1933 375ml bottle and carry an Old Forester replica label from that era. Bottles are expected to arrive in stores nationwide in early December.
Old Forester became America’s first bottled bourbon in 1870 when Louisville-native George Garvin Brown recognized the need for a bourbon of consistent high quality and began putting Old Forester in glass bottles. Brown, a pharmaceutical salesman, was so sure of the quality of Old Forester that he put his hand-written guarantee on each bottle – a practice continued today. Old Forester is the only bourbon in existence today that has been sold continuously for over a century, including between the Prohibition years of 1920 and 1933 when it received one of only ten government permits to produce bourbon for medicinal purposes when alcohol sales were otherwise illegal in the United States. No other bourbon sold in the U.S. today can make that claim.
“Repeal Bourbon celebrates the rich history of Old Forester’s role as the founding brand of Brown-Forman,” said Joe Murray, Brand Manager for Old Forester. “Old Forester still lives up to its claim of ‘There is nothing better in the market’ over 135 years since its inception and is proud to be the only bourbon produced before, during and after Prohibition.”
Old Forester Repeal Bourbon will come in a gift pack which in most markets will include a scroll of the 21st Amendment to the U.S. Constitution, which ended Prohibition, an Old Forester snifter, and an Old Forester pen. Repeal Bourbon is 100-proof and will retail for a suggested retail price of $24.99 wherever Old Forester is sold.
“Repeal Bourbon is bottled from a special selection of Old Forester barrels that exhibited a more robust character that is similar to the Old Forester that was bottled during Prohibition,” added Chris Morris, Master Distiller for Old Forester. “The flavor, presented at Prohibition's required 100 proof, is a full, deep, charred oak character that will appeal to bourbon-lovers everywhere.”
More information on Old Forester Repeal Bourbon can be found at www.oldforester.com/repeal.
About Old Forester Bourbon
George Garvin Brown was the founder of Old Forester Bourbon Whisky and Brown-Forman Corporation. Brown-Forman Corporation, Louisville, Kentucky, is a diversified producer and marketer of fine quality alcohol brands, including Jack Daniel’s, Southern Comfort, Finlandia Vodka, Tequila Herradura, el Jimador Tequila, Canadian Mist, Fetzer and Bolla wines, and Korbel California Champagnes.
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Old Forester Straight Bourbon Whisky, 43-50% Alc. by Volume, Brown-Forman Distillers Company, Louisville, KY ©2008