To better understand the landscape of the alcoholic beverage sector, visual audits and research was done to look at the existing competition. The goal was to find opportunity gaps to do something different and create a disrupter within the American marketplace. Rye whiskey stood out as a possible option to be offered in limited-edition packaging for the $150-$200 price point.

The concept is Northern Reserve distills whiskey based out of Twist, Arkansas, the same city where iconic bluesman, BB. King named his famous guitar, “Lucille.” In tribute to BB. King, a limited edition packaging for fans around the world to enjoy is produced for a straight rye whiskey called, “Lucille Rye.”