BoxRec

Joe Louis-Whiskey seller.
scroll down for entire article pp44-46.

http://books.google.com/books?id=RUMDAA ... pg=PA44&dq

Here is a link to an advertisement to his brand in a 1953 magazine.
(I wonder how much a bottle of it,even empty would be worth on E-Bay nowdays?)

http://books.google.com/books?id=qbsDAAAAMBAJ&pg=PT1&dq

Joe Louis only pitched Whiskey in the early 1950's,,as far as I know he never drank it himself.
(although I do remember reading that .later in life he did start to partake into some alcohol beverages mainly as a social drinker).
I remember on the HBO show America's Hero Betrayed when author Randy Roberts got his underwear knotted in a bunch
when he accused Coca-Cola of being racialist for giving Max Schmeling a franchise but not Joe Louis.
with Roberts emphasising Coca-Cola as being a "Southern"franchise.(atlanta Georgia)
I think 1953 was around the same year that Coca-Cola gave Schmeling the franchise in Germany,
if they would have given Louis one too,I think there may have been a conflict of interest
with Louis also pitching a whiskey brand.(just my opinion as to why Louis was never offered a Coca-Cola franchise).