Modern visual identity reinforces the premium whiskey brand’s ambition while preserving award-winning quality
BARDSTOWN, Ky. (January 27, 2026) — Bardstown Bourbon Company, one of the most innovative distillers in American whiskey, is unveiling a bold new packaging redesign across its core portfolio beginning this year. The refreshed look reflects the brand’s commitment to pushing the boundaries of bourbon while maintaining the exceptional quality standards that define its award-winning American Whiskey lineup.
Strategic Brand Evolution Designed to Stand Out on Shelf
The new packaging marks a strategic visual evolution for Bardstown Bourbon Company, designed to better communicate the premium spirit inside while increasing retail and back-bar visibility. Maintaining the brand’s signature bottle silhouette, the redesign introduces a refined modernist aesthetic with elevated materials, bolder typography, and clearer product communication.
Key enhancements include:
- Enhanced Visibility on Shelf: Bold typography, secondary labels, and distinctive iconography
- Improved Product Clarity: Clear designations and intuitive bar calls for each expression
- Refined Color System: Stronger SKU differentiation and visual separation
- Premium Materials: Soft-touch label substrate adds density, texture, and elevated feel
- Authentic Iconography: A debossed topographical map honors Bardstown’s place of origin, blending innovation with tradition
Finished with a heavier weighted cork, the updated packaging delivers a confident, premium presence designed to “pop” both on retail shelves and behind the bar.
Redesign Supports Brand Growth and National Distribution
“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.”
The redesign initiative began as Bardstown Bourbon Company scaled nationwide distribution. While highly regarded within the whiskey industry, previous packaging lacked strong shelf differentiation between expressions. Extensive market research and national agency collaboration informed the process before the project was brought in-house under Design Director Ron Jasin. The company partnered with Eurostampa, a global leader in premium spirits packaging, to execute the final production.
Phased Rollout Includes New Single Barrel Offering
The refreshed packaging will begin rolling out in early spring across Bardstown Bourbon Company’s core expressions: Kentucky Straight Bourbon Whiskey, Bottled-in-Bond, High Wheat Bourbon, and Kentucky Straight Rye. Later in the year, the new design will extend to the Single Barrel Program, Discovery Series, and the brand’s award-winning collaborations.
Alongside the redesign, Bardstown Bourbon Company is expanding its by-the-barrel program with a new Wheated Bourbon single barrel option. In addition to Kentucky Straight Bourbon and Rye, barrel buyers will now be able to select a Wheated Bourbon made from the same 20% wheat recipe featured in the brand’s Bottled-in-Bond expression.
This evolution represents more than a design refresh—it reinforces Bardstown Bourbon Company’s commitment to 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.”
About Bardstown Bourbon Company
Bardstown Bourbon Company is redefining modern American whiskey by combining the art of traditional distillation with cutting-edge innovation. Home to one of the most advanced distilleries in the world, Bardstown Bourbon Company delivers premium whiskey experiences along the Kentucky Bourbon Trail™ while championing transparency and collaboration across the industry.
The company has been recognized as Icons of Whisky Global Brand Innovator of the Year (2025), IWSC Worldwide Whisky Producer of the Year (2023), and the only brand to appear on Whisky Advocate’s Top 20 list five times (2019, 2021–2025). Bardstown Bourbon Company is part of Lofted Spirits, one of the largest American whiskey distillers in the U.S. Learn more at BardstownBourbon.com.
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