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Updated packaging design for Old Forester

Brown-Forman Corporation is launching a new packaging for its Old Forester 86 and 100 proof expressions. Borrowing from the brand's history, the updated packs present the same bourbon with a contemporary feel.

Campbell Brown, Old Forester president and fifth generation Brown family member says: “Old Forester has been sold continuously in the United States for over 140 years and as the first bottled bourbon, we wanted to emphasise our rich history. This design utilises some new and previously featured packing elements while ensuring an emphasis on those qualities that make this bourbon so special: where we are from, our enduring presence and certainly our rich colour and flavour. ”

Old Forester’s packaging changes includes a new glass shape, premium metal closure, enlarged founder’s statement on paper label, foil embellishments, refined lower label and premium glass punt.

Chris Hungerford, vice-president of global design, Brown-Forman, says: "The Old Forester redesign evokes the brand's historical packaging. The new glass structure has a slight taper Old Forester Distillery embossed on the shoulder and the established date of 1870. This new design recognises the longevity of the brand and reinforces Old Forester’s authenticity. The label shifts from a clear label to paper one with and added Greek key border that reflects early Old Forester designs with a modern execution. "
The new designs were created in a collaboration between the Brown-Forman in-house team and Boston based Essential Design. The label, trade dress and closure was designed in house, while Essential Design took responsibility for the glass structure.

Old Forester in 1 litre sizes will begin shipping in February and March. Shipments of 750ml sizes will ship in late Spring.

4 February 2017 - Sam Coyne The Drinks Report, editorial assistant