Brown-Forman, maker of Jack Daniel’s, Woodford Reserve, and Old Forester, has released its first new bourbon brand in 20 years: Coopers’ Craft.
There’s a lot of confusing information out there about Coopers’ Craft, so let’s try to clear it all up.
First, note that the whiskey’s name is Coopers’ Craft, not Cooper’s Craft. The whiskey is designed to “celebrate barrel-making and recognize the importance of wood” — coopers being barrel-makers. It was not crafted by a guy named Cooper. That apostrophe makes all the difference, and it’s going to be wrong every time you see it on a whiskey menu.
As Brown-Forman notes, “In addition to being matured in barrels raised by master coopers at the Brown-Forman Cooperage, Coopers’ Craft is crafted using a special beech and birch charcoal filter finishing process, creating a smooth and flavorful bourbon.” There’s some mention of a special wood toasting process with this whiskey, though it isn’t elaborated upon. As well, charcoal filtration is famously a big part of Tennessee Whiskey (though sugar maple is the preferred wood), but I don’t have statistics on how many non-Tennessee whiskeymakers are using it. I’ve read charcoal isn’t uncommon in Kentucky, even though few distilleries brag about it for fear of being compared to Jack. The use of beech and birch wood likely don’t add any significant flavor on their own.
It’s also been written that Coopers’ Craft is “lower proof.” Lower than Woodford Reserve, yes, but higher than JD, it turns out. At 82.2 proof, Coopers’ is largely in line with standard-grade bourbon.
What do we not know about Coopers’ Craft? Not the mash — which is said to be unique to this whiskey in the Brown-Forman stable — and nothing about the aging time (though I’ve read it’s a 4- to 6-year-old bourbon).
Well, how about the big question: How does it taste? Let me tell you.
The nose is quite sweet, distinctly fruity, with a strong but not overpowering wood component. Aromas of apricot, baked apple, and orange peel are evident, along with a touch of peach.
On the tongue, the whiskey is gentle, again showcasing bright fruit notes loaded with citrus and stone fruits. The barrel char creeps up as the initial attack fades, giving the spirit a chewy, though not overwhelmingly woody, character. Rather, the bourbon pumps up its vanilla notes and even offers a bit of licorice candy before finishing with notes of light baking spice, particularly a lingering cinnamon-sugar character.
Brown-Forman master distiller Chris Morris knows what he’s doing, and Coopers’ Craft is a solid product at an attractive price. It’s considerably different than the other mainstream brands in the Brown-Forman stable, and while it lacks in the complexity you might want for a sipper, it’s an easy choice to mix cocktails and for the occasional shot-on-a-budget.