Larceny Bourbon Launches New Packaging
Larceny Bourbon has unveiled new packaging for Larceny Small Batch and Larceny Barrel Proof. The upgraded design uses premium papers and foils to prominently feature the key and keyhole iconography the brand is known for alongside the Old Fitzgerald seal.
John E. Fitzgerald, a U.S. Treasury agent in the late 1800s, used his keys to access aging whiskey barrels, stealing the best Bourbon for himself. When it came time to dump these barrels some were unusually light and exceptionally smooth and became known around the distillery as “Fitzgerald Barrels”. This inspired the historic Old Fitzgerald brand and then Larceny which launched in 2012. The connection between the two brands is highlighted in the new Larceny package. Elements like the original Old Fitzgerald seal in foil on top of the capsule and Fitzgerald’s signature at the bottom of the label show the classic brand’s endorsement of Larceny. Larceny’s iconic key symbol has also received an upgrade with a sculpturally embossed foil key that takes direct inspiration from the Old Fitzgerald key. Wheated Bourbon Mashbill is prominently featured on the bottom label, calling out Larceny’s unique flavor profile.
Sometimes what’s not there is the key to what is. One of the biggest features of the new package is not visible to the naked eye. Printed with UV ink, the legend behind Larceny can barely be seen in natural light but hold the label under a blacklight and the story is revealed. This feature alludes to the fact that for many years the story of John E. Fitzgerald was lost to history. It was only in recent decades that Fitzgerald’s true identity as a Treasury Agent with a taste for stolen whiskey came to light. The new label resembles a page ripped from the history books – lost for many years, but rediscovered. On the back of Larceny bottles, Bourbon fans can scan the QR code taking them directly to the newly updated Larceny website.
Larceny Small Batch in the new packaging is now shipping to retailers nationwide and carries a suggested retail price of $27.99. The first release of Larceny Barrel Proof to be presented in the new packaging will be Larceny Barrel Proof Batch C924, releasing in the fall at a suggested retail price of $64.99.
Source: Larceny Bourbon.