A Custom Illustrated Whiskey Series

The label illustration project for the Straight Rye Whiskey began with an extensive research phase to gather information about the Amburana and Jaquiera woods, their characteristics, and their cultural significance. This research served as a foundation for the creation of the label illustrations and helped inform the artistic decisions throughout the project.

Amburana Cask

Amburana wood, scientifically known as Amburana cearensis, is native to the rainforests of Brazil. It is highly valued for its unique aromatic properties, which contribute distinct flavors to the whiskey during the maturation process.The wood imparts warm spices, vanilla, and tropical fruit notes, creating a complex and enticing flavor profile. Amburana wood is dense and durable, with a reddish-brown hue and fine grain. It is known for its resistance to rot and infestation, making it an excellent choice for cask aging.

Jaquiera Cask

Jaquiera wood, scientifically known as Caryocar brasiliense, originates from the Amazon rainforest. It is highly sought after for its unique flavors and aromas that it imparts to the whiskey. During maturation, Jaquiera casks infuse the spirit with rich notes of dark chocolate, roasted coffee, and earthy undertones, resulting in a deep and complex flavor profile. Jaquiera wood is characterized by its deep reddish-brown color and a pronounced grain pattern. The wood's strength and density make it ideal for whiskey aging, allowing for gradual flavor development over time.

Concept

We brainstormed and sketched numerous design concepts throughout the process, aiming to strike the perfect balance between representing the natural elements of Amburana and Jaquiera woods, paying homage to their native countries, and creating captivating illustrations for potential whiskey drinkers. Our exploration encompassed various landmarks and drew inspiration from historical and cultural symbols like the Inca Lines and the statue of Christ the Redeemer, as well as wildlife. It took several iterations before we finally settled on the sketches that best captured the essence of these cask woods and appealed to our desired target audience.

The Amburana wood origins in the Brazilian rainforest inspired the label illustration of the stylized golden Andean Cock-of-the-rock bird with a map of Brazil. This illustration pays homage to the wood's natural habitat and symbolizes the rich biodiversity found in the Amburana forests.

The label illustration of the Jaguar on a postage stamp represents the wild and powerful nature of the Amazon, the natural habitat of the Jaquiera trees. The postage stamp motif adds a touch of heritage and uniqueness to the illustration, emphasizing the wood's importance in the maturation process.

The Label

To maintain consistency with the brand's existing label templates, we decided to incorporate the illustrations into the top panel of the labels. We transformed our chosen sketches into high-resolution digital illustrations. For the Amburana Cask variant, we placed the stylized golden Andean Cock-of-the-rock bird with the map of Brazil front and center on the label. The Jaquiera Cask variant featured the powerful Jaguar on a postage stamp as the main illustration. By positioning the illustrations prominently, we ensured they would catch people's attention and make them curious about the whiskey inside.

Reception and Sales

‍The label illustration project for Rare Character Jaqueira Finished Rye has proven to be a resounding success. The whiskey has received significant attention and acclaim, earning a place among the top eight Brand New Rye Whiskeys for Spring on Uproxx. The article lauded its exceptional taste, describing it as "wildly delicious and lush with a deep profile that just kind of keeps going deeper." This recognition has solidified the whiskey's position as a standout in the market and generated considerable excitement among whiskey enthusiasts.

The Whiskey

• ABV: 56.65%
• Average Price: $88

‍Crafted with innovation in mind, this unique spirit is aged in barrels made from Jaqueira wood, a Brazilian wood typically used for aging cachaça and renowned for its connection to jackfruit cultivation. The whiskey itself is a 95/5 rye blend from Indiana, later transferred into these Jaqueira barrels that previously held cachaça, where it matures in Kentucky. After four years and six months, ReserveBar bottles it straight from a single barrel, offering a 100% unaltered experience.

Summary

‍Intriguing and truly extraordinary, this rye whiskey ventures into unexpected territory while maintaining a cohesive narrative that unfolds on the palate. It boasts a remarkably lush and deeply layered profile that seems to extend indefinitely. This expression exemplifies the future of rye whiskey, promising an exciting journey for enthusiasts eager to explore its evolving possibilities.

Sales Success

‍Both bottles, featuring the label illustrations we created, sold out within weeks of their release, showcasing the strong demand for these unique expressions. The success of this limited edition release has not only reinforced our partnership with Rare Character but has also allowed us to secure additional select barrels for future releases.

Future Endeavors

‍Building upon this triumph, we are currently working on introducing a new series of whiskeys, leveraging the momentum and positive reception generated by the Amburana and Jaqueira finished expressions. The forthcoming series aims to captivate whiskey aficionados with innovative flavors and distinctive label illustrations, continuing the tradition of excellence set by our initial release.

Market Positioning

‍Overall, the project has propelled our brand's presence in the market, establishing us as a producer of premium and sought-after whiskeys. The combination of exceptional product quality, captivating label illustrations, and the endorsement of industry experts has positioned us for continued success in the whiskey industry.