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Cheers! Furman University launches private-label bourbon

FOX Carolina’s Margaret Burnquist (left) speaks with Zach Wheeler (center) of Aleph Wines and Furman’s Elizabeth Lichtenberg (right).

Last updated April 19, 2023

By Tina Underwood

Furman University’s foray into private-label spirits is creating a buzz among media outlets. Straight bourbon whiskey, FU All the Time, was introduced with a limited-edition bottle in celebration of Furman’s largest and most ambitious campaign yet, Clearly Furman. The label borrows its name from a time-honored cheer at the university.

Several news sources covered the announcement including WCDB News2 (Charleston), WJCL 22 ABC (Savannah), WIS News 10 (Columbia), WSPA 7News (Spartanburg), WHNS FOX Carolina, WPEG-FM, GSA Business Report, WBTW 13 (Myrtle Beach), Country 103.7, WKXC-FM Kicks Country 99, News and Record (Greensboro, North Carolina), Greenville Journal, Queen City News (Charlotte) and evening news, WLTX 19 (Columbia), D1.ticker, and WYFF News 4.

In the WYFF coverage, Furman’s Elizabeth Lichtenberg, senior director of brand strategy and visual communications, describes the spirit. In additional FOX Carolina coverage, Lichtenberg appears on set with Margaret Burnquist, host of “Access Carolina,” and distributor Zach Wheeler of Aleph Wines. Furman’s Chris Turner, a graphic designer, developed the label.

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