Strategic design led to 16% greater share with bourbon category shoppers.
WhistlePig is an artisanal, farm to bottle spirits brand known for its bold rye whiskies and commitment to regenerative agriculture. With the launch of its first bourbon, the brand set out to grow its audience while staying rooted in craft and purpose.
The original bourbon packaging lacked the necessary craft cues, ingredient transparency, and emotional storytelling that drives purchase in the premium spirits aisle. The team came to us to solve the disconnect and ensure the new bourbon line could compete against brands like Maker’s Mark.
We developed a premium line extension that introduced tactile elements like hand-stamped details, fingerprints, and natural textures to elevate craftsmanship and authenticity. Paired with messaging that brought clarity to the brand’s story and values, the final packaging increased shelf presence, strengthened emotional connection, and aligned the bourbon line with the expectations of premium spirits shoppers.
