Coopers’ Craft—the first bourbon released by Brown-Forman in 20 years—has hit the shelves, ahead of the IAADFS Duty Free Show of the Americas.

Described as light, soft, and ideal for cocktails, this 41% ABV whiskey was created to celebrate a huge milestone in the company’s history—70 years of barrel-making.

Based on George Garvin Brown’s vision, the founder, Brown Forman established its cooperage in 1945. “Coopers’ Craft is the result of decades of experience in mastering barrel-making and maturation techniques to create truly unique bourbons,” stated Executive Vice President, Chief Brands and Strategy Officer Lawson Whiting. Needless to say, the influence of wooden barrels has been significant on the bourbon’s overall flavor and appearance.

Master distiller Chris Morris used a mash bill consisting 53% rye to replicate the spice characteristics of the original Woodford Reserve. The bourbon was produced by utilizing a beech and birch charcoal filtering system, reminiscent of Jack Daniels and other Tennessee whiskies.

With the demand for American whiskies on the rise, Cooper’s Craft will join Woodford Reserve Rye and Woodford Reserve Double Oaked as the newest addition to their global retail portfolio.

The new bourbon is priced at $29.99 and is available in Alabama, Florida, Georgia, Kentucky, Louisiana, Mississippi, South Carolina, and Tennessee.

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Tuesday, April 25, 2017