The spirits company behind Jack Daniel's Tennessee Whiskey has been taking a deeper plunge into Kentucky bourbon.
Brown-Forman Corp. said Monday that Coopers' Craft will be its first new bourbon brand in 20 years. Company executives said the roll-out for the premium whiskey will come this summer in eight southeastern states, with plans to expand distribution once supplies increase.
Louisville-based Brown-Forman's flagship brand has been Jack Daniel's and its extensive spirits lineup has included Woodford Reserve and Old Forester bourbons.
The company's executives have been hoping Coopers' Craft follows the same long-term trajectory as Woodford Reserve, whose sales have risen steadily since its introduction two decades ago.
