Larceny Kentucky Straight Bourbon Whiskey has announced new packaging along with a new campaign entitled “Seize Tonight”. The newly released design on both Larceny Small Batch and Larceny Barrel Proof uses premium papers and foils to prominently feature the key and keyhole iconography the brand is known for, alongside the Old Fitzgerald seal. The Seize Tonight campaign was made in spirit of the risks John E Fitzgerald took when stealing bourbon from bonded warehouses.

 

John E Fitzgerald was a US Treasury agent in the late 1800s. He used his keys to access ageing whiskey barrels and stole the best bourbon for himself. When it came time to dump these barrels, some were unusually light and smooth and became known around the distillery as 'Fitzgerald Barrels'. This inspired the historic Old Fitzgerald brand and then Larceny which launched in 2012.

 

The connection between the two brands is highlighted in the new Larceny package. Elements like the original Old Fitzgerald seal in foil on top of the capsule and Fitzgerald's signature at the bottom of the label show the classic brand's endorsement of Larceny. Larceny's iconic key symbol has also been updated with a sculpturally embossed foil key that takes direct inspiration from the Old Fitzgerald key. Wheated Bourbon Mashbill is prominently featured on the bottom label, describing Larceny’s unique flavor profile. 

 

One of the most unique elements of the new packaging is not visible to the naked eye. Printed with UV ink, the legend behind Larceny can barely be seen in natural light but hold the label under a blacklight and it becomes visible. This feature is in reference to the fact that for many years the story of John E Fitzgerald was lost to history. It was only in recent decades that Fitzgerald's true identity as a treasury agent with a taste for stolen whiskey came to light. On the back of Larceny bottles, bourbon fans can scan the QR code, taking them directly to the newly updated Larceny website.

 

This campaign will be extended across connected TV, digital, social, and on and off premise this fall.

 

Unlike many other bourbons, Larceny is made with wheat instead of the traditional rye, using a mashbill of 68 per cent corn, 20 per cent wheat, and 12 per cent malted barley. The use of 20 per cent wheat as the secondary flavor grain is 25 per cent more than the leading competitor.

 

Larceny Small Batch is available nationwide in the US (SRP $27.99) and the new packaging is now shipping. Individual batches of Larceny Barrel Proof (SRP of $64.99) three times per year.