Step Right Up! Early Times® Releases Its First Flavored Spirit: Early Times Fire Eater

 Step Right Up! Early Times® Releases Its First Flavored Spirit: Early Times
                                  Fire Eater

Hot Cinnamon Flavored Spirit Evokes Turn of the Century Carnival Era

PR Newswire

LOUISVILLE, Ky., July 13, 2012

LOUISVILLE, Ky., July 13, 2012 /PRNewswire/ --Early Times® announces the
launch of Early Times Fire Eater - a hot cinnamon flavored spirit. A brand
with a history dating back to 1860 and known for its rich heritage, Early
Times Kentucky Whisky has released its first ever flavored spirit that is
reminiscent of the turn of the century carnival era.

(Photo:http://photos.prnewswire.com/prnh/20120713/CL38915)

Early Times Fire Eater combines the heat and spice of cinnamon liqueur with
aged Early Times whisky to craft a warm, inviting and smooth whisky character.
For enjoying as a shot, on the rocks or in a variety of cocktails, Early Times
Fire Eater offers cocktails like the 'Elephant Man' and the 'Stilt Walker' to
reflect various carnival acts.

"With Early Times Fire Eater we wanted to deliver a level of curiosity and fun
while ensuring the taste consumers have come to expect from Early Times," said
Therese McGuire, brand manager for Early Times. "One look at a bottle of Early
Times Fire Eater and you're taken back to a time when carnivals would travel
the country bringing astonishing acts of amazement to the community."

As the bottle suggests, Early Times Fire Eater evokes an old world carnival
feel and an exciting flavor experience. Additionally, the illustration of a
big top carnival tent encompasses the bottle with bold red and white stripes.

"Building on the theme of curiosity, vivid carnival imagery and language are
used on the packaging for Early Times Fire Eater," said McGuire. "A silhouette
of a carnival barker with an uplifted cane invites one to 'step right up'
while the side panel warns 'it is not for the timid' for a lighthearted
approach to this exciting product."

Early Times Fire Eater will initially be sold in select cities of Kentucky,
Indiana, Washington, Florida, Tennessee, South Carolina, Wisconsin and
California with more to follow in 2012. Each bottle is presented at 66 proof
with a suggested retail price of $14.99-$15.99 for a 750ml bottle.

Early Times Fire Eater Tasting Notes
Aroma: An aromatic blend of warm bakery cinnamon and creamy brown sugar with a
hint of cinnamon stick balanced with delicate whisky notes.

Taste: Starts with an inviting blend of bakery cinnamon and sweet brown notes
that quickly escalates into a hot cinnamon sensation.

Finish: Finishes with a blend of rich spices and smooth whisky character.

Early Times Fire Eater Cocktails
Elephant Man
1 1/2 oz Early Times Fire Eater
1 oz orange juice
4 oz lemon lime soda
In a shaker filled with ice, add ingredients, roll to mix, and transfer to
serving glass.

Stilt Walker
1 oz Early Times Fire Eater
1/2 oz amaretto
1 oz orange juice
4 oz Sprite
In a shaker filled with ice, add ingredients, roll to mix, and transfer to
serving glass.

About Early Times
Early Times is enjoyed in 28 countries around the world and the Early Times
Mint Julep is the "Official Drink of the Kentucky Derby™." For more
information visit www.earlytimes.com or Facebook at
http://www.facebook.com/EarlyTimesWhisky. Brown-Forman Corporation (NYSE:
BF-B), Louisville, Kentucky, is a diversified producer and marketer of fine
quality alcohol brands, including Jack Daniel's, Southern Comfort, Finlandia
Vodka, Woodford Reserve, Tequila Herradura, el Jimador Tequila, Canadian Mist,
Old Forester and Korbel California Champagnes.

Stay Cool. Drink Responsibly.
Early Times Distillery Co., Distilled Spirit Specialty, 33% Alc. by Volume,
Louisville, KY ©2012

SOURCE Early Times

Website: http://www.earlytimes.com
Contact: Brittany Gilbert, Brown-Forman, +1-502-774-6949,
brittany_gilbert@b-f.com
 
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