Blog: Andy MortonA 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.

Sectors: Legislation, Spirits

Companies: Brown-Forman, Diageo

BLOG

How a visit to the dentist helped Muthar Kent get ahead in business

Want to know how to make it to the top of the beverage business? According to Muhtar Kent, it's all about the networking....

BLOG

What's on offer in the UK off-trade?

A red sticker to a shopper is like a red rag to a bull. And as the masses charge at the deals, UK off licences and supermarkets are finding new and novel ways to entice the herd. ...

NEWS

Diageo ditches Shui Jing Fang construction plans in China

Diageo has confirmed reports in the Chinese press that it will not go ahead with the construction of its planned Shui Jing Fang production site in Chengdu....

BLOG

Hennessy's time capsule is for the ages

To celebrate its 250th anniversary, Cognac brand Hennessy is trumpeting a virtual time capsule, making a parallel between it and a barrel of Cognac....

NEWS

Remy Cointreau introduces tamper-proof bottle for Remy Martin - video

Remy Cointreau is to introduce an anti-counterfeiting bottle for its Remy Martin Cognac brand in nightclubs in China. ...

BLOG

Monster Beverage Corp backs the right horse

Rarely do sponsorship deals pay off so quickly. ...

just-drinks homepage



Forgot your password?