The Situation —

Rare Character Whiskey is known for its immaculate selection of single barrels and its bottles selling out almost immediately. Every single barrel yields approximately 250 bottles; thus, a unique problem was created: Every day, consumers new to the brand could only experience Rare Character if they were lucky enough to find a single barrel bottle.

The Solution —

Rare Character Limited Release (often referred to as RCLR) was the solution to needing a product that was more readily available, without sacrificing the quality Rare Character is known for. RCLR is a series of blended whiskey, each with a unique batch yielding approximately 1300 bottles.

The bottle design is truly specific to Rare Character and highlights the aspects of the brand that consumers love: the art, the whiskey details, and the brand. Americano created the design system to bring each of these elements to life, while still leaving hints and nods to the original Single Barrel Series—creating a smooth introduction to the vast portfolio of Rare Character Whiskey.