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Woodford Reserve Tops 50,000 Cases Worldwide

Louisville, KY, January 21, 2004 — Brown-Forman announced today that in 2003 its Woodford Reserve Bourbon, already the top-selling super premium bourbon in Kentucky, sold more than 50 thousand cases worldwide. More than 41 thousand of those cases were sold in the U.S., making Woodford Reserve one of the fastest growing whiskey brands in the country. “Consumers in the U.S. and around the world are discovering and enjoying the smooth taste of Woodford Reserve,” said Wayne Rose, global brand director for Woodford Reserve. “The combination of great whiskey and a superb package has made it one of the spirits industry’s great success stories of the last seven years.”

The brand’s sales volume in the U.S. grew by 33% in 2003, and its compound annual growth rate has been 41% over the last four years. Woodford Reserve was first introduced outside the U.S. in 1998, and Europe is its largest export market, followed by the Asia Pacific region.

Because of its smooth taste and distinctive package, Woodford Reserve has won numerous awards at international spirits competitions, including:

Gold Medal winner in bourbon/Tennessee whiskey category at the 2003 International Spirits Challenge

Double Gold Medal winner while being named Best Bourbon and Best Other Whiskey at the 2001 World Spirits Competition (San Francisco)

Double Gold Medal winner in packaging at the 2001 World Spirits Competition (San Francisco)

Gold Medal winner in super premium bourbon category at the 2001 International Wine & Spirits Competition (London)

Double Gold Medal winner while being named Best Bourbon at the 2000 World Spirits Competition (San Francisco)

Brown-Forman introduced Woodford Reserve in 1996 to commemorate the grand reopening of the historic Labrot & Graham Distillery in Woodford County, Kentucky, the Commonwealth’s only distillery using the traditional pot still method to make bourbon. The company announced then that while it awaited the maturation of the pot still whiskey, Woodford Reserve, made at its Jefferson County distillery six years earlier, would receive its finish aging and be bottled at the Labrot & Graham Distillery.

(Brown-Forman recently announced that it was renaming the Labrot & Graham Distillery as the Woodford Reserve Distillery, Labrot & Graham Proprietors.)

Since last April the company has been using the pot still whiskey in Woodford Reserve Bourbon, mingling it with the select honey barrels from its Jefferson County distillery to match the award-winning taste of Woodford Reserve that consumers have come to love. “Our consumers told us they were anxious to taste the pot still whiskey and last spring our Master Distiller finally said it was ready,” stated Rose.

Rose also said that Brown-Forman will soon release a new limited bottling of bourbon from the Woodford Reserve Distillery, made from 100% pot still whiskey. This bourbon was made with a different mash bill (recipe) from Woodford Reserve and, as a result, it has a different flavor profile. “This new bourbon tastes wonderful and is ready for bottling, but we’re still working on the final packaging,” stated Rose, adding that it should be ready to be shipped to Kentucky retailers in May or June.

Brown-Forman is a diversified producer and marketer of fine quality consumer products, including Jack Daniel’s, Southern Comfort, Finlandia Vodka, Canadian Mist, Early Times, Woodford Reserve, Fetzer and Bolla Wines, Korbel California Champagnes, Lenox, Dansk, and Gorham tableware and giftware and Hartmann Luggage.