Lot 40 needed an untraditional approach for a brand that embraces the moniker of “Not for everyone.” The new expression is bold and confident, with a blocky slab serif brandmark, and a disruptive label “sash” creating an unmistakable impression.

Lot 40’s bolder, darker offering is finished in charred barrels to create its rich amber colour. This crafted 100% rye whisky demanded a creative approach that linked intuitively to the classic offering while simultaneously signalling its uniqueness. Brandishing the Dark Oak moniker, the design is expressive, intense, and alluring – much like the liquid itself.

Named World’s Best Rye at the prestigious World Whiskies Awards.