Press Release: Bardstown Bourbon Company Announces Packaging Redesign for Core Lineup

Amongst the Whiskey Team
3 hours ago
4 min read

Bardstown Bourbon Company's new label on the Bottled in Bond Kentucky Straight Bourbon Whiskey — Photo provided by Bardstown Bourbon Company

January 27, 2026 (Bardstown, KY.) — Bardstown Bourbon Company, one of the most innovative distillers in American whiskey, will reveal a comprehensive packaging transformation across its core portfolio this year. The bold new design reflects the brand's continued commitment to pushing the boundaries of bourbon while maintaining the exceptional quality standards of their award-winning American whiskey portfolio.

Strategic Brand Evolution Enhances Retail Visibility with Palette That "Pops" on Shelf

The packaging update marks a strategic visual evolution of Bardstown Bourbon that speaks not only to the forward-thinking ethos that defines the brand, but more clearly to the premium spirit within. The refined modernist aesthetic keeps the brand's signature bottle shape while introducing sophisticated design elements that strengthen the brand's positioning. Key design updates include:

Enhanced Visibility on Shelf: Secondary labels and bold tyopgraphy, plus distinctive iconography
Improved Product Clarity: Prominent designations and intuitive bar calls for each expression
Refined Color System: Strengthens visual separation and SKU differentiation
Premium Materials: Soft-touch label substrate adds density and distinction, elevating the bottle's feel and presence
Authenticity through Iconography: Debossed topographical map nods to place of origin, offering a tactile bridge to Bardstown's push to challenge boundaries while honoring time-tested tradition

Sealed with a heavier weighted cord, the elements merge thoughtful, minimalist design with genuine personality that ensures each expression "pops"—both on retail shelves and on the back bar.

The new split label designs for Bardstown Bourbon Company's whiskey portfolio

Thoughts and reactions from the Amongst the Whiskey team can be found at the bottom of this page.

Strategic Redesign Furthers Brand's Innovation Strategy

"Our new packaging amplifies what made us who we are: bold, innovative, transparent and high-quality. Every element, from our beautiful bottle to the premium materials, tells the story of our unwavering commitment to excellence while signaling our evolution as a brand that is ready to boldly step into the future," said Pete Marino, President of Lofted Spirits. "At Bardstown, we are constantly pushing ourselves to redefine what premium means in today's market while staying true to the values that earned our customers' trust. This packaging is another part of our promise that innovation and tradition can coexist beautifully, creating something that honors our legacy while writing the next chapter for our story."

The push to redesign emerged as the brand scaled with nationwide distribution. While well-known within the whiskey industry, the packaging was recessive on the shelf and failed to provide clear differentiation between expressions. The project began with deep market research and national agency support before it was ultimately brought in-house and overseen by Design Director Ron Jasin. Bardstown Bourbon Company worked with international printing house Eurostampa, which specializes in premium spirits packaging.

New Single Barrel Offering Included in Phased Rollout

The refreshed design will begin rolling out in early spring on Bardstown's core productions: Kentucky Straight Bourbon Whiskey, Bottled-in-Bond, High Wheat Bourbon, and Kentucky Straight Rye. Later in the year, the refreshed design will expand to the brand's Single Barrel Program, Discovery Series, and award-winning brand collaborations.

Along with redesigned packaging, a new single-barrel option will be added to the brand's by-the-barrel program. In addition to Kentucky Straight Bourbon and Rye Whiskeys, barrel buyers will not be able to select a Wheated Bourbon from the same 20% wheat recipe that comprises Bardstown's Bottled-in-Bond.

This latest evolution signals not just a design update but a reaffirmation of Bardstown Bourbon Company's commitment to pushing the boundaries of bourbon through innovation, transparency, and world-class American whiskey.

"The labels have changed. The standards haven't," said Dan Callaway, Master Blender. "Inside these beautiful bottles is the same award-winning whiskey—the consistent quality that defines our pursuit of what's possible."

Thoughts from the Authors

From Jes: If you were hunting bottles in 2023, then you may remember the moment when Bardstown Bourbon released its first core products. I certainly do, and they were quite difficult to find at first, and for good reason. The inaugural release of core products from a well-respected brand at a price that wouldn't make consumers second-guess pulling it from the shelf was exciting news! When I finally found the bottled-in-bond expression, I was elated. Aside from what I heard was going to be great bourbon, I absolutely adored the bottle design, particularly the back image of the tree. Unfortunately, the redesign eliminated this detail, the designs shown through to the back of the bottle, which was something I had actually considered a visual staple for Bardstown Bourbon. I will miss seeing the pretty artwork through the bottle, but as someone who enjoys clean, concise labeling and appreciates transparency right there on the label, I believe this design shift will further highlight Bardstown's diverse profile and visibility on shelves in a positive and necessary way.

From Nick: This label is definitely eye-catching, with that front label highlighting what people really need to know at a glance. The wheated bourbon enthusiast, in particular, might be more apt to try or buy when they see that bright blue, textured topographical background with the bold "high wheat" that gives them a raised eyebrow. What I appreciate most is that the transparent origin details, mash bills, age, and blending percentages all remain accessible to the more curious connoisseur. While my gut reaction is probably somewhat resistant to the change, favoring the detail-rich lore that Bardstown Bourbon Co. was built on, I understand the need to remain accessible to everyone in order to scale your business beyond the small cross-section of whiskey geeks who might typically peruse this site. I know I'll be looking out for their rye whiskey in 2026 and beyond.

All of the Bardstown Bourbon Co new label designs

About Bardstown Bourbon

Bardstown Bourbon Company is pushing the boundaries of innovation while honoring the traditional art of making great whiskey. With the most modern, technically advanced whiskey distillery, Bardstown Bourbon combines the highest quality distillation and spirited hospitality into a modern, authentic bourbon experience unlike any other on the Kentucky Bourbon Trail™. Bardstown Bourbon Co. Is working to push the entire Industry In a direction that is more innovative, more transparent, and more collaborative. Bardstown Bourbon was named Icons of Whiskey Global Brand Innovator of the Year (2025), IWSC's Worldwide Whiskey Producer of the Year (2023), and the only brand represented on Whisky Advocate's Top 20 list in five different years (2019, 2021-2025). Bardstown Bourbon Co. It is a part of Lofted Spirits, one of the largest American Whiskey distilleries in the U.S. For more information, visit BardstownBourbon.com and find a bottle near you today.