Germany’s Schwarze & Schlichte is set to roll out an updated look for its Bärenjäger Honey Liqueur brand.
The refresh has started rolling out in the US this month. It will apply to both iterations of the brand: Honey Liqueur and Honey Bourbon.
Among the changes are the introduction of a wooden beehive cork, a “beehive-inspired” glass bottle and a “modernised” label. Both expressions of Bärenjäger are bottled at 35% ABV with an SRP of US$34.99 per 75cl bottle.
Bärenjäger Honey Liqueur is imported into the US by Marussia Beverages USA, a national importer of spirits, sake and wines including brands such as Hatozaki Whiskies, Mozart Chocolate Liqueurs, Torabhaig Scotch Whiskies, 135° East Japanese Gin and Akashi Tai Sakes.
Last month, Brown-Forman kicked off a rebrand of The Glendronach’s “ultra-premium” line-up with the roll-out of a 21-year-old iteration of the single malt scotch.
