Packaging makeover for Woodford Reserve

Brown-Forman has announced a packaging redesign for its Woodford Reserve bourbon whisky brand.

The new packaging introduces a significant structural change for Woodford Reserve Double Oaked, as well as subtle changes to the rest of the brand family. The redesign offers clearer differentiation between product expressions.

The design process began in 2015, with Brown-Forman's in-house designers working with agencies Essential Design and Studio Minneapolis.

Mark Bacon, Woodford Reserve global brand director says: “When Woodford Reserve first launched 20 years ago, we redefined the category with our complex yet balanced bourbon in a disruptive package. Through this redesign, Woodford Reserve continues to demonstrate its commitment to innovation in design evolution and overall leadership within the super-premium spirits category.”

Woodford Reserve’s package changes include refreshed premium bottle structures, cork closures, and new labels with high quality paper, copper foil, and matte finishes. The most notable changes are evident in the bottle redesign of Woodford Reserve Double Oaked which celebrates this unique barrel-finished bourbon.

Chris Hungerford, Brown-Forman vice president of global design says: “Emulating the iconic shoulders of our classic Woodford Reserve package, the Double Oaked bottle features a new shorter and wider glass structure with a heavy base. An offset wrap around label completes this revolutionary design which distinguishes this expression more easily on the shelf as an ultra-premium offering.”

The new Double Oaked package will begin shipping this month, while the rest of the new packaging from Woodford Reserve is on shelves now across the US.

6 December 2016 - Sam Coyne The Drinks Report, editorial assistant