Brown-Forman is discontinuing Early Times 354, the bourbon launched in January 2011.

According to a spokesperson statement, Brown-Forman discovered core US consumers “were not interested in a premium expression of the Early Times brand.” The spokesperson told me Brown-Forman is experiencing rapid bourbon growth in Japan and Russia. “As a logical business decision, we have decided to re-allocate our resources to meet the increasing demand overseas,” Brown-Forman said.

Named after Early Times Distillery federal permit, Early Times 354 was the brand’s first bourbon on the market since 1983. Of course, the Early Times Kentucky Whisky will remain on the market, but that is not a bourbon.

In the press release launching the brand, Brown-Forman said Early Times 354 beat Jim Beam White in a blind taste test of 25- to 55-year-old male drinkers. Press release quote: “The results of the taste test were what really told us we had a winner,” said Joe Murray, Early Times Brand Manager.

The four-year-old, 80-proof bourbon was a decent introductory product. It was available in 17 U.S. markets, according to the original press release, with an MSRP of $15.99. May its label rest in peace.