This fall, when you’re walking down the store aisle searching for Larceny Bourbon, heads up: the brand is getting some new packaging. In addition, you may see some new advertising for your favorite wheated bourbon.
The new Seize Tonight campaign is “centered around the idea that the most memorable moments happen when you let curiosity get the best of you and take a little risk – much like John E. Fitzgerald himself,” according to Larcency.
Larceny Small Batch and Larceny Barrel Proof bottles will now include:
- The original Old Fitzgerald seal in foil on top of the capsule
- John E. Fitzgerald’s signature at the bottom
- A sculpturally embossed foil key (Larceny’s symbol).
- The legend behind the Larceny story will show up on the bottle when held under ultraviolet (black) light
“John E. Fitzgerald, a U.S. Treasury agent in the late 1800s, used his keys to access aging whiskey barrels, stealing the best bourbon for himself. When it came time to dump these barrels some were unusually light and exceptionally smooth and became known around the distillery as “Fitzgerald Barrels”. This inspired the historic Old Fitzgerald brand and then Larceny which launched in 2012. The connection between the two brands is highlighted in the new Larceny package.”
