Larceny Bourbon Gets New Packaging

Fast Facts About Larceny Bourbon’s New Label

New Packaging and Campaign Launch: Larceny Kentucky Straight Bourbon Whiskey has introduced new, elevated packaging and the “Seize Tonight” campaign, inspired by John E. Fitzgerald’s legacy.
Unique Features and Hidden Elements: The new packaging includes premium design elements and a hidden UV ink legend revealing Fitzgerald’s story, accessible under a blacklight.
Distinct Wheated Bourbon Profile: Larceny’s wheated bourbon mashbill, consisting of 68% corn, 20% wheat, and 12% malted barley, offers exceptional smoothness and sets it apart from traditional rye-based bourbons.

BARDSTOWN, Ky. (July 23, 2024) – Larceny Kentucky Straight Bourbon Whiskey announces the launch of new, elevated packaging and the “Seize Tonight” campaign, celebrating the legacy of John E. Fitzgerald. Fitzgerald, a U.S. Treasury agent in the late 1800s, became infamous for stealing the best barrels of bourbon, inspiring the Larceny and Old Fitzgerald brands.

The upgraded design for Larceny Small Batch and Larceny Barrel Proof features premium papers and foils, prominently displaying the key and keyhole iconography, alongside the Old Fitzgerald seal. Elements such as the original Old Fitzgerald seal in foil and Fitzgerald’s signature at the bottom of the label highlight the connection between the two brands. The sculpturally embossed foil key is inspired directly by the Old Fitzgerald key, while the Wheated Bourbon Mashbill is prominently featured, calling out Larceny’s unique flavor profile.

Hidden Features and Unique Campaign

One of the standout features of the new packaging is the use of UV ink to reveal the legend of Larceny under a blacklight. This hidden element alludes to the lost history of John E. Fitzgerald’s true identity as a Treasury Agent with a penchant for stolen whiskey. The back of Larceny bottles includes a QR code that directs bourbon fans to the updated Larceny website.

The “Seize Tonight” campaign, inspired by Fitzgerald’s mischief, encourages fans to embrace the unexpected and break from routine. This campaign will extend across connected TV, digital, social, and on and off-premise this fall.

Exceptional Wheated Bourbon Mashbill

Larceny is distinct in its use of wheat instead of the traditional rye, featuring a mashbill of 68% corn, 20% wheat, and 12% malted barley. The 20% wheat content is 25% more than the leading competitor, resulting in exceptional smoothness. Larceny Small Batch is available nationwide at a SRP of $27.99. Individual batches of Larceny Barrel Proof, released nationally on an allocated basis three times annually at a SRP of $64.99, will be bottled in the new packaging starting this fall.

About Larceny Bourbon

The story of Larceny begins with John E. Fitzgerald, a bonded U.S. Treasury agent known for stealing the best bourbon barrels. These “Fitzgerald Barrels” became one of America’s most beloved whiskeys post-Prohibition with the launch of Old Fitzgerald. Today, the legacy continues with Larceny, an incredibly smooth and exceptional small batch wheated bourbon. First introduced in 2012, Larceny has become one of the most successful new bourbons of the past decade, produced by Heaven Hill Distillery. The brand has received numerous accolades, including Double Gold at the 2024 San Francisco World Spirits Competition and Whisky Advocate Whisky of the Year in 2020.

For more information, visit www.larcenybourbon.com.

Heaven Hill reminds you to “Think Wisely. Drink Wisely.”

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