Larceny Kentucky Straight Bourbon Whiskey has rolled out an updated look for its bottles, accompanied by the launch of a new marketing campaign titled “Seize Tonight.” This refresh affects both the Larceny Small Batch and Larceny Barrel Proof variants, incorporating more luxurious materials like premium papers and foils. Central to the design are the iconic key and keyhole symbols, which are highlighted alongside the Old Fitzgerald seal, a nod to the whiskey's heritage.
Image credit: Larceny
The history behind Larceny Bourbon adds a layer of intrigue. John E. Fitzgerald, a U.S. Treasury agent in the late 1800s, famously used his keys to access and sample some of the finest aging whiskey barrels, keeping the best for himself. These barrels, known for their exceptional smoothness, came to be called “Fitzgerald Barrels.” This story inspired the creation of the Old Fitzgerald brand, and later, Larceny, which was launched in 2012.
The new packaging of Larceny Bourbon emphasizes this rich history. The bottle features the original Old Fitzgerald seal in foil at the top and Fitzgerald’s signature at the bottom, symbolizing the classic brand's endorsement. The key symbol on the bottle has been enhanced with a sculpturally embossed foil key, drawing direct inspiration from the Old Fitzgerald key. Additionally, the Wheated Bourbon Mashbill is highlighted on the bottom label, showcasing Larceny's unique flavor profile.
One of the most fascinating aspects of the new packaging is a hidden feature. Printed with UV ink, the story of Larceny is nearly invisible in normal light but can be revealed under a blacklight. This element pays homage to the once-lost story of John E. Fitzgerald, whose true identity as a whiskey-loving Treasury Agent was only uncovered in recent decades. The label itself is designed to look like a page from a history book that was lost and then found. Furthermore, a QR code on the back of the bottle directs consumers to the newly updated Larceny website, providing more information and an enhanced brand experience.
The “Seize Tonight” campaign is Larceny’s take on the classic carpe diem philosophy. Inspired by Fitzgerald's daring acts, the campaign encourages fans to embrace spontaneity and take risks to create memorable moments. This campaign will be visible across various media platforms including TV, digital, social media, and in physical locations this fall.
Larceny Bourbon stands out from many other bourbons due to its unique recipe. Unlike the traditional rye, Larceny uses a wheated mashbill consisting of 68% corn, 20% wheat, and 12% malted barley. The higher wheat content—25% more than leading competitors—results in a notably smooth flavor. Larceny Small Batch is now available nationwide at a suggested retail price of $27.99, while the Larceny Barrel Proof, which is released in limited batches three times a year, will be available in the new packaging starting this fall at a suggested retail price of $64.99.
Overall, the new packaging and campaign reflect Larceny's commitment to honoring its storied past while encouraging consumers to create their own unforgettable experiences.
Shop Larceny Whiskey
About Larceny
Larceny is a distinguished bourbon brand crafted by the esteemed Heaven Hill Distillery, one of the largest independent family-owned and operated producers and marketers of distilled spirits in the United States. The brand is particularly notable for its unique heritage and connection to the storied history of American whiskey production. Named after John E. Fitzgerald, a notorious treasury agent who used his keys to access the finest barrels in the rickhouses, Larceny carries on the legacy of exceptional craftsmanship and a commitment to quality.
What sets Larceny apart from other bourbons is its wheated mash bill. Unlike traditional bourbons that use rye as the secondary grain, Larceny uses wheat, which imparts a softer, smoother flavor profile. This results in a rich, full-bodied bourbon with notes of caramel, honey, and vanilla, complemented by a subtle spice and oak finish. The emphasis on wheat over rye creates a more approachable and mellow character, making Larceny a favorite among both new bourbon drinkers and seasoned enthusiasts.
Heaven Hill Distillery, located in Bardstown, Kentucky, is known for its meticulous production process and adherence to time-honored techniques. The distillery takes pride in using high-quality ingredients, traditional copper pot stills, and aging its spirits in new, charred oak barrels. Larceny is aged to perfection, ensuring a balanced and flavorful bourbon that embodies the rich tradition of Kentucky whiskey making. The distillery's commitment to excellence has earned Larceny numerous awards and accolades within the spirits industry.
Overall, Larceny Bourbon offers a unique and satisfying experience for whiskey lovers. Its smooth, wheated profile, historical significance, and the craftsmanship of Heaven Hill Distillery combine to create a bourbon that stands out in a crowded market. Whether enjoyed neat, on the rocks, or in a classic cocktail, Larceny continues to uphold its reputation as a premium, high-quality bourbon that pays homage to the colorful past of American whiskey.