The goal behind the packaging refresh was to reinforce the quality of the liquid within the bottles and communicate Dickel's heritage as a brand "Handmade the Hard Way" and infused with Tennessee pride. The products also needed to stand out more on shelf.

A new Rye variant was developed for the line, with more premium and distinct labels created for the entire Dickel family. The team drew their inspiration from 1870 - the year in which the brand was first established - incorporating design elements from bank notes, insurance documents, and other official documents from the era. The label’s side panels contain meticulously designed etchings, seals, and detailing reflecting the craftsmanship of the whisky. The result was a more cohesive brand experience and a range that was much more easily navigated by consumers.

Within 10 days of shipping, major national accounts in major US cities had taken distribution and were seeing strong sales momentum.