Bardstown Bourbon Company Rolls Out New Packaging Across Core Whiskeys

(Photo: Bardstown Bourbon Company)

Bardstown Bourbon Company announced on Tuesday that it will introduce a redesigned look across its core whiskey lineup beginning early this spring, marking a visual update as the Kentucky distiller continues to expand its national footprint.

The Bardstown, Kentucky-based brand says the new packaging is intended to improve shelf visibility and make it easier for consumers to distinguish between expressions, while keeping the whiskey itself unchanged.

The redesign keeps Bardstown Bourbon Co.’s existing bottle shape but adds bolder typography, clearer product names and a revised color system to separate each product from one another. Secondary labels and iconography are more prominent, and the bottles now feature soft-touch label material and a heavier cork closure.

“Our new packaging amplifies what made us who we are: bold, innovative, transparent and high-quality,” Pete Marino, president of Lofted Spirits, Bardstown’s parent company, said in a news release. “Every element, from our beautiful bottle to the premium materials, tells the story of our unwavering commitment to excellence while signaling our evolution as a brand that is ready to boldly step into the future,”.

Development began with market research and agency involvement before the project was brought in  house and overseen by design director Ron Jasin. Printing was handled by Eurostampa, an international firm that specializes in premium spirits packaging.

The refreshed design will first appear on Bardstown Bourbon Co.’s Kentucky Straight Bourbon Whiskey, Bottled-in-Bond, High Wheat Bourbon and Kentucky Straight Rye. Later this year, the new look will extend to the Discovery Series, the Single Barrel Program and select brand collaborations.

The rollout also includes a new option for Bardstown Bourbon Co.’s “by-the-barrel” program. In addition to its existing bourbon and rye barrels, buyers will be able to select a wheated bourbon made from the same 20% wheat mashbill used in the brand’s Bottled-in-Bond expression.

“The labels have changed. The standards haven’t,” master blender Dan Callaway said. “Inside these beautiful bottles is the same award-winning whiskey – the consistent quality that defines our pursuit of what’s possible.”

Bardstown Bourbon Company is part of Lofted Spirits and operates one of the largest modern distilleries in Kentucky. The brand has received multiple industry awards in recent years and is a stop on the Kentucky Bourbon Trail.