Why Old Forester’s Prohibition‑Era Still Proof Bourbon Matters
In a crowded field of limited releases and experimental finishes, some bourbon launches stand out not for their flash, but for their story. On December 5, 2025, Old Forester released its 117 Series Prohibition Era Still Proof — a 130‑proof bourbon that reaches back to a rare chapter in American whiskey history. Food & Wine+1
A Release with Purpose
Credit: Courtesy of Brown-Forman Distillers
Old Forester isn’t new to the bourbon game. Founded in 1870, the brand was one of the few legal distilleries during Prohibition — producing whiskey under government authorization as “medicinal liquor.” Repeal Day marks the anniversary of the 21st Amendment, and this release isn’t coincidence — it’s commemoration. By echoing the 130‑proof distillation of nearly a century ago, Old Forester is acknowledging its endurance, resilience, and unbroken American whiskey lineage. Food & Wine+1
Heritage Meets Modern Demand
At $65 for a 375 ml bottle, the Still Proof is priced to be accessible, yet its proof and provenance give it a collector’s edge. For whiskey drinkers, it offers a bold, whiskey‑forward experience — without the ultra‑rare unicorn markup. For brands, it’s a master class in leveraging heritage: delivering something meaningful, drinkable, and historically grounded — rather than chasing hype.
What It Signals for the Bourbon Market
Legacy branding matters. In times when the market is crowded and noisy, consumers respond to depth and story as much as to proof or age. Old Forester demonstrates that legacy isn’t just about nostalgia — it can be forward-looking.
Balance over extravagance. Instead of chasing extremes (aged‑X bottles, exotic finishes, ultra‑limited drops), this release balances quality, authenticity, and accessibility — a recipe that may appeal to both casual drinkers and serious enthusiasts.
History as differentiation. As more craft distilleries and indie brands emerge, differentiation becomes harder. A well‑told brand heritage — especially one rooted in American history — may become a powerful competitive advantage.
What to Watch
Will consumers gravitate toward this kind of historically grounded release, or continue chasing age‑statements and novelty finishes? The initial release window (select retailers and online store in shipping states) may test how broad the appeal is beyond collectors. And if demand is strong, we may see more heritage‑driven launches — perhaps even similar “Prohibition‑era tribute” series from other legacy distillers.
In a whiskey world increasingly defined by scarcity, prices, and flash, Old Forester’s Prohibition Era Still Proof is a reminder: bourbon’s deepest value often lies in its story — in continuity, craft, and character that endures longer than the barrel.
— Sources: Old Forester press release & coverage by Food & Wine and Fred Minnick Food & Wine
