New design: The Canadian rye whisky Lot 40 presents a revised label

The new Lot 40 bottle retains the distinctive diagonal label, screen printing on the bottle, and the functional bottle shape, while modernizing the overall look and putting more emphasis on the whiskey's distinctive features: production from 100 percent rye, distillation in copper stills, and aging in new American white oak casks. The result of the revamp is a label with premium character that conveys first and foremost the care, authenticity and craftsmanship with which Lot 40 is made.

The brand name remains as an eye-catching highlight in black on the front label, but the used look of the lettering is omitted for better readability and visibility on the shelf. The label is rounded off by a modernized illustration of the copper still with its slightly downward "Lyne arm," which gives the whiskey a stronger as well as characteristic rye character.

A new feature is the neck label, which further highlights the brand essence and direction. The premium look is rounded off by the visible wooden cork. The previous black foil on the bottle neck has been dispensed with.