Old Potrero Rye Whiskey officially relaunches today with a brand new packaging and bottle design, inspired by its home city, San Francisco.
Originally created by Fritz Maytag, the founder of Hotaling & Co., (formerly Anchor Distilling Co.), Old Potrero Rye Whiskey is an homage to the original artisanal whiskies of America, a testament to the power of the pioneering spirit and the celebrated return of pot-distilled whiskey in the United States.
The new packaging redesign, created by design agency Stranger & Stranger, features a dark wooden top with a natural cork stopper stamped with Old Potrero branding for a premium craft feel. The bottle’s perforated edges and ticket-style copy holding devices connect back to the historic cable cars of San Francisco. And the new label features the same copper pot still used at the distillery since its inception as well as one of the world’s most celebrated and iconic sights – The Golden Gate Bridge. The font, Fog City Gothic, is used throughout the label as a nod to the type used on signage seen throughout San Francisco.
“The bottle’s design was inspired by the juxtaposition of San Francisco’s architecture, between the past and the present,” says Luis Rivas Ball, Senior Brand Lead American Whiskeys at Hotaling & Co. “From the perforated edges and ticket-style holding devices that connect back to the cable cars to the copper pot still and Golden Gate Bridge in the logo, Old Potrero is a true representation of San Francisco.”