The new label designed by creative agency, North, has brought stronger visibility to the brand on the shelf, with design elements and a new color palette inspired by motorcycle clubs and shops across the country. The shift from black to a lighter, more eye-catching presentation is fitting for this bourbon while keeping the strong brand eagle icon, and tagline, “Live Free. Ride Easy.”
We wondered how Easy Rider could be a Kentucky Bourbon when it’s produced in a Northwest distillery. So we asked. The answer: “We have a long-standing relationship with a family-owned distillery in Kentucky, where Easy Rider is distilled and aged for four years in new, charred American Oak barrels, which makes it a 4-year-old Kentucky straight bourbon. Then, we bring the high-proof bourbon to Oregon, where we cut it to 80 proof with glacier-fed spring water from Mt. Hood.
“Easy Rider is born in Kentucky, but finished and distributed by Hood River Distillers in Hood River, Ore.,” we were told.