Stauning Whisky, Denmark’s leading and award-winning whisky distillery, proudly announces the launch of its refreshed packaging as part of a wider brand evolution. The new design, a striking evolution that blends Scandinavian design principles with classical whisky cues, will debut in late Summer 2025.
Launching globally, the new identity will first appear across Stauning Danish R.Y.E. and Stauning HØST, two core expressions that exemplify the brand’s distinctive take on New World Whisky.
Smooth and refined in design, the new bottle showcases clean architectural lines, a distinctive tactile presence, and a reimagined brand symbol that represents the story of the nine founders through nine lines and a central grain motif. Influenced by the simplicity and clarity of Danish Design, the updated identity also pays homage to Stauning’s grain-to-glass philosophy. It marks a confident step forward for the brand as it refocuses its presence in more than 20 international markets, including the UK, Germany, the US, and the Nordics, following a period of reorganisation following Diageo’s exit from Distil Ventures.
“This is a significant moment for Stauning — a distillery that began 20 years ago as a wild idea among friends and has grown into one of the world’s most acclaimed New World whisky producers,” says Alex Munch, Co-Founder of Stauning. “Our new look honors classical whisky cues while reflecting our future — thoughtful, design-led and defiantly Danish.”
With this refresh, Stauning aims to connect with design-conscious and flavor-curious whisky drinkers, those looking into new perspectives beyond traditional Scotch and Bourbon.
“We aimed to create a brand world that captures the essence of Stauning and appeals to a wide audience: considered, characterful, and unmistakably Danish,” says Scott Milne, Marketing Director at Stauning Whisky. “In a competitive whisky market, it’s essential to stand out and offer something unique. Our new look celebrates Danish taste and invites a broader audience — from enthusiasts to curious drinkers — to see whisky from a different perspective.
