How Bourbon Became the Unofficial Drink of Horse Racing

Horse racing, especially the Triple Crown events, captures the attention of even casual sports fans, with the Kentucky Derby standing out as the crown jewel. While extravagant hats and celebrity sightings are a staple of the event, there's one element that truly represents the spirit of the American South: Bourbon.

Bourbon and horse racing, particularly the Kentucky Derby, have been intertwined since the end of Prohibition. The connection is largely due to location—Churchill Downs in Louisville is at the heart of bourbon country, and local distillers recognized the opportunity to tie their product to one of America’s top sports. As the Kentucky Derby gained popularity, bourbon producers sought to showcase their spirits to the race's growing audience.

The race for publicity rights at the Kentucky Derby was intense, with several distilleries vying for the coveted spot as the event's signature drink. Brown-Forman, Paul Jones, and National Distillers were the frontrunners, each making a case for why their brand embodied the spirit of the Derby. Ultimately, Brown-Forman's Old Forester, with its long history in Kentucky, emerged victorious. In 2017, the relationship was solidified when Woodford Reserve, a Brown-Forman brand, became the official sponsor of the Kentucky Derby, further cementing bourbon’s role as the drink of choice for the "Run for the Roses."

For more on how bourbon became synonymous with horse racing, check out the full story here.