Imagine: thundering hooves, the cheers of the crowd, and mint juleps flowing. The Kentucky Derby is a hugely popular and culturally significant event, and Woodford Reserve bourbon sits at the very heart of it.
Every year, Woodford Reserve launches a Kentucky Derby special edition complete with unique label artwork celebrating two of Kentucky’s most famous traditions: bourbon and thoroughbreds. The brand’s partnership with the Kentucky Derby dates back over 25 years, and the two have become intrinsically linked in the eyes of bourbon and horse racing fans, with many jumping at the chance to collect the Woodford Reserve Kentucky Derby whiskeys. So, what are the origins of this long-lasting partnership? And why does Woodford Reserve remain the official bourbon of the Kentucky Derby?
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Brown-Forman & Churchill Downs

The story of Woodford Reserve and the Kentucky Derby begins with the former’s parent company, Brown-Forman. Brown-Forman has had a long-standing relationship with Churchill Downs for more than 30 years. Early Times (another Brown-Forman brand, purchased by Sazerac in 2020), was linked to the Kentucky Derby due to its use in a Mint Julep cocktail which was then designated the “official mint julep of the Kentucky Derby.”
In 1999, Brown-Forman was increasingly moving towards premiumization. The Kentucky Derby, a prestigious and popular event that attracts high-society individuals, was the perfect event with which to associate Brown-Forman’s most premium brand: Woodford Reserve.
Why Woodford Reserve?
You might be asking, why Woodford Reserve? Why not the quintessential Kentucky bourbon, Jim Beam? Well, the decision by both Brown-Forman and the Kentucky Derby to have Woodford Reserve as the official Derby bourbon was both logical and strategic.
Firstly, as mentioned above, the Kentucky Derby is a high-flying event that attracts very wealthy clientele. Jim Beam, whilst a fantastic bourbon, has always marketed itself as accessible and affordable. Four Roses, another great Kentucky bourbon, was more popular internationally than it was domestically in the 1990s. Woodford Reserve, on the other hand, was a well-established, premium market brand. This, combined with Churchill Downs’ established relationship with Brown-Forman made it the perfect choice for the Derby bourbon.
Additionally, Woodford Reserve Distillery is located in Versailles, Kentucky, an area well-known for its stunning thoroughbreds and famous stud farms. This links the distillery firmly to the tradition of horse racing within Kentucky.
The Cultural Significance
Kentucky is best known for its bourbon and thoroughbred horses, and both of these things have become integral to the state’s cultural identity. Many Kentuckians grow up watching or attending horse racing and attend the Kentucky Derby every year. In fact, the Kentucky Derby has been hosted at Churchill Downs since 1875, making it a longstanding tradition.
Coupling this event with an official bourbon enhances the experience for both racing fans and bourbon fans, making the Derby an authentically Kentcukian experience. Attendees still enjoy Mint Juleps made with Woodford Reserve and Early Times whiskey.
The Woodford Reserve Kentucky Derby Bottles
In celebration of the ongoing partnership, each year Woodford Reserve releases a special Kentucky Derby edition of its flagship bourbon. The labels often feature artworks by local Kentucky artists and depict the traditions of the Derby including the horse racing itself and the pageantry of the event. These bottles have become highly collectible for both racing and bourbon fans.
An Ongoing Partnership
In 2018, Woodford Reserve renewed its commitment to the Kentucky Derby (and vice versa) by becoming a presenting sponsor of the event. This contract was renewed in 2023.
Today, thanks to a long-lasting collaboration (26 years in 2025), Woodford Reserve and the Kentucky Derby are somewhat intrinsically linked. Each year, fans flock to Churchill Downs to cheer on their favorite and sip on a delightful bourbon in the sun. Sounds pretty Kentuckian to me.