Limited-edition booze labels designed by celebrated artists are helping spirits brands go viral

Michael Hansmeyer, a computational architect, was inspired by the whisky-making process at The Glenlivet distillery in Scotland and saw parallels between it and his own work with simple inputs and unexpected outcomes. He was selected by Pernod Ricard to create a sculpture to house a decanter with 55-year-old single malt Scotch, which will be sold for $55,000. This collaboration is part of a trend where liquor brands are partnering with artists to create limited-edition bottles and packaging that can be priced from under $50 to over $50,000. Brands like Don Julio, Suntory, Absolut, and Woodford Reserve are using artistic collaborations to generate buzz and boost sales. Woodford Reserve's annual artistic bottles, launched since 1999 to mark the Kentucky Derby, sell out quickly and have become a sought-after edition for collectors. To celebrate the 150th running of the Kentucky Derby, Woodford Reserve hired a Kentucky native, Wylie Caudill, to design the newest commemorative bottle. Caudill's design features roses that represent the red roses presented to the winning horse, as well as other symbolic elements. Other brands, like Don Julio and Suntory, have also partnered with artists to create unique and luxurious packaging. These collaborations not only generate buzz but also evoke emotions and create a sense of luxury and craftsmanship. By turning liquor into artwork, brands are able to differentiate themselves and create a lasting impression on their customers.