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Woodford Reserve Bourbon redesigns range
Brown-Forman has unveiled new packaging designs for its Woodford Reserve family of Bourbon brands to create a “clear differentiation” between the various expressions.
Woodford Reserve’s new bottle designs aim to communicate the brand’s ladder of products
The makeover includes a “significant structural evolution” for Woodford Reserve Double Oaked, while the other variants have received more “subtle” changes.
“Emulating the iconic shoulders of our classic Woodford Reserve package, the Double Oaked bottle features a new shorter and wider glass structure with a heavy base,” said Chris Hungerford, Brown-Forman vice president of global design.
“An offset wrap around label completes this revolutionary design which distinguishes this expression more easily on the shelf as an ultra-premium offering.”
Woodford Reserve’s other Bourbons will feature new bottle structures, cork closures and labels with “high-quality” paper, copper foil and matte finish.
“When Woodford Reserve first launched 20 years ago, we redefined the category with our complex yet balanced Bourbon in a disruptive package,” said Mark Bacon, Woodford Reserve global brand director.
“Through this redesign, Woodford Reserve continues to demonstrate its commitment to innovation in design evolution and overall leadership within the super-premium spirits category.”
The new Double Oaked package will be distributed throughout the US in December, while the rest of the portfolio is now available nationwide.
Last month, Woodford Reserve extended its Master’s Collection range with the launch of Brandy Cask Finish whiskey.