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Customer: James E. Pepper Distilling Co
Brand: James Pepper
Universe: Spirits
Category: Bourbon Whiskey
Origin: USA
Expertises: Bespoke, Screen-Printing
Founded during the era of the American Revolution, James E. Pepper is one of Kentucky's oldest and most storied bourbon brands. For more than two centuries, the name has been woven into the fabric of American whiskey history, earning a reputation for authenticity, quality, character and advoracy. After decades of dormancy, the James E. Pepper Distilling Co. reopened in 2017, bringing the brand back to life in its original home in Lexington, Kentucky. The revival was rooted not only in producing exceptional bourbon, but also in honoring a remarkable legacy. Every decision, from the recipes to the packaging that carries them, has been guided by a commitment to preserving history while creating something meaningful for today's whiskey drinkers.
Beginning in 2008, an extensive historical research effortuncovered a remarkable collection of James E. Pepper bottles and packaging dating from the 1880s through the 1960s. These discoveries provided a tangible connection to the brand's past and helped shape its future. One decanter from 1945 stood apart. Its distinctive silhouette, craftsmanship, and strong visual identity embodied the heritage of the brand. After successfully reestablishing James E. Pepper in the market, Amir Peay and his team partnered with Saverglass to faithfully recreate this historic design for a new generation.
The clear objective was to preserve the character and authenticity of the original 1945 decanter while adapting it for modern production and consumer expectations. The historic bottle featured a wine-style cork closure, a fill presentation that made the bottle appear partially consumed, and decorative elements that were difficult to reproduce consistently at scale. In addition, the design needed to accomodate modern decoration methods and labeling equipment without compromising its iconic appearance. Every adjustment required careful consideration. The bottle had to retain the craftsmanship and detail that made it memorable, while meeting the practical demands of contemporary manufacturing, transportation, storage, and bottling operations.
Using the original bottle itself, Saverglass reengineered it while improving functionality throughout the production process. A modern wood-and-cork closure replaced the historic wine cork, requiring refinements to the bottle finish while preserving its classic look. The bottle's proportions were subtly optimized so the fill level sits naturally just below the neck, creating an immediate visual impression of fullness. Small flattened areas were integrated into the front and back panels to support precise screen printing and efficient label application. The historic debossed details were carefully refined for durability and consistency, while a new embossed inscription around the rectangular base, "JAS E PEPPER & CO. LEXINGTON, KENTUCKY", added another layer of authenticity and craftsmanship.
The response was immediate and enthusiastic. Consumers and industry professionals alike recognized the bottle's authenticity, uniqueness, and connection to place. As Amir Peay reflected, the market responded to something genuinely distinctive, a keepsake rooted in real history than nostalgia alone. The result is a package that not only honors the past, but also helps carry the James E. Pepper story forward.
