Heaven Hill Revamps Larceny Packaging, Launches Campaign Inspired by the Mischievous Antics of a Bourbon Legend

Heaven Hill announced on Tuesday new packaging and a campaign called "Seize Tonight" for its Larceny Bourbon brand, inspired by the mischievous antics of a historical figure central to the bourbon world: John E. Fitzgerald. According to the brand, the U.S. Treasury agent used keys to access maturing whiskey and quenched his thirst with some of the best bourbon. These "exceptionally smooth" barrels would be a bit lighter after Fitzgerald visited — and taste-tested — the aging whiskeys, and they became "Fitzgerald Barrels." The colorful historical figure inspired the Heaven Hill brand's Old Fitzgerald and Larceny lines. Larceny's updated packaging features the Old Fitzgerald foil seal on the capsule and neck of the bottle and a signature from Fitzgerald himself. The key logo now has the addition of a "sculpturally embossed" key inspired by the keys Fitzgerald would use to access the special barrels. Fans interested in visiting the brand's website can scan a QR code presented on each bottle. Yet perhaps the most interesting "Easter egg" the folks at Heaven Hill have thrown into this new packaging involves Larceny's origin story inscribed on the bottle — but it can only be accessed under black light. The brand claimed it chose the clever move of writing its story in UV ink to honor the fact that Fitzgerald's story was "lost to history" before being rediscovered. The brand's "Seize Tonight" campaign honors Fitzgerald's antics and offers a clever riff on the age-old saying, "carpe diem." Heaven Hill shared the campaign will be available on TV, digital and social platforms for both on and off-premise accounts starting in the fall. Larceny Small Batch has a suggested retail price of $27.99, while Larceny Barrel Proof is available on an allocated basis for a suggested retail price of $64.99. The bourbon's calling card is the fact that it is made with wheat, not rye and hosts a mashbill of 68% corn, 20% wheat and 12% malted barley. Larceny Small Batch is an affordable, solid bourbon. Click here to see what the critics think. The brand's barrel proof expressions, meanwhile, consistently receive high reviews at Bottle Raiders, and the brand releases three expressions per year. In May , Heaven Hill unveiled Larceny Barrel Proof B524. It was aged from between six and eight years and hosted a proof of 125.4. We haven't published our review of B524 just yet, but you can find our review of the previous batch — A124 — here . [newsletter-promo]