University of Louisville basketball legend Russ Smith is heading to Owensboro on Friday to promote the release of his new limited-edition VILLE bottles. Smith launched the Mr. & Mrs. Bourbon Company (MMBC) with Cecy Linzey in 2019 and is forming NIL partnerships nationwide, including with the universities of Louisville and Kentucky.
MMBC partnered with The Basketball Tournament (TBC), an annual summer tournament where well-known alumni from various universities compete for a cash prize and bragging rights. The tournament is scheduled for July 19-24, and Louisville and Kentucky will have a team.
During his visit to Owensboro, Smith will sign bottles from 5:30-7:30 p.m. at the Liquor Barn at 2216 New Hartford Road. He also plans to bring surprise guests to the appearance.
MMBC is only releasing 1,000 bottles as part of the TBC sponsorship, with the Liquor Barn in Owensboro selected as one of only six stores to have the bottle.
“We announced this bottle collaboration in March, and it is the first of several labels coming this year,” Smith said. “Our NIL bottles will be released in late 2024, and all the proceeds will go directly to University of Louisville Athletics.”
This is the latest in a series of custom labels from Smith and MMBC following the Ethan Almighty bottles released this past January.
“We have so many exciting partnerships in the works,” he said. “There will be another Ethan collab, and other schools and NIL programs are reaching out to work with us. We even have several custom labels in the works in the film and music industry.”
Smith initially announced a TBT bottle for the UK alumni team, but plans fell short following Coach Calipari’s departure.
MMBC is the exclusive bourbon of both Freedom Hall and Rupp Arena this year.
