BRANDPACKAGING says: The David Nicholson brand understands how much packaging can affect customer perception of products. The company had an award-winning liquid but felt its previous packaging just didn't hit the same level. David Nicholson updated its packaging for 1843 and used similar design elements for its new release, Reserve, to establish brand family cues for customers. 

Leading producer, importer and marketer of beverage alcohol products Luxco announced the brand refresh of David Nicholson 1843 Kentucky Straight Bourbon Whiskey and the launch of David Nicholson Reserve Kentucky Straight Bourbon Whiskey. The brand, dating back to 1843 and part of Luxco’s portfolio of whiskeys since 2000, will continue to provide 100 proof ultra-premium bourbon, now in an updated sleek, upscale package for both of the variants.

“The 100-proof bourbon category continues to explode with an impressive 24 percent growth rate,” says Fletcher Buchman, brand manager at Luxco. “We continue to add products to our portfolio that fulfill the demand for craft bourbons with fuller flavor and connect current and future consumers that celebrate authentic bourbons.”

David Nicholson Reserve is a Kentucky Straight Bourbon Whiskey that offers a rye mash bill for a spicy, warm finish and will be available in 750ml in July. This bourbon, bottled at 100 proof, is extra aged for a more robust flavor and a full-bodied long finish. Suggested retail price per bottle is $34.99-$39.99. The suggested retail price per bottle for the David Nicholson 1843 is $29.99-$34.99.

“David Nicholson 1843 is still made according to the original recipe and offers a smooth, wheated Kentucky Straight Bourbon Whiskey with hints of vanilla and oak. For David Nicholson Reserve, with the rye mash bill, we achieved a more complex, toasted rich flavor and a spicier bourbon,” says Buchman.

The brand’s packaging refresh includes a sleeker, contemporary bottle and a cleaner label design. With the addition of a natural cork and embossing on the shoulder of the bottle, the packaging now reflects the award-winning bourbon inside. David Nicholson 1843 recently earned a double gold award in 2015 and a gold award in 2016 at the San Francisco World Spirits Competition.