How Old Forester Ushered in the First Bourbon Boom

The boom is best visualized by this chart provided by the Distilled Spirits Council of the US (DISCUS). Here, you can see the stratospheric gains in whisky production.

Since the early 2000s, bourbon’s prominence on the market has led to increased “bourbon hunting.” People around the world travel to Kentucky searching for rare and unique whiskies that can’t be found anywhere else.

The reason for this fervor for bourbon is hotly contested: was it the introduction of single barrels? The “Mad Men” effect? Or was it the rise of cocktail culture and the introduction of the Bourbon Trail by Kentucky Tourism?

Whatever the case, it’s clear that one bourbon brand stands out as a key player in the Bourbon Boom: Old Forester.

A LEGACY OF FIRSTS

The history of Old Forester is the history of bourbon. Way back in the 1800s, bourbon was considered medicinal and sold in barrels. These barrels were unregulated and, since the buyer couldn’t see through the wood, sometimes filled with unappetizing and even dangerous substances.

That changed when George Garvin Brown sealed his bourbon in glass bottles with a promise: “This whisky is bottled by us only, and we are responsible for its purity and fine quality. Its elegant flavor is solely due to original fineness developed by age. There is nothing better in the market.”

The bottled bourbon changed everything. Once released, Brown inadvertently also created the first batched bourbon, meaning he sourced from three distilleries to maintain consistency. Old Forester Bourbon became a mainstay for both medicinal and recreational consumption.

With the passage of the Bottled-in-Bond Act of 1897, a new standard of quality was created for bourbon. “Old Forester had been bottling a standard bourbon,” says James Joseph, “but consumers were beginning to show their desire for Bottled-in-Bond products. We went out and bought our first distillery to ensure we were delivering the best product possible.”

Despite Prohibition closing most distilleries, Old Forester obtained one of six permits to continue selling bourbon for medicinal purposes. While many people may hold on to that tentpole and stop innovating, the team at Old Forester used their expertise to drive the market forward in new and exciting ways.

Old Forester became the brand of firsts. The first distillery to convert their production to high-grade alcohol to help war production in WWII. The first bourbon to create a decanter, just in time for the 1951 holiday season. And, with the introduction of President’s Choice in 1964, they became the first single barrel bourbon in the industry. With a legacy like this, it’s not hard to believe that Old Forester would be at the forefront of the biggest whisky boom in history.

OLD FORESTER USHERS IN THE BOURBON BOOM

In 2002, bourbon was enjoying a steady revenue stream propelled by enthusiasts and the recent resurgence of cocktail culture. With the 156th birthday of George Garvin Brown approaching, it felt right for Old Forester to share something unique and one-of-a-kind. Thus, an annual tradition was born: Old Forester’s Birthday Bourbon.

These exceptional bourbons are from the same vintage, or day, of barrelling. Before Birthday Bourbon, no other whisky company had released a vintage-dated bourbon. “This is one single day's distillation,” says James Joseph, “making it a very special and rare treat for our annual release.” By allotting a vintage, enthusiasts can taste how time, weather, and even specific warehouses can change the taste and body of bourbon. The mash bill and distillation process remain the same, yet the Birthday Bourbon continues to delight and surprise collectors and casual fans alike year after year.

Despite what the release of Birthday Bourbon would become, in 2002, it was released to little fanfare. Yet, whispers of this extraordinary whisky started to spread. “Yes, it's true that upon its introduction there wasn't the same hype as we see today, says James Joseph, “but as time went on more and more consumers began to see what makes this expression so special.” Within a handful of years, a line commenced at the Old Forester distillery days before the September 2nd release. Old Forester’s creation of a vintage bourbon had started something unprecedented in the industry: a boom.

The distillers and tasters decided to take the excitement of the boom to the next level by launching the Whiskey Row series in 2014. For new and longstanding enthusiasts alike, this series offered a way to taste their way through history. Each expression represents a specific moment in Old Forester’s 150-year-old history: 1870 Original Batch Whisky, 1897 Bottled in Bond, 1910 Old Fine Whisky, and 1920 Style Prohibition Whisky. These releases, unsurprisingly, helped spur a new trend: whisky flights.

As you could probably guess by the DISCUS chart previously mentioned, the Bourbon Boom is far from over. The thirst for unique bourbons has only skyrocketed sales and allocations, with distributors, retailers and distillers alike seeing professional line holders on release days and a robust resellers market. While trends like waxed mustaches in cocktail bars may have moved on in this boom era, Old Forester’s storied legacy continues to inspire and innovate new ways of drinking whisky.

“We strive to continue offering new, innovative products that meet our loyal patrons standards,” says James Joseph. “The bourbon boom continues to grow and we're going to stay right there with it.”

Please Drink Responsibly. It Never Gets Old.

Old Forester is a registered trademark. ©2021 Brown-Forman Distillery, Inc.

Straight Bourbon Whisky, 43% ABV., Old Forester Distilling Company, Louisville, KY.