“In 1999, the thoroughbred horse racing industry begins to recognize it needs to change itself. And the Go Baby Go theme begins. And Churchill Downs is reaching out to partners to help bring relevance to a new audience. And they choose Woodford Reserve because Woodford Reserve has a vibe, has a buzz, has an excitement about it. And they literally say you’re the brand we want to associate with the Kentucky Derby. In 125 years of running the Kentucky Derby this track had never endorsed a single bourbon brand. So, we become the first and only official bourbon of the Kentucky Derby.”
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