CROWN ROYAL HONORS NEW ORLEANS WITH LIMITED-EDITION STARTER SUPER BOWL LIX SATIN JACKET INSPIRED BY THE HISTORIC CITY

The Official Whisky Sponsor of the NFL taps New Orleans Legends Juvenile and Mannie Fresh and more to drive generosity and pay homage to the city ahead of the Big Game

NEW ORLEANS, Jan. 29, 2025 -- All NFL season long, Crown Royal has brought its spirit of generosity to NFL stadiums and cities nationwide with the first ever Crown Royal Rig Tour. Now, the Official Whisky Sponsor of the NFL is headed to New Orleans for Super Bowl LIX, where Crown Royal will debut its partnership with one of the most iconic sports apparel companies in the world, Starter. The collaboration will showcase the shared legacy of the two brands, commemorating Super Bowl LIX in the vibrant city of New Orleans.

Two heritage brands, Crown Royal and Starter have seamlessly merged to celebrate the unique spirit of New Orleans through the limited-edition Crown Royal x Starter NFL Super Bowl LIX Satin Jacket - exclusively available in New Orleans over Super Bowl LIX weekend. The jacket features key details that mark this moment in time:

• The collectible piece boasts a satin black body, adorned with the iconic Crown Royal logo and NFL shield on the front chest.
• In classic Starter fashion the jacket features two unique patches on the left upper sleeve both dedicated to memorialize the 2024 Crown Royal Rig Tour. 
• The back showcases the Official Super Bowl LIX logo, featuring Mardi Gras-inspired red, green and gold colored patterns that evoke the designs of the French Quarter's balcony ironworks.
• Complete with a special design that champions the host city, New Orleans, written in elegant script and a gold embroidered outline of Louisiana.
• Finished with a subtle nod to the Award-Winning Whisky's legendary iconography, the Crown Royal crown.

More than just a game-day style statement, the jacket symbolizes a commitment to giving back, with net proceeds* benefiting the Foundation for Louisiana†. The nonprofit invests in communities and ideas, builds partnerships, and transforms policies and systems for an equitable, stronger Louisiana, emphasizing Crown Royal's deep-rooted commitment to generosity within the community.

To debut the collaboration, Crown Royal has enlisted legendary icons that embody the spirit of New Orleans. The brand tapped New Orleans Legend and Rapper Juvenile to unveil this iconic piece in a stunning setting reflective of the city. Ahead of the Big Game, Hip Hop luminary Mannie Fresh will join in on the celebration at the Starter House. For one night only, the Starter House will showcase this one of a kind piece alongside the city's rich musical heritage featuring a private performance from Mannie Fresh and Juvenile in the heart of the French Quarter.

"New Orleans is a part of my identity. Partnering with Crown Royal to drop these jackets is all about celebrating what makes this city so special," said Juvenile. "These jackets are only available in New Orleans, so make sure you get one while you can and rep New Orleans."

The Limited-Edition Crown Royal x Starter NFL Super Bowl LIX Satin Jacket will be available to purchase only at the Starter x NFL Shop Presented by Visa at 333 Canal Street in New Orleans, 2/5 – 8/2025, for an SRP of $250 plus tax, while supplies last.

"For the past four years, our 'Kick Off with Crown' program has continued to build and support local communities, and this Super Bowl is no different," said Jesse Damashek, Sr. Vice President North American Whiskeys at Diageo. "We're thrilled to collaborate with an iconic brand like Starter to create a one-of-a-kind piece of Super Bowl memorabilia that pays tribute to the city of New Orleans and make a lasting impact through our support of the Foundation for Louisiana."

Join the Celebration in New Orleans
The celebration of New Orleans will continue right up to the Big Game when the Crown Royal Rig sets up shop for the ultimate Super Bowl LIX experience – the Crown Royal Station. The high-energy tailgate is designed to immerse fans 21+ in a curated experience filled with local flavors, and legendary talent, including surprise appearances from NFL Legends and performances from Tank & The Bangas, Big Sam's Funky Nation and more local artists, that will showcase and celebrate the unmistakable spirit of New Orleans.

At the heart of the Crown Royal Station is generosity; guests will have the opportunity to participate in the Purple Bag Project, where every bag packed with wellness essentials will trigger a $1 donation† to the Foundation for Louisiana. Those who can't visit the Crown Royal Station in-person will have a chance to join in on the generosity by commenting a crystal ball emoji on a special Crown Royal Instagram story, where every qualifying comment‡ 2/8 - 2/9 11:59PM CT will trigger a $1 donation to the Foundation for Louisiana†. Follow @crownroyal on Instagram for more details!

Fans 21+ can sign up for the Crown Royal Newsletter HERE to learn more about the Crown Royal Station.

On Super Bowl Sunday, Crown Royal will head down to Caesars Superdome and drum up excitement ahead of the Big Game at NFL Gameday Experience with the Crown Royal Locker Room. Combining the thrill of game day with the signature taste of Crown Royal, guests 21+ can enjoy delicious Crown Royal Blackberry and Deluxe cocktails and partake in photo moments with co-branded gear, jerseys, helmets, and the brand's iconic purple bags.

Crown Royal invites fans 21+ to raise a glass to all those who help make your game day great. No matter how you celebrate the Super Bowl, please drink responsibly.

*"Net Proceeds (I.e., sales – expenses) of  purchases of the Crown Royal x Starter NFL Super Bowl LIX Satin Jacket at Starter x NFL Shop Presented by Visa. Purchase not tax deductible.

†Donation made by Diageo Americas, Inc. Amount of Donation calculated based on combination of Crown Royal x Starter Jacket sales, consumer participation in Purple Bag Project at Crown Royal Station and qualifying comments made on Crown Royal Instagram story. Maximum Donation: $50,000. the Foundation for Louisiana, 2022 St. Bernard Avenue, Suite 122B New Orleans, LA 70116; https://www.foundationforlouisiana.org.

‡Only persons 21 years or older may post a comment. To result in donation of $1, comment must not violate 3rd party rights; advocate irresponsible or underage drinking or other inappropriate conduct; state or imply that alcohol beverage consumption is acceptable before or while engaging in any activity requiring a high degree of alertness or concentration (for example, driving a vehicle); refer/depict any person who is under 21; include hate speech of any kind; or otherwise reflect adversely on the CROWN ROYAL brand. Such determinations will be made by Diageo Americas, Inc. in its sole discretion.  

About Crown Royal
Crown Royal Canadian Whisky is the number-one selling Canadian whisky brand in the world and has a tradition as long and distinctive as its taste. Specially blended to commemorate a grand tour of Canada made by the King and Queen of Great Britain in 1939, Crown Royal's smooth and elegant flavor was an exceptionally generous gift fit for royalty. Its gift-worthy presentation reflects its regal origins – it is considered the epitome of Canadian whisky. For more information, visit crownroyal.com. Crown Royal encourages all consumers to please enjoy responsibly.

About Diageo North America
Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Casamigos, DeLeon and Don Julio tequilas, Captain Morgan, Baileys, Tanqueray and Guinness. Diageo is listed on both the New York Stock Exchange (NYSE: DEO) and the London Stock Exchange (LSE: DGE) and their products are sold in more than 180 countries around the world. For more information about Diageo, their people, brands, and performance, visit www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice. Follow on Twitter and Instagram for news and information about Diageo North America: @Diageo_NA.

About Starter
Launched in 1971, Starter, one the most iconic, innovative and authentic licensed sports apparel companies in the world, has changed the face of the sports apparel industry forever. Through licensing deals with every major American sports league, the Starter S and Star completely connect the fan, the team and the player and allow the fan to "wear what the pros wear."

About Foundation For Louisiana:
Foundation for Louisiana (FFL) is a social justice philanthropic intermediary founded in 2005 as the Louisiana Disaster Recovery Foundation to invest in the immediate recovery of Louisiana's communities after Hurricane Katrina. While FFL was founded in the wake of Hurricane Katrina, our founders recognized the need to address the longstanding inequities that have shaped life outcomes for the most marginalized of Louisianans. Our programs grew in response to these needs, and today FFL focuses on racial justice, climate justice, criminal justice reform, economic justice, gender justice, and support for Louisiana's vibrant arts and culture. Learn more at foundationforlouisiana.org

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Enter The MaltyVerse: Where Rare Whisky Meets Comic Adventure

The MaltyVerse combines rare, premium whiskies with immersive storytelling, inviting collectors to enjoy exclusive spirits and get lost in a thrilling comic universe

NEW YORK, Jan. 29, 2025  -- The MaltyVerse, from the team behind Barrel Global, invites whisky connoisseurs and storytelling enthusiasts to embark on an unparalleled journey where the worlds of premium spirits and immersive storytelling collide. At the heart of the MaltyVerse is a collection of limited-edition whiskies, each paired with a unique story and comic artwork from illustrator Carl Harrison that elevates the experience of every pour. From Scotland's storied distilleries to the heart of Kentucky's bourbon trail, these spirits are handpicked for their rarity, craftsmanship, and ability to transport the drinker into another world.

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The story of the MaltyVerse is based 100 years in the future where whisky has become a commodity as rare as diamonds and gold. The villains in the MaltyVerse called Droom's are headed by Mr. Neat who are constantly scheming to steal the rare bottles of whisky while the ABV (Agency of Barrel Vigilance) led by Agent W work tirelessly to protect the universe's most rare liquid. As time goes on, the universe will expand with more characters inspired by other spirits including tequila, mezcal, and rum.

 

"I've always loved creating stories and I'm incredibly proud to share the MaltyVerse with the world, the first original comic universe tied to whiskey," says founder George Koutsakis. "There are a lot of great great whiskeys out there, and many great independent bottlers. I wanted to bring a new layer of enjoyment to the whole experience."

With intricate designs and limited production runs of only a few hundred bottles, the MaltyVerse each release integrates flavor with fiction, offering a unique take on whisky collecting. The newest MaltyVerse releases called "MaltyVerse Scenes" features one comic scene per bottle and include:

• MaltyVerse x Green River Distillery (6-year-old) - The MaltyVerse brings Green River Distillery's "A Wreck in Kentucky," which offers a bold 6-Year-Old Bourbon that embodies the resilience of this historic distillery which was founded in 1885 and restored recently restored to its former glory. This release showcases a masterful balance of flavors, making it a standout among collectors. Scenes are available via QR code.
• MaltyVerse x MB Roland Distillery (5-year-old) - The MaltyVerse brings MB Roland Distillery's "No Pressure Whiskey," a 5-Year-Old Bourbon with a robust, locally inspired profile. Nestled in Pembroke, Kentucky, MB Roland is celebrated for its artisanal approach, using food-grade white corn and local ingredients to craft spirits with undeniable character. With this release, The MaltyVerse highlights the innovation and tradition that define Kentucky's craft distilling community. Scenes are available via QR code.

Additional offerings and accompanying stories from The MaltyVerse Agent W Series include:

• Cambus Distillery (30-year-old) - The coveted Cambus 30-Year-Old Single Cask Whisky takes center stage in a thrilling tale, Agent W and the Secret Auction, where a rare bottle is stolen during an elite event, setting off a high-stakes chase. This Scotch whisky, aged to perfection, boasts unparalleled depth and complexity, with notes that speak to its remarkable craftsmanship. This release comes with a printed comic book for collectors to enjoy and save.

As the universe expands, collectors gain opportunities to share stories and experiences while engaging with others who appreciate rare whiskies and creative storytelling.

Bottles can be purchased directly on the MaltyVerse E-Commerce website here: https://www.maltyverse.com/ & can be shipped to 42 states.

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Penelope Bourbon expands its award-winning portfolio with Wheated

New expression's proof and price points make it a quality everyday bourbon for all

ST. LOUIS, Jan. 29, 2025 -- Penelope Bourbon introduced a new addition to its Core Series of bourbons with Penelope Wheated Bourbon. The latest innovation expands the Penelope lineup with an approachable wheated bourbon that delivers on versatility due to its proof and price points. Penelope Wheated is bottled at 95 proof (47.5% ABV) and available nationwide in February at a suggested minimum retail price of $39.99.

As the fifth core expression in Penelope's Core Series, Wheated Bourbon diversifies the portfolio that includes award-winning Architect, Barrel Strength, Four Grain and Toasted. Wheated complements the existing expressions with a profile that strikes the balance between robust flavor and smooth drinkability.

"Wheated bourbons are more popular than ever, and we think we hit the mark with this one, from flavor to proof to price," said Michael Paladini, Penelope founder and vice president of strategy for MGP. "It'll be a welcomed addition to our core line up."

With a carefully balanced mash bill of 74% corn, 16% wheat, 7% rye and 3% malted barley, Wheated delivers a rich, sweet character with a smooth finish. The touch of rye adds just the right hint of spice, resulting in an inviting bourbon with depth and complexity. Wheated opens with aromas of light oak, sweet corn, apple and pear; and includes flavors of vanilla, honey, caramel apple and hints of orange zest. The finish features lingering brown sugar, toasted oak and a touch of cinnamon spice.

"Wheated is the perfect addition to the Core Series portfolio," said Danny Polise, Penelope founder and master blender. "With its 95 proof point, Wheated brings full-bodied depth and complexity. A balance in blending we've been looking forward to releasing."

A product locator for the Penelope family of bourbons can be found here.

ABOUT PENELOPE BOURBON
Founded in 2018, Penelope Bourbon has become one of the country's fastest-growing whiskey brands. Named after founder Michael Paladini's daughter, Penelope Bourbon offers a range of uniquely blended and finished straight bourbon and rye whiskey expressions, known for their smoothness and rich flavor, perfect for sipping neat or mixing in cocktails.

Penelope's core expressions, including Four Grain, Barrel Strength, Architect, and Toasted Bourbon, have won more than 40 awards across the spirits industry. In 2024 alone, Penelope won Double Gold at the San Francisco World Spirits Competition for Barrel Strength and Toasted Rye, alongside innovation awards for limited releases such as Rio.

Penelope Bourbon continues to innovate within its Cooper Series, Limited Releases, and Estate Collection, further establishing its place among the top premium whiskey brands. Today, Penelope is available in 49 states and seven countries, proving that with passion, dedication, and love, anything is possible.

For more information, visit penelopebourbon.com or follow us on social media @penelopebourbon (Instagram/Facebook).

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Michter's Adds to Its Legacy Series With First Release of Bomberger's PFG™: Kentucky Straight Bourbon Finished in Precision Fine Grain Oak Barrels

LOUISVILLE, Ky., Jan. 28, 2025- The year 2025 marks the first release of Bomberger's PFG^™ (Precision Fine Grain) Kentucky Straight Bourbon. "Over the years, our flagship Bomberger's Declaration Bourbon has always had a rich, bold nature that I love. This new Bomberger's PFG^™ release continues our efforts to further experiment with Bomberger's and push the boundaries of American whiskey. It's a wonderful expression with great texture and a remarkable spectrum of rich, full flavors resulting from our team's thoughtful exploration of wood science under very specific conditions," commented Michter's Master Distiller Dan McKee.

Bomberger's PFG^™ is made by first aging Kentucky Straight Bourbon in a new toasted and charred American oak barrel. After full maturation, the Kentucky Straight Bourbon is removed from the first barrel and placed in a second new, custom, proprietary toasted and charred French fine grain oak barrel of the most exacting specifications. These barrels are toasted at a tightly defined temperature range for a precise period of time before they receive a select charring. The whiskey is matured in these second barrels before being dumped into small batches that undergo our signature filtration prior to bottling at 100.2 proof (50.1% ABV).

The Bomberger's PFG^™ finishing barrel is a blend of wood from various origins, including the revered Tronçais, Allier, Nevers, and Vosges forests. It is constructed from wood that has been naturally air dried outdoors for a minimum of 40 months in France near the Charente River, which has a unique seasoning environment influenced by humidity, microflora creation, climate, wind direction, and elevation. After this seasoning, the staves are hand selected to construct the Bomberger's PFG^™ finishing barrels.

The focus is to be precise at every step of the Bomberger's PFG^™ production process. Michter's Master of Maturation Andrea Wilson remarked, "The result is a medley of engaging aromas from confectionary to floral, a palate of beautifully integrated fruits and herbaceous notes with a full body and a luxurious, creamy texture that lingers with soft spice and chocolate."

The suggested retail price in the U.S. for a 750ml bottle of Bomberger's PFG^™ is $140.

With its Shenk's and Bomberger's Legacy release whiskeys, Kentucky Michter's honors the heritage of the Pennsylvania distillery founded as Shenk's in 1753 and renamed Bomberger's in the 1800's before becoming known as Michter's in the 20th century.

For more information about Michter's, please visit michters.com, and follow us on Instagram, Facebook, and X.

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KNOB CREEK® AND ELI MANNING TEAM UP TO ELEVATE BIG GAME CELEBRATIONS WITH BOLD PICKS ON THE FIELD AND IN YOUR GLASS

Bold Picks celebrates those who boldly stick to their standards and drink what tastes right with a limited-edition Knob Creek^® Single Barrel Bourbon, hand-selected by football legend, Eli Manning.

CLERMONT, Ky., Jan. 23, 2025 -- As excitement builds for the 2025 Big Game, Knob Creek^®, an original offering of The Small Batch Bourbon Collection™ and leading American Whiskey, is proud to partner with football legend and New Orleans native, Eli Manning, to introduce Knob Creek^® Bold Picks. To inspire fans to make confident choices, stick to their standards, and savor the perfect pour during the Big Game, Knob Creek^® and Eli Manning introduce ELI MANNING'S 2025 BOLD PICK, a limited-edition Knob Creek^® Single Barrel Bourbon available in select markets nationwide.

 

Just as Eli Manning's bold moves have defined unforgettable moments on the field, Knob Creek's^® bold, full-flavored bourbon elevates celebrations worth savoring. During the Big Game, while some fans reach for the usual, this limited-edition offering honors those who stay true to their own bold picks—whether that means cheering for the underdog or enjoying a glass of Knob Creek^® to elevate the moment.

"As the founding house of Small Batch American Whiskey, our family knows bourbon as well as Eli knows football, so it is an honor to collaborate on this Knob Creek^® limited-edition ELI MANNING'S 2025 BOLD PICK release," said Eighth Generation Master Distiller, Freddie Noe. "It was a pleasure to welcome Eli to our campus and into the rackhouse, where, together, we developed a full-flavored single barrel bourbon that truly stands out. I'm confident football and bourbon fans will enjoy it as much as we do and I know it's a whiskey that would make my grandfather and Knob Creek founder, Booker Noe, proud."

Hand-selected by former professional quarterback and self-proclaimed bourbon fan, Eli Manning, alongside Eighth Generation Master Distiller Freddie Noe, ELI MANNING'S 2025 BOLD PICK is patiently aged for a minimum of nine years in American white oak barrels and bottled at 120 proof, offering a full-flavor liquid that showcases the unmatched quality and craftsmanship for which Knob Creek^® is known. With its complex balance of vanilla and oak, it delivers a rich and unforgettable tasting experience that will elevate game-changing occasions.

"I partnered with Knob Creek^® because it's my favorite bourbon. Every sip is full of rich, bold flavor, making it perfect for celebrating life's big moments and wins," said Manning. "Whether it's the 9-year-old in an Old-Fashioned or sipping 12-year-old neat for something a little more special, Knob Creek^® is always my go-to, and I'm excited for fans to try my single barrel bold pick."

Knob Creek^® Single Barrel Bourbon: ELI MANNING' S 2025 BOLD PICK is bottled with the following characteristics:

• Proof: 120
• Aroma: Rich vanilla and butterscotch, with subtle cherry and leather notes.
• Taste: Toffee and honey upfront, layered with dark stone fruits and dark chocolate hints.
• Finish: A spicy kick of cinnamon and black pepper, with brown sugar and espresso, leaving a lingering warm taste.

Leading up to the Big Game, Eli Manning will make bold, unapologetic picks around the last playoff games culminating in the Big Game. By celebrating underdog victories and game-winning moments, his picks embody the bold spirit of Knob Creek^®, inspiring fans to make daring decisions of their own. Fans can follow along on Instagram @KnobCreek for his latest insights.

For those looking to make their own bold picks, Knob Creek^® is offering a chance to win an exclusive experience at the Fred B. Noe Distillery, the homeplace of bold bourbon. The winner and three guests will go on a private tour to gain an inside look at the warehouse selection process and the craftsmanship behind Knob Creek's® renowned flavors, along with airfare, hotel, transportation, and a $1,000 gift card to the American Outpost gift store. Fans can enter the sweepstakes via https://boldpicks.prod.fooji.com/ until February 10, 2025. Entrants must be 21+.

Knob Creek^® Single Barrel Bourbon: ELI MANNING' S 2025 BOLD PICK is available for a limited time at local retailers in three key locations, with a suggested retail price of $59.99 for a 750mL bottle:

• The New York Metro area, where Eli built his legendary football career.
• New Orleans, Eli's hometown.
• Los Angeles, a beloved sports hub known for their bold spirit.

For more information about ELI MANNING'S 2025 BOLD PICK and Knob Creek's^® award-winning* bourbon and rye portfolios, please visit www.KnobCreek.com or visit us on Facebook and Instagram @KnobCreek.

About Knob Creek^® Bourbon
Knob Creek^® has set the standard for super-premium whiskey for three decades by crafting extraordinary full-flavored bourbon with a rich taste. Knob Creek^® bourbons and ryes are patiently aged to perfection in new, maximum charred American Oak barrels to impart the biggest and fullest flavor on their whiskey. No matter the expression, Knob Creek^® is crafted without shortcuts and embodies the pre-Prohibition style that founding distiller Booker Noe created in 1992. Since then, Knob Creek^® has lived up to such standards with the introduction of Knob Creek® Straight Rye Whiskey in 2012, and later on, Knob Creek^® Single Barrel Select Rye Whiskey. In recent years, Knob Creek^® announced the permanent addition of Knob Creek^® 12 Year Old Bourbon and launched three limited releases, Knob Creek^® 15 Year Old Bourbon, Knob Creek^® 18 Year Old Bourbon, and Knob Creek® Bourbon x Rye. Knob Creek has continued to build out its rye portfolio; the brand announced the addition of an age statement to its flagship rye whiskey, Knob Creek^® 7 Year Old Rye Whiskey, and released Knob Creek^® 10 Year Old Rye Whiskey.

About Suntory Global Spirits
As a world leader in premium spirits, Suntory Global Spirits inspires the brilliance of life, by creating rich experiences for people, in harmony with nature. Known for its craftsmanship of premium whiskies, including Jim Beam^® and Maker's Mark^®; Japanese whiskies, including Yamazaki^®, Hakushu^®, Hibiki^® and Toki™; and leading Scotch brands including Laphroaig^® and Bowmore®, Suntory Global Spirits also produces leading brands such as Tres Generaciones^® and El Tesoro^® tequila, Roku™ and Sipsmith^® gin, and is a world leader in Ready-To-Drink cocktails, with brands like -196™ (minus one-nine-six) and On The Rocks™ Premium Cocktails.

A global company with approximately 6,000 employees in nearly 30 countries, Suntory Global Spirits is driven by its core values of Growing for Good, Yatte Minahare and Giving Back to Society. The company's Proof Positive sustainability strategy includes ambitious goals and investments to drive sustainable change and have a positive impact on the planet, consumers and communities. Headquartered in New York City, Suntory Global Spirits is a subsidiary of Suntory Holdings Limited of Japan. For more information, visit www.suntoryglobalspirits.com and www.drinksmart.com.

*Further information on Knob Creek® awards can be found at www.knobcreek.com
Knob Creek^® Kentucky Straight Bourbon Whiskey, 60% Alc./vol. ©2025 James B. Beam Distilling Company, Clermont KY.

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Old Forester Announces Return of 117 Series: Extra Old

LOUISVILLE, Ky., Jan. 22, 2025 -- Today, Old Forester announces the return of Extra Old, a limited-edition whisky derived from an extra-long double-barreling process. This liquid was first released in February 2022 as an installment of the brand's acclaimed and limited-expression lineup, the 117 Series.

To create this unique expression, Old Forester aged its 1910 whisky in a secondary barrel for an additional 18 months, resulting in a rich flavor profile with pronounced caramel notes.

"This expression showcases the exceptional flavors that can come from the second barrel, and how we can layer the flavors we achieve from maturation through the double barreling process"

Master Taster Melissa Rift said. "Whisky lovers can taste the history captured in this bottle."

Old Forester 1910 is a coveted expression commemorating the October 22, 1910 distillery fire at 117 Main Street. A batch of mature whisky, ready to be bottled, was then re-barreled in new barrels so it could be removed due to the fire damage. What emerged from the re-barreling was a full-bodied whisky, remarkable enough to become an entirely new expression – Old Fine Whisky. For Extra Old, the brand left the 1910 whiskey aging in a secondary barrel and extracted a more heavily charred influence.

Tasting Notes:

AROMA: 
On the nose, this expression showcases chocolate covered cherries, burnt caramel and graham cracker with subtle notes of barrel smoke and creamy butterscotch

FLAVOR:
The palate is balanced and buttery with pops of spiced pear and apple as notes of chocolate and cinnamon graham cracker persist

FINISH: 
A balanced finish presents warm spiced cinnamon, apple skin and lightly charred oak creating a long and flavorful finish

Extra Old is bottled at 93-proof in a 375 ml bottle. A limited quantity will be available at Old Forester Distillery starting at 10 a.m. EST on January 22, 2025 and is available for shipping in states where it is legal (KY, NH, NE, ND, D.C.) atshop.oldforester.com It is also available at select Kentucky retailers. The manufacturer's suggested retail price is $64.99.

For more information on Old Forester, please visit OldForester.com.

About Old Forester Bourbon:
Old Forester is Brown-Forman's founding brand, founded in 1870 by George Garvin Brown. Brown believed Old Forester was so pure and consistent that he sealed it, signed it, and pledged, "There is nothing better in the market."

Please sip responsibly.
Old Forester Kentucky Straight Bourbon Whisky, 46.5% Alc. by Vol., Old Forester Distilling Company at Louisville in Kentucky. OLD FORESTER is a registered trademark. ©2025 Brown-Forman Distillery, Inc. All rights reserved.

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Sugarlands Named Official Moonshine of 2025 Ryder Cup, Launches New Co-Branded Cherry Limeade Product

Expanded Partnership with PGA of America Includes return of Lemonade Flavor for PGA Championship

GATLINBURG, Tenn., Jan. 22, 2025 - Sugarlands Distilling Company, renowned for its award-winning line of craft spirits, today announced its designation as Official Moonshine of the 2025 Ryder Cup, one of the most iconic sporting events in the world of golf. Sugarlands will release a limited-edition Ryder Cup-branded Cherry Limeade Moonshine to celebrate the partnership, now available at retailers nationwide.

Each limited-edition jar of Sugarlands Ryder Cup Cherry Limeade Moonshine celebrates the spirit of golf's premier competition between the United States and Europe. The 40-proof (20% alcohol/volume) moonshine combines ripe cherries' sweet and tart flavors with a zesty burst of fresh limes. The jar features the Ryder Cup logo displayed over an image of Bethpage Black, the legendary course that will host this year's event.

"The Ryder Cup is one of the most prestigious sporting events in the world, and becoming the official moonshine of this storied tournament is an important milestone for Sugarlands," said Patrick Sullivan, Sugarlands chief commercial officer. "Creating co-branded Ryder Cup and PGA Championship products allows us to celebrate the passion and camaraderie that make golf so special, and we're thrilled to share them with fans at both events and nationwide."

In addition to the Ryder Cup, Sugarlands is proud to become the Official Moonshine of both the PGA of America and the PGA Championship. Sugarlands will continue to produce its PGA Championship-branded Lemonade Moonshine, which it has produced since 2022.

"We are incredibly excited to expand our partnership with Sugarlands to include golf's greatest team event in 2025," said PGA of America Senior Director, Global Partnerships Luke Reissman. "The Ryder Cup Cherry Limeade Moonshine is sure to be a favorite among golf enthusiasts across the country, and we look forward to spectators enjoying Sugarlands' exceptional spirits at Quail Hollow and Bethpage Black."

The 107th PGA Championship occurs May 12-18 at Quail Hollow Club in Charlotte, North Carolina, while Bethpage Black in Farmingdale, New York, will host the 2025 Ryder Cup September 23-28. Sugarlands cocktails will be served on course throughout both events.

Both PGA Championship Lemonade Moonshine and Ryder Cup Cherry Limeade Moonshine are available at Sugarlands Gatlinburg Distillery, at retailers nationwide and online at Sugarlands.com. To find a Sugarlands retailer near you, visit FindMoonshine.com.

About Sugarlands Distilling Co.
Sugarlands Distilling Company is a craft distillery located in Gatlinburg, Tennessee. Founded in 2014, Sugarlands produces a full line of craft moonshines and sippin' creams with flavors like Mark Roger's American Peach Moonshine, Butter Pecan Sippin' Cream, Banana Pudding Sippin' Cream and Appalachian Apple Pie Moonshine. Sugarlands also produces Roaming Man Tennessee Straight Rye Whiskey, which has won multiple prestigious spirits awards, including Best Whiskey in the 2019 American Craft Spirits Association Awards and two Double Gold Medals at the esteemed San Francisco World Spirits Competition (2021 and 2023).

In 2022, Sugarlands launched High Rock Vodka with Dale Earnhardt Jr. and his wife, Amy Earnhardt. High Rock Vodka is distilled seven times and then triple-filtered using the Lincoln County Process.

Sugarlands' downtown Gatlinburg distillery welcomes more than one million guests each year. The distillery was voted the top craft spirits distillery tasting room in America by USA TODAY 10Best and is rated as TripAdvisor's number one thing to do in Gatlinburg and the world's top-rated distillery experience. A proud community supporter,

For more information, please visit www.sugarlands.com and follow Sugarlands on Facebook, Instagram and Twitter @SugarlandsShine.

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