One of Denmark’s premier whisky producers has unveiled sleek new packaging for their core range to honour their 20th anniversary. Stauning’s Høst and Rye expressions will be the first to feature the refreshed bottle and label design.
Inspired by classic Scandinavian design and architecture, the bottle and font on the label evoke traditional whisky design elements with a modern twist. Central to the redesign is a motif featuring nine lines engraved into the bottle in a way that resembles grain - a reference to the distillery’s nine founding partners and the brand’s grain-to-glass ethos.
Alex Munch, co-founder of Stauning Whisky, said: “This is a significant moment for Stauning – a distillery that began 20 years ago as a wild idea among friends and has grown into one of the world’s most acclaimed New World whisky producers.
“Our new look honours classical whisky cues while reflecting our future – thoughtful, design-led and defiantly Danish.”
The new packaging is also part of a wider effort from the distillery to engage with curious whisky drinkers on the lookout for new perspectives in the world of whisky.
Scott Milne, marketing director at Stauning Whisky, explained: “We aimed to create a brand world that captures the essence of Stauning and appeals to a wide audience: considered, characterful, and unmistakably Danish.
“In a competitive whisky market, it’s essential to stand out and offer something unique. Our new look celebrates Danish taste and invites a broader audience – from enthusiasts to curious drinkers – to see whisky from a different perspective.”
Bottles featuring the new packaging will be rolled out this summer, initially focussing on the two aforementioned expressions before being featured on the rest of the brand’s portfolio by 2026.
Stauning have been in the headline a few times already this year. In March it was announced that Diageo was pulling out of Distill Ventures - a drinks brands accelerator geared towards helping young brands grow and develop. Stauning were affected by this funding cut and subsequently revealed that they were having to reorganise their business, a move that resulted in job losses.
A few weeks later, news broke about the enforcement of an old trade agreement between the EU and Canada that may lead to Europe-based whisky producers being prohibited from referring to any spirit they make as ‘rye whisky’. Stauning, who have built their brand largely on the strength of their rye whisky, were among the most vocal groups speaking out against this decision.
So this rebrand comes at a pivotal time for the Danish distiller. Hopefully it can serve as a positive turning point for the brand, as they move on from recent trials and look to the future.
