The goal of this rebrand was to reposition Burnside Oregon Oaked Bourbon as a premium spirit, targeting the Millennial whiskey enthusiast. The first challenge was to unbundle the existing identity from Civil War General Ambrose Burnside and shift the focus to Burnside Street (named after Daniel W. Burnside, an early Portland merchant.) The next task was to highlight the unique aging process of this whiskey, which is rested in casks of Garryana Oak, a species native to Oregon.

Playing home to a host of iconic music venues, record stores and street performers, Burnside Street is the real epicenter of Portland’s nightlife. The label echoes the music posters and garage band flyers littering the street’s telephone poles. And since the best way to get onto Burnside is by the historic Burnside Bridge Oregon Oaked Bourbon, their flagship product, proudly wears the colors of its two iconic towers, which are also illustrated on each neck label.

This product has been recently launched. Early indicators are strong and exciting with key new accounts opening and high energy experienced in the trade. It is too soon to have significant sales data collected, but new returns are very good. The client is highly motivated and moving ahead with more new product initiatives.