Russell’s Reserve^® unveils new packaging for its line of small batch Bourbons and Ryes. While the award-winning liquid remains the same, the new packaging embodies the family heritage and craftsmanship behind the Russell’s Reserve brand. Born from the minds and hearts of legendary father and son distilling duo Jimmy and Eddie Russell, Russell’s Reserve marks a standard in small batch whiskey.

In order to visually convey the unique attributes of the liquid, Jimmy and Eddie’s story is brought front and center, branded with signatures of approval from both Master Distillers. The Russell’s name is also brought forth with a more pronounced presence – honoring a timeless family legacy that will exist for generations to come. According to Andrew Floor, Vice President of Dark Spirits for Campari America, “We wanted the new packaging to speak to our inherent craftsmanship while conveying the family heritage and bond between our two Master Distillers Jimmy and Eddie Russell.”

Under the Russell’s Reserve brand, Jimmy and Eddie Russell have released perennial favorites, such as Russell’s Reserve 10 Year Old Bourbon, Russell’s Reserve Single Barrel Bourbon, Russell’s Reserve 6 Year Old Rye, and debuting later this month, Russell’s Reserve Single Barrel Rye. Each of these expressions has new packaging that reflects the following changes:

• • Logo: The new American White Oak tree emblem with the brand name “Russell’s Reserve” through the middle is proudly shown on the neck label of each bottle. The new logo is meant to bond the strong Russell family foundation into each bottle of whiskey.
  • Cartouche: Has been changed from “Jimmy Russell” to “Russell’s Family Reserve” to represent the endless Russell family tradition.
  • Label: The new label features a rustic aesthetic that’s synonymous with Russell’s Reserve craftsmanship, and is purposely made to look more prominent on the bottle to accentuate the combined years of experience that go into the brand and spirit inside the bottle. The footer label brings Jimmy and Eddie’s story to the forefront with the true meaning of their family story.