David Nicholson 1843 brand refresh and launch

US importer and marketer Luxco has redesigned the David Nicholson 1843 Kentucky straight bourbon whiskey brand and launched a new variant – David Nicholson Reserve Kentucky straight bourbon whiskey. 

David Nicholson Reserve offers a rye mash bill for a spicy, warm finish. Bottled at 100 proof, it is extra aged for a more robust flavour and a full-bodied long finish. Suggested retail price per 750ml bottle is US$34.99-US$39.99. The RRP per 750ml bottle for the David Nicholson 1843 is US$29.99-US$34.99.

“David Nicholson 1843 is still made according to the original recipe and offers a smooth, wheated whiskey with hints of vanilla and oak. For David Nicholson Reserve, with the rye mash bill, we achieved a more complex, toasted rich flavour and a spicier bourbon,” says Fletcher Buchman, brand manager at Luxco. “The 100-proof bourbon category continues to explode with an impressive 24% growth rate. We continue to add products to our portfolio that fulfil the demand for craft bourbons with fuller flavour.”

The brand’s packaging refresh includes a sleeker, contemporary bottle and a cleaner label design. With the addition of a natural cork and embossing on the shoulder of the bottle, the packaging now reflects the award-winning bourbon inside. David Nicholson 1843 recently earned a double gold award in 2015 and a gold award in 2016 at the San Francisco World Spirits Competition.

9 July 2016 - Felicity Murray The Drinks Report, editor