Woodford Reserve

Brown-Forman is rolling out a new-look bottle for its Woodford Reserve whiskey brand.

The pack has been given a revised shape, and now features a wraparound label and copper foil with matte finish.

Changes were made to “celebrate the unique and ultra-premium nature of the bourbon, which sees the liquid transferred to a second barrel” the brand said.

“We believe this redesign will help to demonstrate Woodford’s commitment to innovation, while also cementing the brand as a leader in the super premium spirits category,” added Woodford Reserve UK brand manager Georgia Donmall.

It comes as the brand added £453k to its value over the past year, a rise of 18.2% to £2.95m [IRI 52 w/e 22 July 2017].