PACKAGING
Extend the Beringer Bros. line to include Rye Whiskey Barrel Aged Red Wine. Leveraging cues from the Rye and American history of Rye whiskey—finding ways to romance the barrels and the source in a way that feels right for Beringer.
CHOSEN CONCEPT: Rye Heritage
Rye whiskey has a long-standing history in America. Some even goes to say that Rye Whiskey was America's first type of whiskey, and figures like George Washington was famous for distilling Rye whiskey.
ALT-CONCEPT: THE PROHIBITION ERA & BOTTLED-IN-BOND
During the prohibition, six distilleries were granted permission to sell “medicinal” whiskey. In order to sell medicinal whiskeys, these companies received bottled-in-bond certifications by adhering to specific protocols and procedures set forth by the government. “While the Bottled-in-Bond act was never meant to guarantee quality-in short it became a hallmark of top-shelf liquor.”
