Historic bourbon brand Old Forester is to be “taken to the next level” in the UK in a new distribution deal that places it alongside American whiskeys Jack Daniel’s and Woodford Reserve.
From today, Old Forester – owned by the Brown-Forman Corporation – has switched from UK drinks distributor Mangrove to Bacardi Brown-Forman Brands (BBFB).
BBFB managing director Amanda Almond said: “Mangrove was instrumental in establishing Old Forester in the UK and demonstrating that there is real demand for this super-premium bourbon. We would like to thank them for their work.
“Old Forester will now take its place within our award-winning portfolio of American whiskeys as we continue to lead and grow the category with our customers.”
Mangrove’s managing director, Nick Gillett, added: “Old Forester has been a joy to work on. With the quality of the liquid and the richness of its heritage, its long-term success was always assured.
“As leaders in the north American whiskey category, it makes sense for Bacardi Brown-Forman to take Old Forester to the next level at this time as part of their wider approach. We look forward to working with them on some future exciting products.”
Established in 1870, Old Forester was bottled and marketed in 1870 – making it America’s first bottled bourbon – by former pharmaceutical salesman turned bourbon merchant George Garvin Brown, the founder of the Brown-Forman Corporation.