Newly announced: Old Forester Signature

[Sijan]

Just got an email:

If you recognize this signature...

[George Gavin Brown signature]

you'll recognize the award–winning taste of Old Forester Signature. We've given the 100–proof _expression of Old Forester a new look in honor of our founder, George Garvin Brown.

Hand–picked from select barrels, Old Forester Signature is crafted using the same time–honored methods established more than 135 years ago. Mr. Brown's signature continues to stand for rich flavor and quality as it did when he signed his first bottle in 1870.

For more information about Old Forester and the 1870 Society, visit OldForester.com.

Your friends at Old Forester

[Sijan]

Image of the bottle: http://www.oldforester.com/email/signature_bottle.jpg

[jeff]

I've seen this in Lexington, but only in the 1.75's so far. Are they insinuating by "hand picked" that this is somehow better than the previous OF100? Probably marketing fluff.

[elkdoggydog]

"Hand-picked" sounds like a nice way of saying "we taste it before we bottle it, and we use our hands to do that." As long as they don't change the price, I'll keep it in regular rotation.

[hollywood]

You know, sounds good, but here in the midwest I can't get/find any of the special releases! Ohhh, the days of 'ole when I could get most anything....Not here!...Being the optimist-I'll keep my eyes peeled!

[cas]

It's unclear to me - is this just a new package for the 100 proof version or is this really a new product?

Craig

[TimmyBoston]

Dan or Jeff or anyone else,

Have you tried the signature and how does it compare to the previous release of OF 100, or is it eerily similar.

I really like the original, which I picked up on Jeff's reccomendation. (Thanks buddy) I hope this one is up to the standard.

[cowdery]

I'm such a dope. I've actually talked to Chris Morris about this a couple of times and haven't thought to ask the obvious question.

Why?

My best guess is that it's an example of the Brown-Forman way of doing things that is a little different than the way other people do them. For most, if they have multiple proofs that's all there is to it, here is such-and-such a brand at 80, 86, 90, 100, whatever. Brown-Forman is all about brands, so they want to make the 100 proof Old Forester more distinctive, a brand extension if not a separate brand, but more than just a proof difference.

As a matter of fact, too, it gives them the opportunity to give "Signature" a different profile beyond the proof difference, and that is where barrel selection comes into it.

Old Forester is so under-the-rader still that they can relaunch it and if they do it right (as BF is wont to do) it can come into the market as almost a new brand.

[gr8erdane]

Keep an eye on your local Lukas Superstore, they're the only place I've seen around ST Louis that carries both the 80 and 100 proof OFs. They might get the new one.

[Nebraska]

I stopped by a local place that carries a pretty good variety of Bourbon. One of their new additions was OF 100. They had just been carrying OF 86 before. I thought about picking one up until I noticed the self sticker. The OF 86 was about $9.95, OF 100 was about $34.95. Could that be right?

[smokinjoe]

I stopped by a local place that carries a pretty good variety of Bourbon. One of their new additions was OF 100. They had just been carrying OF 86 before. I thought about picking one up until I noticed the self sticker. The OF 86 was about $9.95, OF 100 was about $34.95. Could that be right?

Sounds more like a Birthday Bourbon price to me. Or, maybe that was the 1.75 price for the 100? Not sure about your area, but even at that, $34.95 sounds high for the 1.75.

JOE

[Nebraska]

It was on a 750ml, I checked the shelf tag too, it just said Old Forester 100 750ml.

[ratcheer]

I stopped by a local place that carries a pretty good variety of Bourbon. One of their new additions was OF 100. They had just been carrying OF 86 before. I thought about picking one up until I noticed the self sticker. The OF 86 was about $9.95, OF 100 was about $34.95. Could that be right?

Well, it should not be right. In Alabama, a very high tax/high price state, a 750 ml of OF 100-proof is around $18. $35 is way out of line.

Tim

[Nebraska]

LOL:lol: ...I just called back to the store to make sure I didn't make a mistake...I did. It actually was $36.99 and it is Old Forester 100 proof 750ml, Not BB, not plated in gold, not signature...

The young man on the phone informed me there was no mistake, they mark things up 20% across the board. I enlightened him, but apparently it was a bad phone connection (or age connection) because he informed me everything was computerized and that it was updated regularly.:slappin:

[ratcheer]

Ah, well I guess that explains it. Eveyone knows, the computer is always right. :horseshit:

Tim

[Sijan]

Has anyone seen/tasted the new OF Signature yet? I've been travelling all over lately and still haven't seen it.

[cowdery]

It's not really "new," just new packaging and positioning, and I have heard nothing about a price increase. It's a very good, well-made bourbon, about six years old, but if you are familiar with the OF 100, it's the same stuff.

That store definitely made a mistake on the price. Although Brown-Forman is not averse to taking price increases (they recently raised the price on Woodford), no way they would take that kind of increase on OF.

One thing I had not known about OF Signature, which I found interesting, is that it has a separate profile from the 86. The 86 is not just a more diluted version of the 100. Although they start as the same distillate, when barrels are selected and mixed they are treated like two separate brands.

In terms of brand management, I think Brown-Forman is way ahead of the rest of the industry. OF Signature is another example, cleverly giving the consumer (and retailer) a way to distinguish between the 86 proof and 100 proof expressions without referring to proof.

[wadewood]

In terms of brand management, I think Brown-Forman is way ahead of the rest of the industry. OF Signature is another example, cleverly giving the consumer (and retailer) a way to distinguish between the 86 proof and 100 proof expressions without referring to proof.

I know what this really means for Brown-Forman; in 2-3 years they will take OF Signature and lower the proof to 90, then 86, then to 80 while positioning it as higher shelf/price product.

[BourbonJoe]

I know what this really means for Brown-Forman; in 2-3 years they will take OF Signature and lower the proof to 90, then 86, then to 80 while positioning it as higher shelf/price product.

Ah, the old "Marketing 101" ploy. :horseshit:

Joe :usflag:

[Sijan]

Anyone seen this on shelves yet? If so, where?

[smokinjoe]

Anyone seen this on shelves yet? If so, where?

Saw it at Cork & Bottle in Covington, OH early August.

JOE

[jeff]

It's at all three Liquor Barns in Lexington, though I have still only seen the 1.75L.

[cowdery]

My assumption is that the distributors and retailers will push all of the old Old Forester 100 through the pipeline before they put the Signature out there, so it probably will appear at different times in different places, depending on how fast different places turn it over.

[Sijan]

My assumption is that the distributors and retailers will push all of the old Old Forester 100 through the pipeline before they put the Signature out there, so it probably will appear at different times in different places, depending on how fast different places turn it over.

Well, it'll be awhile in the DC area then. I'm not sure if anyone else here but me drinks the stuff.

[granola82]

I picked up a bottle of OF Signature in Frederick Maryland this weekend for $19.99. Haven't tried it yet but I noticed that a few folks were looking for it in the DC/MD/VA area. Interestingly, I've never seen the "regular" 100 proof OF around here.