Bardstown Bourbon Company in Bardstown, Kentucky, was founded in 2014, started bourbon production two years later in 2016. The companies oft heard motto is “Never Stand Still” and now that they have several years of their own bourbon, rye and American whiskey out it the marketplace they’ve decided to update their look. For the first time since they first started shipping spirits and it started showing up on back bars across the country, they have revamped their bottle label design and stoppers.
The new comprehensive packaging will start to show up across its core portfolio this year. The company says the new design reflects the brand’s continued commitment to pushing the boundaries of bourbon while maintaining the exceptional quality standards of their award-winning American Whiskey portfolio.
Strategic Brand Evolution Enhances Retail Visibility with Palette That “Pops” on Shelf
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Making the product look good and easy to find on the shelf for consumers and backbars for bartenders is an important consideration for any spirit brand redesign. If you take a look at the before and after photos you can easily see what a difference this new design will make on retail and bar shelves.
Bardstown Bourbon Co. says the packaging update marks a strategic visual evolution that speaks not only to the forward-thinking ethos that defines the brand, but more clearly to the premium spirit within. The refined modernist aesthetic keeps the brand’s signature bottle shape, while introducing sophisticated design elements that strengthen the brand’s positioning.
What’s Changed with the Bardstown Bourbon Co. Bottle Redesign?
Key design updates include:
- Enhanced Visibility on Shelf: Secondary labels and bold typography, plus distinctive iconography
- Improved Product Clarity: Prominent designations and intuitive bar calls for each expression
- Refined Color System: Strengthens visual separation and SKU differentiation
- Premium Materials: Soft-touch label substrate adds density and distinction, elevating the bottle’s feel and presence
- Authenticity through Iconography: Debossed topographical map nods to place of origin offering a tactile bridge to Bardstown’s push to challenge boundaries while honoring time-tested tradition
Sealed with a heavier weighted cork, the elements merge thoughtful, minimalist design with genuine personality that ensures each expression “pops” – both on retail shelves and on the back bar.
“Our new packaging amplifies what made us who we are: bold, innovative, transparent and high-quality. 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,” said Pete Marino, President of Lofted Spirits.
“At Bardstown, we are constantly pushing ourselves to redefine what premium means in today’s market while staying true to the values that earned our customers’ trust. This packaging is another part of our promise that innovation and tradition can coexist beautifully, creating something that honors our legacy while writing the next chapter of our story.”
National Distribution Called for a Bolder Look
The push to redesign emerged as the brand scaled with nationwide distribution. While well-known within the whiskey industry, the packaging was recessive on the shelf and failed to provide clear differentiation between expressions. The project began with deep market research and national agency support before it was ultimately brought in house and overseen by Design Director Ron Jasin. Bardstown Bourbon Company worked with international printing house Eurostampa, which specializes in premium spirits packaging.
New Single Barrel Offering Included in Phased Rollout
The refreshed design will begin rolling out in early Spring on Bardstown’s core products, Kentucky Straight Bourbon Whiskey, Bottled-in-Bond, High Wheat Bourbon and Kentucky Straight Rye. Later in the year, refreshed design will expand to the brand’s Single Barrel Program, Discovery Series, and award-winning brand collaborations.
Along with redesigned packaging, a new single barrel option will be added to the brand’s by-the-barrel program. In addition to Kentucky Straight Bourbon and Rye Whiskeys, barrel buyers will now be able to select a Wheated Bourbon, from the same 20% Wheat recipe which comprises Bardstown’s Bottled-in-Bond.
This latest evolution signals not just a design update, but a reaffirmation of Bardstown Bourbon Company’s commitment to pushing the boundaries of bourbon through innovation, transparency, and world-class American Whiskey.
“The labels have changed. The standards haven’t,” said Dan Callaway, Master Blender. “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 pushing the boundaries of innovation while honoring the traditional art of making great whiskey. With the most modern, technically advanced whiskey distillery, Bardstown Bourbon combines the highest quality distillation and spirited hospitality into a modern, authentic bourbon experience unlike any other on the Kentucky Bourbon Trail. Bardstown Bourbon Co. is working to push the entire industry in a direction that is more innovative, more transparent and more collaborative. Bardstown Bourbon Co. is part of Lofted Spirits, one of the largest American Whiskey distillers in the U.S.
Learn more about Bardstown Bourbon Company.
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