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Brown-Forman Extends Early Times With Fire Eater

July 16, 2012

Brown-Forman has launched the first flavored extension to its Early Times Kentucky whiskey—Fire Eater. At 33%-abv, Fire Eater combines cinnamon liqueur with aged Early Times whiskey. It will initially be available in select cities in Kentucky, Indiana, Washington, Florida, Tennessee, South Carolina, Wisconsin and California, with more markets to come on line throughout the year. It will be priced at $14.99-$15.99 a 750-ml. bottle.

Once a million-case brand, Early Times fell 7.3% in 2011 to 570,000 nine-liter cases, according to Impact Databank. Brown-Forman North America president Mike Keyes recently told Shanken News Daily the flavor component would be a key part of the company’s whiskey strategy moving ahead, especially in engaging younger consumers. “Throughout our whiskey portfolio, you’ll be seeing more innovation in regard to flavors and different styles,” he said.

 

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