9th September, 2015 by Kristiane Sherry

Campari America-controlled Russell’s Reserve has redesigned the packaging for its Bourbons and ryes to highlight “craftsmanship”.

While the liquid remains the same, the packaging refresh is said to embody the “family heritage and craftsmanship” behind the brand.

Signatures from Jimmy and Eddie Russell, the father and son master distillers behind the brand, feature prominently on-pack, while the Russell’s name has also been given a more pronounced presence.

A new American white oak emblem now appears on the neck of the bottles, with the logo said to “bond the strong Russell family foundation into each bottle of whiskey”.

The cartouche has been changed from “Jimmy Russell” to “Russell’s Family Reserve”, while the wider label features a more “rustic aesthetic”. The footer label reinforces the family story element.

“We wanted the new packaging to speak to our inherent craftsmanship while conveying the family heritage and bond between our two master distillers, Jimmy and Eddie Russell,” said Andrew Floor, vice president of dark spirits for Campari America.

The complete Russell’s Reserve product portfolio includes Russell’s Reserve 10 Year Old Bourbon, Russell’s Reserve Single Barrel Bourbon, Russell’s Reserve 6 Year Old Rye, and Russell Reserve Single Barrel Rye which is set to launch later this month.