Best of CASE District III Award
 

Institution: Furman University

Title of entry: FU All the Time Bourbon

About this entry: FU one time…FU two times…FU three times…FU ALL THE TIME!
A cheer made famous by two past presidents and celebrated by alumni, the “FU All the Time” rallying cry became the fitting name of Furman’s limited-edition bourbon, our first ever private-label licensed product. FU All the Time Bourbon was launched in April of 2023 to commemorate the public launch of Clearly Furman, our $426 million campaign. It was created in partnership with Affinity Licensing and Ironclad Distillery.

FU All the Time Bourbon has been wildly successful with over 6,500 bottles sold. It has engaged our alumni and friends beyond our expectations and has gained a significant amount of brand exposure and media attention. It has even garnered the attention of our peers and university licensing professionals. In fact, Furman’s senior director of brand strategy was invited to speak about the success at the Intercollegiate Licensing Association (ICLA) Winter Symposium in Las Vegas in January of 2024.

The Furman bourbon is distilled and aged more than three years and bottled by Ironclad Distillery of Newport News, Virginia. It is currently available online in 42 states and in liquor stores and restaurants across South Carolina. Much more than a novelty or namesake conversation-starter, it has become popular in our community and among general bourbon connoisseurs.

FU all the Time Bourbon has truly been lightening in a bottle.