Heritage inspires more premium look for Old Forester

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A new look is being unveiled for historic bourbon Old Forester in the UK, taking inspiration from its unique heritage.

Rolling out from January onwards, the new packaging aims to reflect a more authentic and premium look for the 43% ABV whiskey while highlighting its place as the only bourbon to be bottled before, during and after US Prohibition.

The refreshed look includes a new glass shape, premium metal closure and foil embellishments. To emphasise that Old Forester is still produced by the same founding family, the seal of approval by its creator George Garvin Brown has been enlarged on a paper label alongside a refined lower label.

These labels have been given a re-design with an added Greek key border, reminiscent of Art Deco, that reflects early Old Forester bottle designs but with a more modern execution.

UK brand manager Georgia Donmall said: “As Old Forester continues to be recognised for its authenticity and heritage, we have designed a new packaging that better reflects these values to consumers.

“We believe the attractive new look will help to make the bottle stand out on the shelves against the growing bourbon category in the UK. Old Forester is the perfect bourbon for consumers entering into premium bourbon and this packaging development is a way to help reinforce this amongst consumers.”

Now owned by Brown-Forman and distributed in the UK by Bacardi Brown-Forman Brands (BBFB), Old Forester dates back to 1870 when it was created by George Garvin Brown.

While the production, transport and sale of alcohol was banned during Prohibition from 1920 to 1933, Old Forester was granted a permit to continue distilling “for medicinal purposes”.

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