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Bourbon is booming. Now, Brown-Forman, an old name in the category, is finally getting in on the ultra-premium fight. The American liquor giant dusted off their King of Kentucky label and unveiled a new $199 per 750ml bottle line this week.

Read more from Neat Pour here: Brown-Forman Enters Ultra-Premium Bourbon Game With ‘King of Kentucky’

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People: Woodford Reserve Brings New Assistant Master Distiller Into Play

Master Taster Elizabeth McCall has been promoted to assistant master distiller.