Jack Daniel’s, Woodford Reserve, Herradura, Fords Gin, and Diplomático Partner with Prime-Time Series Hosted by Lance Bass and Joey Fatone Premiering August 18
LOUISVILLE, Ky. — August 11, 2026 — Brown-Forman Corporation (NYSE: BFA, BFB) today announced that its portfolio of iconic spirits brands—including Jack Daniel’s, Woodford Reserve, Herradura, Fords Gin, and Diplomático Rum—will serve as featured spirits in the new unscripted competition series, “Cocktail Wars,” premiering August 18 on E!
This multi-brand integration brings Brown-Forman’s industry-leading portfolio directly to prime-time television, showcasing the craftsmanship, heritage, and mixology versatility of each featured spirit on a national stage.
“Partnering with ‘Cocktail Wars’ allows us to engage with cocktail enthusiasts in a dynamic, entertainment-driven format,” said Jordan Campbell, Associate Marketing Manager, Brown-Forman. “By putting our spirits into the hands of world-class mixologists, we’re celebrating the artistry of craft cocktails while showcasing the versatility of our iconic brands.”
Hosted by pop culture icons Lance Bass and Joey Fatone alongside expert judge Melissa Brooke, “Cocktail Wars” pits elite mixologists against each other in high-stakes, themed challenges. Across the series, contestants will utilize Brown-Forman’s premium spirits lineup to craft innovative, judges-evaluated cocktails.
Each integrated episode features three distinct brand challenges that highlight the spirits’ rich history and unique flavor profiles, culminating in the “Hero Cocktail Showdown.” These high-stakes finales feature educational segments led by Brown-Forman master distillers, master tasters, and global brand ambassadors—including Woodford Reserve Master Distiller Elizabeth McCall and Jack Daniel’s Brand Ambassador Byron Copeland—bringing authentic industry expertise directly to the screen.
To maximize trade impact and consumer engagement around the series premiere, Brown-Forman is executing a multi-channel commercial campaign, including:
- Targeted Digital Content: Exclusive behind-the-scenes footage, recipe spotlights, and ambassador-led asset packages across LinkedIn, Instagram, and YouTube.
- Omnichannel & Retail Marketing: Localized watch party toolkits, digital trade assets, and in-market retail promotions aligned with weekly episode themes.
- E-Commerce Innovation: On-demand “winning cocktail bundles” allowing consumers to purchase featured spirits immediately following each episode.
“Brown-Forman is a natural partner for Cocktail Wars,” said David Karabinas, CEO of Texas Crew Productions. “Their brands are iconic, their history in cocktail culture speaks for itself, and their impressive roster of brand ambassadors brings a level of expertise and authenticity that really elevates the competition. We couldn’t be more pleased to have them as part of our premier season.”
Cocktail Wars is executive produced by Texas Crew Productions, Innovative Idea Productions, and R&D Media. David Karabinas, Rick Cikowski, Chip Rives, James Macnab, and Brad Bernstein are executive producers for Texas Crew; Jonathan Bonchick and David Silverman are executive producers for Innovative Idea; Russ McCarroll is showrunner and executive producer for R&D.
About Brown-Forman:
For more than 155 years, Brown-Forman Corporation has responsibly built exceptional beverage alcohol brands, including Jack Daniel’s Family of Brands, Woodford Reserve, Old Forester, Herradura, Diplomático Rum, Fords Gin, and Gin Mare. Headquartered in Louisville, Kentucky, Brown-Forman supports approximately 4,900 employees globally and distributes its portfolio in more than 170 countries. For more information, visit brown-forman.com.
