Old Forester has released its 2026 Birthday Bourbon — an 11-year-old, 97-proof expression priced at $199.99 — alongside a limited-edition Distiller's Jacket co-developed with Alpha Industries, the military outerwear manufacturer, in the brand's first foray into co-branded apparel.
The dual launch, timed to the September 2 birthday of Old Forester founder George Garvin Brown, positions the Brown-Forman flagship as more than a spirits label. Pairing a collectible release with a premium lifestyle product has become an increasingly common tactic among premium and ultra-premium bourbon producers seeking to deepen brand engagement and command higher shelf prices at a moment when American whiskey volumes are under pressure.
The Bourbon
The 2026 Birthday Bourbon was drawn from 212 barrels stored on the third floor of Warehouse B at the Brown-Forman Distillery in Shively, Kentucky — the facility's oldest warehouse. Master Distiller Emeritus Chris Morris and Assistant Master Distiller Caleb Trigo selected the barrels for what the distillery describes as a sweet and fruity flavor profile, with tasting notes of honey, buttery caramel, tobacco, and cherry on the palate and toasted oak on the finish. At 97 proof and $199.99 per bottle, the release sits firmly in the ultra-premium segment, which has shown relative resilience compared with standard-tier whiskey SKUs amid broader category softness. Bottles will be available in limited quantities at select retailers nationwide.
The Jacket
The Distiller's Jacket, retailing at $250, goes on sale September 10 through Alpha Industries stores in New York City and online at alphaindustries.com. Built on Alpha Industries' N-1 deck-jacket silhouette, the garment uses cotton construction with a dark brown corduroy collar, garment-washed finish, distressed hardware, custom Old Forester woven labels, a removable sleeve patch, and a custom debossed flight ribbon. The design language draws explicitly from bourbon-making materials — barrel aging textures, warehouse-floor workwear — rather than generic co-branding aesthetics.
"Craftsmanship has been at the core of Old Forester for more than 150 years, so partnering with Alpha Industries, a brand with its own deep tradition of craftsmanship, is a natural fit," said Caleb Trigo, Assistant Master Distiller at Old Forester. Matt Pantoja, Chief Brand Officer of Alpha Industries, framed the collaboration around shared product values: "Both were built around products that had to deliver on quality, function and longevity."
Market Context
The lifestyle-adjacency play reflects a wider shift among premium spirits producers. As explored in our coverage of bourbon market premiumization trends and limited-edition release strategies, distillers are leveraging scarcity and brand storytelling to sustain price points and consumer interest during a period of channel normalization following the post-pandemic spirits boom. Alpha Industries, founded in 1959 and originally a U.S. military contractor, brings its own heritage narrative — one that travels well in the collector and enthusiast segments Old Forester is targeting with this release. The pairing of a $200 bottle and a $250 jacket positions the combined purchase as a curated experience rather than a transaction, a model that has proven effective for Kentucky distillers competing for wallet share at the ultra-premium tier.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
