How Diageo created Orphan Barrel, a high-end family of rare bourbons, using unique packaging treatments to represent the distinctive taste experience from each.   

The world’s largest spirits company, Diageo, discovered a stock of ultra-aged bourbons languishing in orphaned barrels in a warehouse of its Stitzel-Weiler distillery in Shively, KY.  Orphan Barrels are topnotch aged bourbons that were never bottled or used in blending. So, Diageo decided to form a new, high-end brand family, with unique packaging to distinguish each bourbon in the Orphan Barrel brand family as a unique, premium taste experience. With the success of other rare, collector bourbons (such as Pappy Van Winkle), the market has simply exploded. (Many now retail for $300-$500 per bottle).

So, choosing “Orphan Barrel” as the overarching family name, Diageo decided each bourbon would be a unique brand proposition. Diageo next engaged Force Majeure NYC to create the distinctive, premium designs representing the distinct tastes of each bourbon. The Force Majeure design team created stunningly visual and tactile, high-end labels. But, challenging tasks still lay ahead to preserve and enhance these defining attributes through production.

Enter print-ability™, the New York firm headed by Russell Whalen. print-ability™ worked closely beside the Force Majeure designers and a tightly-knit team was formed. Each variant was painstakingly tested for substrate, colors, special effects (foils, emboss, deboss) varnishes of all types, print processes, and more. print-ability™ is known for being capable of bridging the gap that too-often exists between designers and printers. Our aim is to insure that the vision imagined by the Brand Team comes to fruition in the final, on-shelf packaging. Our expertise is knowing which questions to ask, to get the most out of the printing process and vendors. Then, we build precision production files that maximize quality and brand impact. In the case of Orphan Barrel, the finished printed labels were the result of laser-focused print trialing and creative production.

At the core of the print-ability™ ethos is a belief in creative problem solving for real-world production scenarios. Partnering with Strategy, Brand, Design and Vendor to maximize the brand experience and create winning brands that stand the test of time. Orphan Barrel demonstrates a clear triumph in this regard where the up-front work was realized in the final, on-shelf product which instantly resonated with consumers.

print-ability™ can help your Brand find the new success it deserves. Reach out today and let’s see how we can team-up for outstanding results!