Brown Forman celebrates Early Times bourbon with “special expression”
Select language to see a machine translation of this article. The original language of the Article is English and the translation is provided for your convenience.

Brown Forman celebrates Early Times bourbon with “special expression”

Early Times Bottled-in-Bond Kentucky Straight Bourbon – Early Times, for short – is one of Brown Forman’s most popular whiskeys. So, 75 years after its debut, it makes sense that the company wants to celebrate it. According to a Brown Forman news release, this whiskey is about more than just a great taste – it had a significant cultural impact, and helped to “shape the industry after prohibition”. The whiskey’s name – “Bottled-in-Bond” – is even a reference to the U.S. Bottled-in-Bond Act, which set distilling standards back in 1897.

Early Times introduced its bonded bourbon in the 1940s, and it soon became a top-seller. But it’s far from Brown Forman’s only whiskey (the company has seven in its portfolio), and it’s definitely not the biggest (Jack Daniels deserves that accolade). However, Early Times could hold a special place in the company’s premium whiskey division as something with a little more culture, something that’s a little less exposed, and as a drink with a real American heritage. These are all things that could push the brand further, given the global interest in dark spirits in general and whiskeys in particular.

A limited edition release is a sensible way for Brown Forman to both build the brand and measure demand at the same time – and it’s a strategy they’ve tried numerous times in recent years with other brands, like Woodford Reserve and Old Forester.

Marc Hindorff, Early Times’ senior brand manager, said in the release: “With the release of Bottled in Bond, the intention is to offer bourbon enthusiasts a new taste of the good old days, and demonstrate Early Times’ leadership in traditional whisky-making.” He also added that there is a movement underway to revive Bottled-in-Bond whiskeys. If it succeeds, Brown Forman could become a serious part of that market, given the proud heritage of Early Times.

Disclosure

Dominion holds Brown Forman in its Global Trends Luxury Fund.


If you would you like to receive the Newsfeeds daily, please click here to sign up now!

Help us make this Newsfeed better by rating this article. 1 star = Poor and 5 stars = Excellent
0.0/5 rating (0 votes)

Disclaimer
The views expressed in this article are those of the author at the date of publication and not necessarily those of Dominion Fund Management Limited. The content of this article is not intended as investment advice and will not be updated after publication. Images, video, quotations from literature and any such material which may be subject to copyright is reproduced in whole or in part in this article on the basis of Fair use as applied to news reporting and journalistic comment on events.