The Kentucky Derby is about more than horses and wagers won and lost. It's full of tradition and a place for marketers to find both the masses and the well to do. For Brown-Forman it has presented the opportunity to elevate the profile and brand aura around its Woodford Reserve line of Bourbon.
In addition to some special packaging marking the 133rd running of world's most famous horse race on May 5th, a select few Derby attendees will get the chance to purchase a $1,000 Mint Julep. An even more exclusive group will get to toast their favorite past winners in jeweled gold cups now being auctioned by Christie's that honor Triple Crown champions. Eleven of the cups will feature three rubies for Triple Crown winners, and two diamond-studded cups will be offered for Barbaro, last year's winner, and the first Derby champ, Aristides.
The special Juleps are made with Labrot & Graham Distillery's Woodford Reserve, mixed with mint imported from Ireland, ice from the Bavarian Alps and organic sugar from western Australia. The cups are made by New England Sterling, which makes the Kentucky Derby winner's trophy.
The jeweled cups auction began on April 17th and ends on May 1st. Proceeds from the sale support the Thoroughbred Retirement Foundation, which helps retired horses and disabled jockeys. You can get more information on the sale at www.woodfordreservemintjulep.com.
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