For more than a century the label depicted a bouquet of four roses that symbolized the brand’s identity. In the redesign implemented by The Coleman Group (New York NY) the roses remain prominent but are richer in detail and more realistic. A marbleized yellow parchment-colored background gives the sense of where the whiskey came from: the frontier days of the late 19th century. The new label uses both the brand’s rich heritage and a distinctly premium look. “It’s much more ‘alive’ than the previous label” says Andrew Johnson global marketing director for Seagram’s Spirits and Wine Group. “We realized that we had the opportunity to strengthen familiar and current users and bring in new consumers if we made evolutionary changes to the label.” Currently the bottles decorated with the redesigned labels are distributed in Europe and Japan. Four Roses retails for between $12 and $15.