B-F Gets Serious About Old Forester

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.

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