Brough Brothers Named Official Bourbon of the Great Steamboat Race — What It Means for Louisville and the Industry
Two of Louisville’s most storied names have come together in a partnership that feels less like a corporate arrangement and more like a natural extension of the city’s DNA. Brough Brothers Distillery, Kentucky’s first African American-owned distillery, has been named the Official Bourbon of the Shepherd Insurance Great Steamboat Race, linking the Yarbrough brothers’ hard-won operation to one of the most celebrated traditions on the Ohio River. It is the kind of collaboration that would have seemed improbable just a decade ago — but in the context of what Brough Brothers has accomplished in such a short stretch of time, it is the logical next chapter.
For bourbon enthusiasts tracking the evolution of the American craft spirits market, the partnership is more than ceremonial. It signals a genuine shift in how Louisville’s legacy institutions are choosing to align themselves — and with whom — as they court a new generation of consumers who care deeply about the stories behind the bottle.
The Belle of Louisville and the Great Steamboat Race: A Tradition Worth Understanding
The Belle of Louisville is the oldest operating Mississippi River-style steamboat in the world. That is not a marketing claim — the Belle was named a National Historic Landmark on June 30, 1989. She is a genuine artifact, a working piece of American riverine history, and she anchors one of the most anticipated events on Louisville’s annual calendar: the Great Steamboat Race, a Derby Week fixture that pits the Belle against Cincinnati’s own historic vessel on the Ohio River.
The Belle of Louisville is ready to reclaim her title in the 2026 Shepherd Insurance Great Steamboat Race. The Belle was sidelined last year due to a leak, with the Mary M. Miller standing in for the Belle of Louisville in 2025, ultimately declared the winner of last year’s race. The Belle’s return to competition in 2026 only amplifies the stakes of the event — and the visibility of the brands tied to it…