Old Forester

A pioneering spirit

Inspired by Old Forester’s unique position as the first bottled bourbon, and only bourbon to be continuously sold before, during and after prohibition, we are pleased to celebrate the triumphant return of this whisky back to Kentucky's famous Whiskey Row, and humbled to have been asked to helped design it's new home.

Share this work

Bringing whisky back to Whiskey Row

With the bourbon market booming, Brown-Forman wanted to develop a distillery experience for Old Forester that complements its tremendous place in bourbon history and establishes the brand as a cornerstone of the urban bourbon experience on Louisville’s renowned Whiskey Row. 

Old Forester - Pioneering Spirit and Imagination
4,800
barrels produced annually
1.18 billion
impressions generated in the first 24 hours
9%
increase in gross profit
44 ft
tall column still
Old Forester’s triumphant return

We conceived, designed and delivered a full-functioning distillery experience capable of producing Old Forester’s total current output. Enabling the brand to capitalise on exponential growth and position Old Forester within the market. Located in two historic buildings which served as Brown-Forman’s original offices on Main Street, Louisville. In an industry first, it incorporates fermentation, distillation, a cooperage, rick house, and bottling line in a single facility, which was voted Top 10 Best New Attraction of 2018 by USA Today.

Old Forester - Pioneering Spirit and Imagination
Old Forester - Pioneering Spirit and Imagination
Old Forester - Pioneering Spirit and Imagination
Old Forester - Pioneering Spirit and Imagination

//"You have to see it to believe it."                 Paul Varga, CEO Brown-Forman

Old Forester - Pioneering Spirit and Imagination
Next project Jaguar Land Rover

Accelerating the pace with Dua Lipa

An innovative brand building programme with a fully connected experience at its core. The Pace moves Jaguar’s PR and Marketing towards a more integrated, experience-driven strategy.