Nothing will be the same when we enter 2021, including some of the brands we’ve come to know over the years.
One brand that has decided to reimagine themselves is Westward Whiskey. They’re doing so as we enter the holiday season and white-knuckle our way to the New Year.
Westward’s new visual identity has been in the works for the past two years, according to CEO and co-founder Thomas Mooney.
Unveiling the new custom-shaped bottle, packaging and website now shows that the Portland-based brand is optimistic about the future—and ready to put this year in the rear-view. The new labels are meant to express the elegance and luxurious nature of Westward’s whiskeys, their sharp-edged design intended to pay homage to the American Northwest’s mountains.
The branding overhaul is accompanied by another way to re-engage with Westward: American Single Malt Pinot Noir Cask. This new expression joins its American Single Malt and American Single Malt Stout Cask siblings as as permanent member of the family.
Even those with just a cursory knowledge of American wine regions are aware that the Willamette Valley in Oregon produces some of the finest Pinot Noir grapes in the country. It stands to reason, therefore, that one of the finest whiskey produces in America—which calls Oregon home—should honor that grape.
Westward partnered with Suzor Wines, Bergstrom Wines, and other wine producers from the Willamette Valley. The winemakers provide the French oak casks that were previously filled with Pinot Noir to Westward. The distillery then finishes American Single Malt in those barrels for a maximum of two years.
By the way, distillers, vintners, brewers and farmers have a little saying to help outsiders pronounce Willamette properly: “It’s ‘Will-ammit,’ dammit.” The more you know…
Westward American Single Malt Pinot Noir Cask weighs in at 90 proof and carries a suggested retail price of $89.99 for a 750ml bottle. Pinot Noir Cask is currently available for purchase in Oregon and will be available across the United States at a later date.
Images: Westward Whiskey
I’ve been studying and writing about the hospitality industry since 2006. Like so many people, I started my journey in this business by working as a host, server and bartender. I was introduced to nightlife in Chicago, learning the ins and outs of nightclubs and after-hours hot spots.
After moving to Las Vegas nearly 20 years ago, I both co-owned a valet company and helped promote the club it serviced. That led to me taking on the role of editor for a Las Vegas hospitality industry publication.
A few short years later, I continued along my journey of hospitality industry reporting. I went from contributing to a major industry outlet to taking on the role of editor and content curator.