Grain & Barrel Spirits has unveiled new labels for its Chicken Cock American whiskey, featuring a different rooster for each of the brand’s five core SKUs.
The chicken characters, Remy, Ricky, Riley, Russell and Rocco, are supposed to “represent the distinct character” of the Wheated Kentucky Straight Bourbon, Straight Bourbon, Straight Rye Whiskey, Straight Small Batch Bourbon and Double Oak ten-year-old. The new labels have been rolled out across the US to mark the brand’s 170th anniversary this year.
Chicken Cock Rye will also be available in the new design in the brand’s seven export markets, and the Straight Bourbon is set to follow suit, a spokesperson told Global Drinks Intel.
“The refresh maintains the brand’s signature honeycomb glass bottle – a tribute to its medicinal roots -while elevating ‘The Famous Old Brand’ rooster emblem,” Grain & Barrel Spirits explained. “The new designs simplify the aesthetic for better shelf recognition while highlighting the craftsmanship of the liquid inside.”
Chicken Cock’s five-strong core collection ranges in price from US$57.99 to $95.99. Alongside the line, the distillery releases an annual limited-edition iteration in a tin, which has included the $249.99 Mizunara and $199.99 Red Stave. It also runs a collaborative distillation programme with Bardstown Bourbon Co.
Grain & Barrel Spirits acquired and revived the Chicken Cock brand in 2012. The bourbon sits alongside Dixie Vodka, High Goal gin, EG Booz whiskey and tequila Eterno Verano in the Charleston, South Carolina-based company’s portfolio.
In January, Kentucky peer Lofted Spirits unveiled fresh Bardstown Bourbon Co packaging, aiming to improve the brand’s shelf visibility and product “clarity”.
