• Category – RTD, spirits-based, between 15% and 28.5% abv
  • Available – From this month
  • Location – The US, available in Georgia, Idaho, Indiana, Michigan, Oregon and Washington
  • Price – SRP of US$14.99 per 37.5cl bottle

Brown-Forman is readying the introduction of a new line of higher-end pre-mix cocktails in selected US states.

The Up or Over brand will comprise four ready-to-pour cocktails that use the company’s spirits brands as their base. Each features a recommended serve and garnish on the label.

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The line-up kicks off with:

  • Classic Dry Martini – made with Fords Gin, 28% abv,
  • Whisky Sour – sourced from Gentleman Jack Tennessee Whiskey, 15% abv,
  • Premium Margarita – Herradura Tequila, 15% abv, and
  • Ginger Citrus Old Fashioned – Old Forester Straight Bourbon Whisky, 28.5% abv

All four will be available initially in six US states in the coming days.

“Up or Over products provide the perfect way to enjoy iconic cocktails in the comfort of your own home,” said brand leader Kelley Kerger. “Made and designed with brands you know and trust, we are excited to elevate your everyday occasion with these four premium cocktails.”

Earlier this month, Brown-Forman announced a nationwide launch for its Jack Daniel’s ready-to-drink (RTD) line extension. Previously, Jack Daniel’s RTDs had only been available in 14 states.

What will Brown-Forman’s priorities be for the years ahead? – Click here for a Just Drinks analysis