From: Packaging News

Old Forester, the only bourbon to be bottled before, during and after Prohibition, is launching new packaging for its 86 proof expression.

Inspired by the brand’s history, the updated design draws upon art deco inspiration and reflects a more authentic and premium look for the bourbon.

The design encompasses both new and previously featured packaging elements, while ensuring it is still emphasising the qualities that make the bourbon so special; the heritage, the story and the rich flavour. The refreshed look includes a new glass shape, premium metal closure and foil embellishments. To bring to life the fact that Old Forester is still produced today by the same founding family, the seal of approval by George Garvin Brown has been enlarged on a paper label alongside a refined lower label. These labels have been given a re-design with an added Greek key border, reminiscent of Art Deco, that reflects early Old Forester bottle designs but with a more modern execution.

Georgia Donmall, UK brand manager commented: “As Old Forester continues to be recognised for its authenticity and heritage, we have designed a new packaging that better reflects these values to consumers. We believe the attractive new look will help to make the bottle stand out on the shelves against the growing bourbon category in the UK. Old Forester is the perfect bourbon for consumers entering into premium bourbon and this packaging development is a way to help reinforce this amongst consumers”.