Joe Louis ™ is a trademark of the Estate of Joe Louis. The legacy of Joe Louis as the longest-reigning World Heavyweight Champion and America's first African-American National Hero is one of: - Strength & Heroism - Perseverance & Sacrifice - Patriotism & Inspiration These are the ideals from which Joe Louis Champion of Them All Bourbon is created.  The comeback of an authentic and true American Spirit.  Straight Bourbon Whiskey to serve and enjoy in honor, respect and admiration while inspiring a new generation of champions. The new Joe Louis Distilling Company will move production to its new distillery in Kentucky beginning in 2022. The 2020 comeback product is currently distilled and bottled just over the border in the Blue Hills of Davis Valley in Virginia, where it is not lost on anyone that the history of slavery and some of the most brutal moments of the Civil War occurred. Recognizing the weight of history in creating a brand to respect and honor the acclaimed “Champion of Them All” and the country’s first African American hero, Joe Louis Distilling committed to a single, driving mission: The Joe Louis comeback is a testament to a country and its people. It shows that inclusiveness, working together, and overcoming our differences can result in the creation of a company that we can all be proud of — it is the true embodiment of the American spirit. We have created a brand which educates, inspires, and represents the triumph of good over evil, and love over hate – one where all people are judged fairly and honestly – not by the color of their skin. We aspire to be – as Joe himself said – “Champion of Them All.” We are proud of the core values of the reimagined Joe Louis Bourbon brand, and we like to think that Joe himself is looking down on it all with pride.