B-F Gets Serious About Old Forester
FILED OCTOBER 17, 2014
Everything old is new again. Old Forester bourbon was the first bottled bourbon and the foundation for what is now the largest American-owned spirits company: Brown-Forman. Over the years, Old Forester suffered with the up and downs of the overall whiskey category and eventually shrunk to less than 2% of the company volume, per Bernstein Research. Meanwhile, Jack Daniel's transcended the whiskey category and became the superstar of Brown-Forman's lineup, overshadowing its portfoliomate.