Booker’s Bourbon: A Single Barrel Release with a Life-Saving Purpose
ince its debut in 1988, Booker’s Bourbon had never seen a single barrel release—until now. Breaking a 34-year tradition, this limited-edition bottle wasn’t just about bourbon; it was about saving lives.
Fred Noe, the legendary master distiller and son of Booker Noe, found himself facing a life-threatening kidney failure. His story took an extraordinary turn when DeeAnn Hogan, a 25-year veteran at Jim Beam and a close friend, selflessly donated her kidney to save Fred’s life. The transplant was a success, performed by Dr. Malay Shah at the University of Kentucky Transplant Center.
To honor this remarkable story, Beam Distilling donated an entire single barrel to raise funds for the UK Transplant Center. The result? A one-of-a-kind release with every dollar helping to give others a second chance.
Our role was to bring this emotional story to life through thoughtful packaging design. We infused the pack with the iconic blue of the University of Kentucky, boldly altering the front label text to tell this heartfelt tale. The wax seal mirrored the blue theme, and a custom illustration of Fred and DeeAnn adorned the batch label. Each pack included an insert card that shared the full story.
This special edition raised over $300,000, proving that bourbon can do more than warm hearts—it can save lives.