Early Times - Marketing Activity

Marketing Activity

Starting in 1987, Brown-Forman established a contract agreement with Churchill Downs to market Early Times mint juleps as the "official drink" of the Kentucky Derby. Over 100,000 Early Times Mint Juleps are purchased at the race track in Louisville, Kentucky during Derby Week each year. However, the highest-priced mint juleps at the event use bourbon from the Brown-Forman sister brand Woodford Reserve, which is marketed as the "official bourbon" of the Kentucky Derby.