W.L. Weller Bourbon proof and age ‘will remain’

Buffalo Trace Distillery has unveiled new bottle designs for its W.L. Weller Bourbon, at the same time confirming that the brand’s recipe, proof and age will not be discontinued or changed.

Weller Special Reserve, Weller Antique, and Weller 12-Year-Old Bourbon have received new bottle designs described as “taller and more sophisticated”.

The new designs have larger coloured labels with a prominent cursive ‘W’ on the front and an enlarged, golden version of the brand name ‘Weller’ to create “stronger consumer brand name recognition” and shelf standout on the back bar.

Newly added back labels include information about W.L. Weller’s 19th century founder, William Larue Weller, and the whiskey itself.

“This new look is indicative of our strong commitment and plans for continued growth for the brand in the future,” said Kris Comstock, marketing director for Bourbon at Buffalo Trace Distillery, owned by US spirits producer Sazerac.

Buffalo Trace also confirmed that production of W.L. Weller Bourbon has been “steadily increasing” for several years.

“We are committed to Weller and have no plans to discontinue or change the recipe, proof, or age of any of the Weller whiskeys,” added Comstock.

Most W.L. Weller Bourbon new packaging designs will be available from this December, while new Weller 12 Year Old bottles are scheduled to go on sale in spring 2017. No price increases have been planned.

Sazerac revealed plans to embark on a US$200 million expansion of the Buffalo Trace Distillery earlier this year, as the producer admitted it continues to struggle to meet growing demand.