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Brown-Forman extends Coopers’ Craft range

Brown-Forman has expanded its Coopers’ Craft Bourbon range at the same time as launching a new packaging design.

The Coopers’ Craft range has undergone a new packaging design

The newest addition to the Coopers’ Craft Kentucky Straight Bourbon range is a new 100 proof (50% abv) expression, called Coopers’ Craft Barrel Reserve.

Coopers’ Craft was first launched in 2016 as Brown-Forman’s first new Bourbon brand in 20 years. The brand celebrates the company’s 70 years of barrel making and wood expertise and marks Brown-Forman’s position as “the only major distiller that owns its own new barrel cooperage”, which was first established in 1945.

The original Coopers’ Craft Bourbon is aged in an American white oak barrel. The liquid then runs through a beech and birch charcoal filter finishing process.

The new Barrel Reserve Bourbon is aged in a chiselled and charred American white oak barrel that allows the whiskey to “interact more deeply with the wood”.

Barrel Reserve has hints of smoke and char, cinnamon, leather and citrus fruit on the nose. The palate has notes of caramel, cotton candy, apple, pear and citrus atop vanilla wafers.

“Kentucky Bourbon is famous around the world for its maturation in new, charred oak barrels,” said Brown-Forman master distiller Chris Morris.

“Consumers will be able to experience the distinctive taste that this tradition delivers in the only Bourbon that celebrates the barrel crafting art.”

The original expression also features a new label and navy logo, while maintaining the bottle’s rounded edges.

Barrel Reserve features a “more premium look” with square shoulders, light colour label, cork closure and strip seal with an image of the Brown-Forman cooperage.

The brand has also expanded into new markets with the original Coopers’ Craft launching in Ohio, Virginia and Pennsylvania in addition to its eight markets.

Barrel Reserve will launch in Alabama, Florida, Georgia, Kentucky, Louisiana, Mississippi, Ohio, Oregon, Pennsylvania, South Carolina, Tennessee, and Virginia.

Coopers’ Craft Barrel Reserve will be available at an RRP ranging from US$29.99 to US$32.99 for a 750ml bottle.

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