The Outlook is Bright
Champion of Them All
Joe Louis Kentucky Straight Bourbon was first released in 1952. It was distilled at the historic Old Joe distillery in Lawrenceburg, KY.
Trademark Returned
The trademark returned to the market at the outset of the pandemic in Michigan where despite the Covid-19 lock-down the retail launch set sales records with over 800 retail accounts in the first 60 days.
Back in the Ring
Joe Louis Bourbon was back in the ring in 2022 fully capitalized with new ownership, a knock-out sales and omni media marketing strategy crafted for success.
Distribution Plan
The brand will be distributed and relaunched in Kentucky, Michigan, Mississippi, Nevada, Missouri, and Louisiana in 2025, 12 markets in 2026, and 16 markets in 2027.
A Full Line of True American Spirits
Joe Louis Boubon will be extended to additional aging, flavored whiskeys, and a unqiue rye version.