• by Fern Siegel , February 14, 2025

Old Grand-Dad 16 yr bourbon has a long heritage — it's been distilled since 1882. And the James B. Beam Distilling Co. now offers a 100-proof, highly aged one-time-only edition.

Sometimes, the label tells the story.

To celebrate its past, JBBDCo asked Brooklyn branding agency Tavern to create a new label design that acknowledged the past, while noting the bourbon's unique properties. The brand's woodmark was refreshed. The copy font signals different elements of the brand's heritage, with "established 1882." The red pops against the black type, a nod to pre-Prohibition whiskeys, and bright, yellow-gold backdrop. Yellow honors the bourbon's roots, a reminder of the golden color of Old Grand-Dad's heritage packaging.

"Taking a modern heritage approach to the design, we dove into the archives, carefully selecting a unique blend of old and new design elements for inspiration," said Mike Perry, CCO of Tavern. "Boldness and prestige, inspired by the liquid inside, drove every design decision. We decided on a bold, stripped back, and type-centric approach for a more modern feel that allowed the subtle details of the overall design to sing."

And to highlight Old Grand-Dad 16 yr's flavor, "high-rye mash bill" was added to the label, as was its provenance: "Clermont, Kentucky."

"We want to not only preserve but also propel the industry forward with innovative releases that captivate whiskey enthusiasts," said Regan Clarke, vice president, U.S. Brands, American Whiskey at Suntory Global Spirits. "The design work on Old Grand-Dad 16yr is a tribute to the brand's heritage."