The independent spirit

Woodstock Bourbon has been a staple in the ready-to-drink (RTD) market for many years. Fluid worked with Asahi beverages to reinforce the brand’s relevance to a younger generation of drinkers across Australia and New Zealand.

The Woodstock legend continues

Woodstock Bourbon and Cola is much loved by those familiar with drinking the famous 440ml cans and one-footer. Fluid made that brand heritage relevant to a younger, more sophisticated generation.

A new take on rebellion

Woodstock had always stood for rebellion. We needed to ensure that story aligned with current culture, embracing a greater level of sophistication and purpose. We uncovered distinct pride in having an independent and uncontained confidence and spirit.

Packaging for a new generation

Woodstock is a value-priced RTD with the benefit of a highly rated tasting product. Fluid’s careful redesign of the packaging projected quality of the product and leveraging taste and process cues, without losing clear connection to existing equities.

Clear navigation & authenticity

The majority of bourbon RTD drinkers navigate by ABV. Fluid provided Woodstock with a colour stripe on each SKU – to provide clear navigation on shelf.

Now with increased fridge presence

“It’s great that the packaging clearly differentiates the ABV offerings, and when customers come to the fridge there is no confusion over what is available. Also, it lifts the profile of the product by appearing more contemporary.” - Park Ridge Tavern

Recognising distinctive design

Woodstock Bourbon is a finalist at the 2018 AGDA Awards. The result was so compelling that it was recognised amongst some of best work in Australia in the Alcoholic Beverage – Commercial Award Category.

Visit the awards page