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Brown-Forman Targets 500,000 Cases For Old Forester

March 17, 2015

Following last September’s announcement that it would develop a new $30 million distillery for Old Forester, Brown-Forman says it will now inject a further $20 million into the brand to boost marketing efforts, with a retro-themed push in urban markets. Brown-Forman executives told the Wall Street Journal the plan is to lift the Bourbon brand past the 500,000-case mark within five years. According to Impact Databank, Old Forester ($25 a 750-ml.) rose 16% to 110,000 cases in the U.S. in 2014, amid the American whiskey category’s resurgence. Old Forester’s new distillery, to be located on Louisville’s “Whiskey Row,” is expected to be completed by fall 2016. Meanwhile, Brown-Forman has named Campbell Brown president, Old Forester, effective May 1. Brown is a fifth-generation descendant of company founder George Garvin Brown.

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