Coopers' Craft will retail for $28.99. | Courtesy of Brown-Forman

Coopers’ Craft will retail for $28.99. | Courtesy of Brown-Forman

In 1945, Brown-Forman purchased its own cooperage because its visionaries realized the important role the barrel plays in making bourbon. They are now the only major distiller to own their own cooperage, and they continue to not only produce their own barrels for all their products — from Jack to Woodford — but also experiment with toasting and charring.

This summer, Brown-Forman will release the company’s first new bourbon brand in 20 years, and it pays homage to the hard-working individuals who work in the cooperage generation after generation. Coopers’ Craft will hit store shelves this summer and is made using a special beech and birch charcoal filter finishing process, which is said to create a smoother, more flavorful bourbon.

“Coopers’ Craft is the result of decades of experience in mastering barrel-making and maturation techniques to create truly unique bourbons,” said Lawson Whiting, executive vice president and chief brands and strategy officer for Brown-Forman, in a press release. “Owning our cooperage is a testament to this expertise and brings to life the notion that what matters most, we do ourselves.”

The straight Kentucky bourbon will be relatively affordable and light, at $28.99 for a 750ml bottle and 82.2 proof. It’ll be available this summer in Southern states only (Kentucky, Alabama, Florida, Georgia, Louisiana, Mississippi, South Carolina and Tennessee).