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Naming and Branding

Distilling’s nineteenth-century heritage is being pursued and reclaimed by contemporary distillers—in part for historical interest, and in part for marketing purposes—including reviving historical brand names and distillery sites. Branding a product begins by naming it. Literal branding was practiced by early-nineteenth-century distillers, who burned the product’s name and place of origin into barrels. When distillers sold their works, they often sold the name with it. The Federal Trademark Act of 1870 introduced legal requirements for establishing and protecting product names. Brand infringement was often contested by legal actions. Labeling became important with the availability of mass-produced glass bottles, and label design, color, and image choices reflected Victorian tastes and priorities. Distillers had long held heritage and tradition to be important to their identity and product marketing. Distillers venerated the “old” in brand names and advertising. The distillers’ landscape is also part of the industry’s heritage, a part of their brands. Kentucky distilleries have organized history-centered landscapes that serve as tourist attractions on the Bourbon Trail.