Woodford Reserve Distillery - Woodford Reserve Bottle and Label Redesign Dec 2016

Woodford Reserve Distillery announces a package redesign for its family of brands. The new package introduces a significant structural evolution for Woodford Reserve Double Oaked as well as subtle changes to the rest of the brand family. The redesign offers a differentiation between product expressions.

“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.”

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Woodford Reserve’s package changes include bottle structures, cork closures, and new labels with high quality paper, copper foil, and matte finishes. The most notable changes are evident in the bottle re-design of Woodford Reserve Double Oaked which celebrates this unique barrel-finished bourbon. This stories cover image shows the before and after photos from the old design which was the same as the standard bottle of Woodford Reserve Bourbon to the new stand alone design for the Double Oaked.

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“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. An offset wrap around label completes this revolutionary design which distinguishes this expression more easily on the shelf as an ultra-premium offering,” said Chris Hungerford, Brown-Forman Vice President of Global Design.

The new Double Oaked package will begin shipping in December while the rest of the new packaging from Woodford Reserve is on shelves now nationwide.

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