From the beginning, the Lanahan’s whiskey exhibited aristocratic pretensions: The label and ads featured a man formally dressed in fox-hunting garb astride a horse, both set to gallop with the hounds . Subsequent branding featured a horseman with top hat and the slogan: “The American Gentleman’s Whiskey.” This “timber-topper” image clearly was attempting to appeal to the upper classes or people aspiring thereto. After his father’s death in 1868, William Jr. took over the business and vigorously expanded whiskey-making operations.