There's only one way we could improve on Early Times, and that was to change the label. So we did.

The new label reflects Early Times' strong history and Kentucky heritage. In fact we put the map of Kentucky right on the label so consumers have no doubt about where our whisky comes from. It also highlights our oak barrel aging, one of the reasons Early Times has such a smooth, rich taste.

Pick up a bottle next time you're out. You'll find the label is all that has changed. We made the bottle stand out better on your liquor shelf, but it's still got the same great whisky inside.