Elijah Craig, Already Minus Age Statement, Revamps Bottle Design

Uh, huh – this may tick some folks off even more.

The statement above is a follow up to a statement we made towards the beginning of the year, when it was revealed Heaven Hill was striking the 12-year-old age statement from its staple Elijah Craig Small Batch bourbon bottles. Now the bottle itself is getting overhauled, being replaced with something said to “better mirror the premium nature of the award-winning spirit within and celebrate the company’s unwavering commitment to its availability for years to come.”

So what exactly is taking the place of the iconic look of the current bottle design of Elijah Craig? Here’s exactly what Heaven Hill has to say about it:

The newly designed bottle is taller and has cleaner lines that better appeal to today’s discerning Bourbon drinker. Using a custom-designed mold, 1789, the year the Rev. Elijah Craig founded his distillery, is embossed on the glass. Craig is credited as “The Father of Bourbon,” who pioneered aging his Kentucky whiskey in charred oak barrels that created the spirit’s signature amber color and smooth flavor.

In addition, the brand name and Kentucky Straight Bourbon Whiskey directly decorate the bottle to better showcase the beauty of the spirit. A small textured paper label on the bottom of the bottle’s front includes Elijah Craig’s signature, as well as product information. Crowning the bottle, its cork closure is made of wood that is stained dark brown.

“At a time when the demand for Bourbon is at record levels, we are renewing our commitment to crafting Elijah Craig Small Batch so we can have it more available for the market, rather than on allocation, inaccessibly priced or simply out of stock,” said Max L. Shapira, president, Heaven Hill Distillery, and second-generation family member, in a prepared statement. “Our new bottle design celebrates Elijah Craig Small Batch’s promise of being a premium Bourbon of the highest quality in our industry.”

Now, taking a look at the new bottle design it is, at first glance, not that bad looking. And maybe it is something most fans of the now 8-year-old to 12-year-old Elijah Craig bourbon blend will be happy for. Reactions were decidedly mixed when the age statement was dropped, so I guess we will have to see.