Blog: A Kentucky whiskey that's not a Bourbon? Only in America...
Andy Morton | 20 March 2014
Diageo and Brown-Forman have been at loggerheads the past week over what is best for the Tennessee whiskey category. (For a full run down of the unseemly, yet wholly enjoyable, affair, read just-drinks' managing editor's take here).
What spiked my interest, though, was Brown-Forman revealing how it handles its Early Times whiskey brand across its markets.
Now this is complicated, so please bear with me.
Diageo had claimed to be “defending the honour” of the rival Early Times because it is aged in used casks, something which Brown-Forman had previously said was a mark of inferior quality in the Bourbon and Tennessee whiskey categories.
But, in an interview with just-drinks, a Brown-Forman spokesperson said Early Times, despite being made in Kentucky, is not actually a Bourbon. Well, not in the US at least. The version of Early Times that is produced for its domestic market is aged in used casks and, hence, is known as an American whiskey. However, for its other major market, Japan, it is aged in new casks, and IS a Bourbon.
Still with me?
Any suggestion that Early Times is a Bourbon is, as the spokesperson made clear, erroneous. Unless you are in Japan: Then it's most definitely a Bourbon.
Talk about joined-up marketing.
Puerto Rican rum company Destileria Serralles has launched two aged rums in the UK....
Today is SABMiller's final day. Some time this evening, Brussel's time, the second-biggest brewer in the world will be subsumed into the biggest, creating a beer behemoth of unprecedented proportions....
No, this is not PepsiCo's new ad slogan for its Mountain Dew brand....
Major wine players flocked to China ready for online giant Alibaba's 9.9 Global Wine and Spirits Festival, which took place on 9 September....
In the first part of just-drinks' interview with Bulldog Gin Co's founder & CEO, Anshuman Vohra, we looked at the birth and rise of the brand. In part two, Vohra considers the wider gin segment, Bulld...
In May, Heineken's CEO, Jean-François van Boxmeer, called Vietnam the "poster child" for international beer thanks to strong demographics and growing demand....
- Five ways small brands can beat big players
- Pernod Ricard Q1 2017 results by region, brand
- Interview, Bulldog Gin CEO Anshuman Vohra, Pt II
- Interview, Bulldog Gin founder Anshuman Vohra
- The end is nigh for Global Travel Retail - Comment
- Stumbling UK Pound prompts Conviviality price hike
- Bacardi rolls out new Oakheart rum packs to US
- Edrington’s The Macallan 40 Year Old - NPD
- Seedlip eyes global growth with export deal
- Beam Suntory workers end Jim Beam strike
- Global gin insights - market forecasts, product innovation and consumer trends
- Global Scotch whisky insights - market forecasts, product innovation and consumer trends
- Global rum insights - market forecasts, product innovation and consumer trends
- Global Wine Market 2016-2020
- Global RTD insights - market forecasts, product innovation and consumer trends