W.L. Weller Bourbon Gets A New Look

The W.L. Weller Bourbon brand will receive a packaging upgrade this December.

Weller Special Reserve, Weller Antique, and Weller 12-Year-Old Bourbon Whiskey will use a brand new bottle design that is taller and “more sophisticated,” says the brand’s producer, Buffalo Trace Distillery, while also maintaining the curves of the current Weller bottle.

Each whiskey will have its own distinctly colored face label, which has been enlarged and includes a large cursive “W” on the front. The brand name “Weller” has been enlarged on the front label for “stronger and easier consumer brand name recognition,” the company says, and the newly added back labels include information about William Larue Weller and the whiskey.

These back labels share the life story of William Larue Weller, along with tasting notes for each respective expression. Born in 1825, William Larue Weller was one of the early distilling pioneers in Kentucky. After serving with the Louisville Brigade in the 1840s, Weller returned to Louisville to join the family tradition of whiskey distilling. He developed his original bourbon recipe with wheat, rather than rye in the mash bill. Weller’s original wheated recipe bourbon became so popular he was forced to put a green thumbprint on barrels to ensure that customers were receiving the real deal. His namesake company eventually went on to merge with Pappy Van Winkle’s A. Ph. Stitzel Distillery to form the Stitzel-Weller Distillery — one of the most iconic and beloved distilleries in Kentucky.

The Weller name is played up in the new label design, bearing “Weller” in a gold color front and center of the bottle and on the necker, making the brand more easily identifiable on shelves and back bars.


The gold accents continue throughout the front label to add to the intended upscale feel. The initials “W.L.” have been removed the front of the label in order to provide the correct amount of space for the newly enlarged brand name.

The cap closure for each bottle has been upgraded as well to a high quality aluminum cap, the company says.

“We are committed to Weller and have no plans to discontinue or change the recipe, proof, or age of any of the Weller whiskeys,” says said Kris Comstock, marketing director, bourbon, Buffalo Trace.

Weller Special Reserve and Weller Antique should be available in the new packaging this December, as with the next release of Weller 12 Year Old scheduled for spring of 2017.

This new look will affect 750-ml., liters and 1.75-L. sized bottles. There is no price increase planned. Suggested retail price for the 750-ml. bottles of Weller Special Reserve is $17.99, Weller Antique 107 is $19.99, and Weller 12-Year-Old $24.99 each.



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