Having talked with Chris Morris yesterday I was able to find out what they are basing their claim to the term "Bourbon" originating in Shippingport. For those who are not familiar with Louisville and its history, Shippingport is an Island in the Ohio in west Louisville. It was owned in the early 1800's by two French brothers - Jean and Louis Tarascon and their partner James Berthoud. They owned a very large mill and a warehouse. They also attracted a fairly large group of French immigrants from New Orleans to Shippingport. Goods coming down the Ohio would be unloaded in Louisville and carted to the warehouse so that the unladen boat could go through the rapids and over the falls without endangering the merchandise. It would then be loaded back on the boat, sometimes after repairs were made to the boat if it was damaged by the trip over the falls, and continue down the river.
There is a history of Shotgun House here in Louisville that states that this French connection brought Shotgun Houses into the city from New Orleans in the first decade of the 19th century. Brown-Forman is making their claim based upon Tarascon controlling freight going into their warehouses and using their connections with other French traders in New Orleans to market Kentucky whiskey with a Cognac taste and French name. Since many of the French people who came to New Orleans at that time were fleeing the chaos of the French Revolution, there was great sympathy for the French Monarchy - The Bourbon Monarchs. Naming the product for this Monarchy aided sales of whiskey in New Orleans.
This is an interesting theory and deserves some further research.