According to the Wall Street Journal (Monday, July 29, 2002, page B10), Brown-Forman will invest $13 million in advertising Old Forester. There will be a limited edition bottling of Old Forester Birthday Bourbon on Sept. 2, the birthday of George Garvin Brown, founder. The advertising will run in outdoor-oriented magazines, according to the Journal. In addition, there will be an on premise promotion in upscale bars. The new ads start in August with a "Nothing Better" headling and will highlight the brand as America's First bottled bourbon.
Old Forester has barely 1% of the American whiskey market with 135,000 cases shipped in 2001 according to the newspaper while Jack Daniels Tenn. whiskey has a 28% share. (Actually the Journal refers to JD's share of the bourbon market but we all know that JD ain't bourbon).