Stauning receives ‘bold’ makeover for 20th anniversary
Danish whisky maker Stauning has unveiled refreshed packaging for its core R.Y.E. and Høst expressions to mark the distillery’s 20th anniversary.
The new packaging, which blends Scandinavian design with ‘classic whisky cues’, is part of Stauning’s wider brand evolution.
The new bottle showcases clean architectural lines and an updated brand symbol that tells the story of the nine founders through nine distinct lines and a central grain motif.
Inspired by the simplicity of Danish design, the refreshed identity is said to also pay homage to Stauning’s grain-to-glass philosophy.
The change follows a period of reorganisation for the company after Diageo’s exit from Distil Ventures, which led the distillery to cut approximately 25% of its workforce earlier this year.
Alex Munch, co-founder of Stauning Whisky, said: “This is a significant moment for Stauning – a distillery that began 20 years ago as a wild idea among friends and has grown into one of the world’s most acclaimed New World whisky producers.
“Our new look honours classical whisky cues while reflecting our future – thoughtful, design-led and defiantly Danish.”
With the refresh, the brand seeks to engage design-conscious and flavour-curious whisky drinkers who are exploring new perspectives beyond traditional Scotch and Bourbon.
Scott Milne, marketing director at Stauning Whisky, explained: “We aimed to create a brand world that captures the essence of Stauning and appeals to a wide audience: considered, characterful, and unmistakably Danish.
“In a competitive whisky market, it’s essential to stand out and offer something unique. Our new look celebrates Danish taste and invites a broader audience – from enthusiasts to curious drinkers – to see whisky from a different perspective.”
Beginning in late summer 2025, the new identity will launch globally in more than 20 markets, including the UK, Germany, the US, and the Nordics.
Initially featured on Stauning’s two core range expressions, R.Y.E. and Høst, the refresh will be rolled out across the brand’s full range by 2026.
In April this year, Munch expressed his opposition to enforcing a forgotten 20-year-old EU agreement with Canada, which prevented European whisky producers from labelling their rye whiskies as ‘rye whisky’.
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