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.
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.
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.
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.
“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