Southern Glazer’s to Rep Not Your Father’s Bourbon

Innovative Wine & Spirits entered into a distribution agreement with Southern Glazer’s Wine & Spirits to distribute Not Your Father’s Bourbon in 35 states.

The move more than doubles the number of states – to 35 from 17 — in which Not Your Father’s Bourbon will now be available.

Not Your Father’s Bourbon is an 86 proof (43% ABV), 750 ml small batch bourbon with a hint of vanilla for a subtly sweet taste. Created to be approachable for all spirits drinkers, Not Your Father’s Bourbon appeals to those who want to savor the traditional taste of bourbon on its own, as well as those who prefer enjoying their bourbon in a mixed drink.

“We are excited to strategically align with Southern Glazer’s as Not Your Father’s Bourbon continues to gain momentum from both the trade and consumer,” said Gerry Macchia, vp-sales at Innovative Wine and Spirits. “Southern Glazer’s offers us the best opportunity to deliver against the brand’s core executional objective of getting ‘liquid to lips’ in both the on-and off-premise channels, while focusing each local team’s efforts on quality distribution and execution.”

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