Pernod Ricard has refreshed the packaging for Jefferson’s Bourbon in an effort to create a “more cohesive identity” for the Kentucky brand.
New labels display product information in a rectangular block in a different colour for each of the brand’s four core SKUs. The brand name and logo have also been standardised across the range, compared to previous iterations (below).
Updated 75cl bottles are now rolling out across the US in the off- and on-premise, as well as D2C via the brand’s website. Additional formats including 37.5cl, 100cl and 175cl bottles will be available “later this year”.
Alongside the brand refresh, an eight-year age statement has been added to Jefferson’s Reserve, which previously had no age statement. The new Jefferson’s Reserve eight-year-old also has a higher ABV than its predecessor, rising from 45.1% ABV to 48%.
“Getting to this age statement meant going back through our older, more mature barrels and crafting this bourbon with intention,” Jefferson’s master blender, Ale Ochoa, said.
In its full-year results, reported last month, Pernod Ricard saw fiscal 2026 finish down by 3.9% at EUR9.40bn (US$10.96bn).
