What Old Forester does

Old Forester is a heritage bourbon and rye whiskey brand founded in 1870 in Louisville, Kentucky by pharmaceutical salesman George Garvin Brown, who created "America's First Bottled Bourbon" by sealing whiskey in glass bottles and signing each as a personal guarantee of quality. The brand is the founding property of Brown-Forman Corporation (NYSE: BF.B) and operates as a wholly-owned brand subsidiary, with production at the $45 million, 70,000 square foot Old Forester Distilling Co. on Louisville's Whiskey Row — the only downtown distillery with a fully operational on-site cooperage — adding approximately 100,000 proof gallons of annual capacity and roughly 900 barrels aging on-site.

The product portfolio spans core bourbon (86 Proof, 100 Proof), the Whiskey Row historical series (1870, 1897, 1910, 1920, 1924), the annual vintage-dated Birthday Bourbon, the experimental 117 Series, the President's Choice single-barrel program, a Kentucky Straight Rye (and Single Barrel Rye), and ready-to-drink Mint Julep. Spirits are priced from $22.99 (Rye) to $129.99 (Birthday Bourbon), with premium experiences at the Louisville distillery (tours at $32 up to $1,000 exclusive tastings). Distribution combines global wholesale reach through Brown-Forman's network across more than 170 countries, U.S. retail and on-site distillery gift shop sales, and direct-to-consumer e-commerce at shop.oldforester.com (spirits shipping currently limited to KY, NE, NH, ND, and Washington D.C.). Customers are primarily bourbon enthusiasts, collectors, and at-home consumers, with event and tourism partnerships (Churchill Downs / Kentucky Derby, Kingsman film tie-ins) serving as experiential marketing anchors rather than primary revenue channels.

Name

Old Forester

Legal name

Old Forester Distilling Company at Louisville, in Kentucky

Website

https://oldforester.com

Company type

Private

Founded year

1870

Operating status

Operating

Headcount range

11–50 employees

Short description

Old Forester is a Louisville, Kentucky-based bourbon and rye whiskey brand founded in 1870, operating as a subsidiary of Brown-Forman Corporation. It produces a tiered portfolio of heritage, core, and limited-edition spirits, distributing globally through wholesale, retail, DTC e-commerce, and on-site distillery experiences.

Ownership category

akta.pro rank

Product category

Bourbon Whiskey

NAICS

Distilleries (312140), Beer, Wine, and Liquor Retailers (445320), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (42482)

SIC

Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro primary industry

Spirits Distilling & Brands (CRADAIAC)

Keywords

• Bourbon whiskey
• Rye whisky
• Distilled spirits
• Distillery tours
• Whiskey merchandise

Headquarters

HQ city

Louisville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Spirits Sales: Core revenue from sale of bourbon and rye whiskey products across multiple expressions including core range (86 Proof, 100 Proof), Whiskey Row Series, Birthday Bourbon, 117 Series, Single Barrel Program, and Rye variants. Products sold at suggested retail prices ranging from $22.99 to $129.99.
2. Merchandise and Consumer Goods: Sale of branded merchandise including glassware, barware, apparel, confections (Bourbon Cherries, Vanilla Soap, Bourbon Vanilla Candle, Eau de Parfum), and cocktail provisions (syrups, bitters).
3. Experiences and Tours: Revenue from distillery tours ($32), cocktail classes ($65), barrel pick experiences ($175), and premium events like President's Choice evenings ($1000).

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels7 records

Core offering

Old Forester manufactures and sells bourbon and rye whiskey across core expressions, the Whiskey Row historical series, limited editions (Birthday Bourbon, President's Choice, 117 Series), and rye variants. The brand also sells branded merchandise (glassware, apparel, confections) and operates paid distillery tours, cocktail classes, barrel-pick experiences, and premium tasting events at its Louisville Whiskey Row distillery, with direct-to-consumer spirits e-commerce shipping limited to Kentucky, Nebraska, New Hampshire, North Dakota, and Washington D.C.

Product overview

Old Forester is a bourbon whiskey brand founded in 1870 by George Garvin Brown, known as 'America's First Bottled Bourbon.' The product portfolio centers on bourbon whiskey offerings across multiple tiers: core standard expressions (86 Proof, 100 Proof), the Whiskey Row Series (1870 Original Batch, 1897 Bottled in Bond, 1910 Old Fine Whisky, 1920 Prohibition Style, 1924 10 Year Old) commemorating historical brand milestones, limited editions including Birthday Bourbon (annual September release since 2002), President's Choice (president-selected single barrels), and the experimental 117 Series (warehouse-specific and manipulation-driven releases). Rye offerings include the standard 100 Proof Rye and Single Barrel Rye variants. Ready-to-drink products include Mint Julep. Beyond spirits, Old Forester offers Cocktail Provisions (bitters, syrups, tinctures developed with Bourbon Barrel Foods), merchandise (glassware, apparel, accessories), and distillery tourism experiences. The brand operates from its historic Louisville distillery on Whiskey Row, featuring an on-site cooperage, and sells spirits online with shipping limited to specific states.

Differentiator

Problem solved

Functional benefit

Brands

• Birthday Bourbon: Limited annual vintage-dated bourbon released on September 2nd to commemorate founder George Garvin Brown's birthday. First released in 2002, it is the first vintage-dated bourbon in the industry.
• Whiskey Row Series
• 117 Series
• President's Choice
• Cocktail Provisions

Products and services

• Old Forester 86 Proof Classic bourbon expression introduced in 1959 to provide a lighter-bodied bourbon for the growing cocktail culture, bottled at 86 proof.
• Old Forester 100 Proof Higher-proof standard bourbon expression offering more intensity and flavor depth, bottled at 100 proof.
• Old Forester 1870 Original Batch Whisky Small batch bourbon pulling from three distinct warehouses, referencing founder George Garvin Brown's original batching process from three nearby distilleries.
• Old Forester 1897 Bottled in Bond Whisky Small batch bourbon from one distilling season and one distilling year, aged in a federally bonded warehouse for a minimum of four years, compliant with the U.S. Bottled in Bond Act of 1897.
• Old Forester 1910 Old Fine Whisky Double-barreled bourbon expression commemorating a 1910 bottling line fire; mature whisky was stored in a second barrel, creating the first documented double-barreled whisky, presented at 93 proof.
• Old Forester 1920 Prohibition Style Whisky Represents the barrel strength of the Prohibition era when Old Forester was one of ten companies nationally granted a permit to continue being sold as medicinal whiskey.
• Old Forester 1924 10 Year Old Whisky Fifth installment in the Whiskey Row Series. A 10-year-old age-stated bourbon at 100 proof with a new mash bill (79% corn, 11% rye, 10% malted barley) commemorating Old Forester acquiring barrels from closed distillers in 1924 during Prohibition.
• Old Forester Birthday Bourbon Annual limited release created to mark founder George Garvin Brown's birthday on September 2. First vintage-dated bourbon in the industry, launched in 2002, selected by Master Distiller and Master Taster from barrels representing one day's production.
• Old Forester President's Choice Bourbon Single barrel expression of Old Forester's most exceptional barrels, selected by the president of Old Forester, referencing prior iterations dating back to 1890. Typically aged eight years at 110-120 proof; suggested retail price $89.99.
• Old Forester Single Barrel 100 Proof Single barrel bourbon bottled at 100 proof, offering consistent Old Forester character with warehouse-specific variations.
• Old Forester Single Barrel Barrel Proof Unfiltered, barrel-strength single barrel bourbon offering the raw, concentrated expression of Old Forester.
• Old Forester Single Barrel Rye Barrel strength iteration of Old Forester Rye, presented unfiltered. First barrel strength iteration of the rye recipe since the original 100 proof release.
• Old Forester Rye Whisky Kentucky Straight Rye Whisky with mash bill of 65% Rye, 20% Malted Barley, 15% Corn. Inspired by historic Normandy Rye recipe acquired in 1940. Presented at 100 proof, priced at $22.99.
• Old Forester Mint Julep Pre-mixed Mint Julep cocktail at 30% Alc./Vol., offering the classic Kentucky Derby cocktail experience.
• 117 Series Limited expression lineup debuted in Spring 2021, directed by Master Taster Jackie Zykan, showcasing experimentation and innovation through specific warehouse selections, barrel manipulations, and deconstructed blends. Releases 2-3 times annually, primarily available at Old Forester Distillery and select retailers. Bottled at 110 proof for $49.99.
• Old Forester Statesman Bourbon Special expression that debuted in the 20th Century Fox film Kingsman: The Golden Circle. Based on the Statesman organization in the film, set in Louisville, Kentucky.
• Old Forester King Ranch Edition Special edition bourbon expression created in collaboration with King Ranch.
• Old Forester Cocktail Provisions Collection of cocktail ingredients created in partnership with Bourbon Barrel Foods, including bitters (Bohemian Bitters: Cherry Tobacco; Smoked Cinnamon Bitters: Baking Spice & Smoke; Hummingbird Bitters: Citrus & Floral), syrups (Perfect Old Fashioned Syrup, Oleo-Saccharum Syrup), and Salt and Pepper Tincture.
• Old Forester Merchandise Curated collection of barware, glassware (Old Forester Mixing Glass, Double Old Fashioned Glass, Glencairn), apparel (hoodies, crewnecks, t-shirts, hats), confections, candles (Bourbon Vanilla Candle), soap (Bourbon Vanilla Soap), fragrances (Eau de Parfum - Bourbon Vanilla), bar accessories, and gifting items. Spirits shipping limited to Kentucky, Nebraska, New Hampshire, North Dakota, and Washington D.C.
• Old Forester Distillery Tours and Experiences Guided tours of the distillery at 119 W. Main Street in Louisville, Kentucky. Experiences include Old Forester Tour ($32), Goodness Never Varies ($85), cocktail classes such as Mint Julep, Manhattan, Perfect Old Fashioned, and Espresso Martini ($65), Single Barrel Experience ($175), President's Choice Tasting ($100), and An Evening with President's Choice ($1000). Distillery includes George's Bar and gift shop.

Quantifiable outcome

• Birthday Bourbon expressions consistently receive high critical acclaim including Outstanding ratings from International Wine and Spirits Competition, Extraordinary recommendations from Ultimate Spirits Challenge, and multiple Gold Medals at competitions
• +1 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Six partnerships are on record, tiered flagship, minor and core.

• Churchill DownsflagshipGTM or Marketing Partner · 23 April 2026Old Forester is a brand partner at Churchill Downs for the Kentucky Derby, featuring immersive activations. Also serves as 'Official Mint Julep of the Kentucky Derby' and title sponsor of the Old Forester Turf Classic race. The partnership includes presence across beauty, food and beverage categories at major Derby events.
• WhiskeyLand (Balas Brothers)minorStrategic or Co-development Partner · 15 January 2026WhiskeyLand documentary series created by the Balas Brothers featuring Old Forester's 156-year history, coinciding with the return of Old Forester 1924 bourbon to market.
• Elmer Lucille Allen EstateminorStrategic or Co-development Partner · 14 November 2025Old Forester honored Elmer Lucille Allen, the first African American chemist at Brown-Forman, with a special single barrel release at the Old Forester Distillery. Allen signed bottles and met bourbon enthusiasts at the special event.
• Bourbon Barrel FoodscoreStrategic or Co-development Partner · 18 January 2018Louisville-based Bourbon Barrel Foods partnered with Old Forester Master Taster Jackie Zykan to create Cocktail Provisions - a collection of three bitters, two syrups, and one tincture. Bourbon Barrel Foods is America's only soy sauce microbrewery, established 2006, using bourbon barrels in craft production.
• Vendome Copper and Brass WorkscoreTechnology or Integration · 5 August 2017Louisville-based Vendome Copper and Brass Works produced the 24-inch wide, 44-foot tall copper column still for Old Forester Distilling Co., weighing 4,700 lbs. The still was transported down Main Street and installed at the distillery.
• Marv Films and Twentieth Century FoxflagshipStrategic or Co-development Partner · 1 May 2017Groundbreaking partnership for product placement of Old Forester Statesman expression in the Kingsman: The Golden Circle film. The Statesman brand in the film is based on Old Forester's Kentucky heritage and bourbon-making identity, with characters portrayed as master distillers.

Scale indicators7 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Woodford Reserve: Premium Kentucky bourbon brand owned by Brown-Forman, the same parent as Old Forester. Direct comparable across heritage storytelling, premium price points, Whiskey Row-style historical expressions, distillery tourism (Versailles, KY), and limited-edition programs.
• Maker's Mark: Iconic Kentucky bourbon brand (Beam Suntory) with similar premium positioning, red-wax heritage branding, distillery tourism in Loretto KY, and tiered expressions spanning core to limited releases. Directly competes on retail shelf and in the bourbon enthusiast segment.
• Four Roses: Kentucky bourbon with deep heritage, multiple proprietary recipes, single-barrel and limited-edition programs, and distillery tourism in Lawrenceburg KY. Closely comparable in vintage-dated and limited-release strategy to Old Forester's Birthday Bourbon and 117 Series.
• Wild Turkey: Kentucky bourbon brand (Campari Group) with deep heritage, traditional production in Lawrenceburg KY, distillery tourism, and a tiered portfolio including Russell's Reserve limited editions. Comparable in heritage positioning and premium Kentucky bourbon competition.
• Bulleit Bourbon: High-rye frontier-style bourbon (Diageo) competing in the same premium Kentucky bourbon segment with strong bar and on-premise presence. Comparable in price-point positioning and contemporary craft-while-heritage branding approach.
• Knob Creek: Small-batch bourbon from Beam Suntory, part of the Jim Beam Small Batch Collection, with a strong heritage and craft-production positioning. Direct comparable in bourbon enthusiast segment and on-premise cocktail culture competition.
• Buffalo Trace: Highly allocated Kentucky bourbon (Sazerac) famous for its Antique Collection and limited releases. Directly comparable on limited-edition scarcity dynamics, collector demand, and distillery tourism — and an active competitor for Birthday Bourbon allocations.
• Evan Williams (Heaven Hill): Kentucky bourbon brand from Heaven Hill, one of the largest independent spirits producers, with strong Kentucky heritage, multi-tier product portfolio, and Bourbon Trail tourism. Comparable in Kentucky bourbon heritage storytelling and broad price-tier strategy.
• Jim Beam: Largest-selling Kentucky bourbon (Beam Suntory) with deep heritage, broad portfolio including Booker's, Basil Hayden's, and Baker's. Comparable across bourbon heritage positioning and core price-tier competition, though scale and breadth exceed Old Forester.

Broad incumbents

• Jack Daniel's: Flagship American whiskey brand of Old Forester's parent Brown-Forman, and the world's best-selling American whiskey. Not a direct bourbon competitor (Tennessee whiskey), but highly relevant as a sibling Brown-Forman portfolio brand competing for the same consumer occasions and distillery tourism audiences.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/oldforester
• YouTubeyoutube.com/channel/UCkksXY6QDxyMur-5B5hTjYw
• Facebookfacebook.com/oldforester
• Instagraminstagram.com/oldforester
• Pinterestpinterest.com/oldforester
• LinkedInlinkedin.com/company/old-forester

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Old Forester