Goose Island Recasts Bourbon County to Reach New Drinkers

Goose Island Brewing, long known for sparking the barrel aging craze in U.S. craft beer with its Bourbon County Brand Stout, is changing how it markets and packages the once cult favorite. Debuted in the early 1990s, the imperial stout and its seasonal Black Friday releases helped build a national following. Limited runs and creative variants such as coffee, cherry or vanilla made the beer a trophy bottle for many collectors. Those dynamics are shifting as Bourbon County now often sits on store shelves for weeks.

Industry changes are forcing the adjustment. Brewers are facing increased competition and rising costs, while younger and more health conscious drinkers gravitate toward lower alcohol and different formats. Production figures across the craft sector have trended downward and the market has seen a wave of closures and mergers. Goose Island leadership says the brand must evolve to survive where others cannot. "How do we stay relevant? … I think always having a new story. I'm always thinking about evolving," Todd Ahsmann, the company president, said in a recent interview.

Part of the evolution is pragmatic. Owner Anheuser Busch is using its global reach to push Bourbon County into overseas markets where demand remains strong. Back at home the brewery is experimenting with new barrel variants aged in casks from well known spirits makers including Heaven Hill and 4 Roses. Perhaps the most tangible change for collectors and taster gatherings is packaging. Goose Island now offers Bourbon County in 10 ounce bottles sold in four packs to lower the barrier to entry for what has traditionally been a high alcohol specialty release. "We don't want people to treat these like trophies. We want them to open it and drink it," Ahsmann says.

For homebrewers and craft beer enthusiasts the shift matters. The move toward smaller format sharing packs and continued barrel experimentation signals opportunities for vertical tastings and pairing sessions that do not require committing to a full 16 or 22 ounce bottle. It also underscores how legacy brands will adapt their release strategies as the hobby matures and consumer habits change.