Palmer's Stretch Whiskey


Palmer's Stretch Whiskey

Bluffton, SC

What we did

  • Brand Creation
  • Packaging Design
  • Vendor Sourcing
  • Portfolio Strategy


A true hometown spirit, Palmer’s Stretch was named for a road with a history of bringing a community together. On Thanksgiving, many moons ago, Palmer’s Stretch would be transformed from an ordinary road into the city’s own track for horse racing.

Envisioning what the convivial experience must have been like with dirt clouding the muggy air as horses sped by and neighbors clamoring about, yelling and cheering, we knew we had to create packaging for this rye whiskey that could fit with the atmosphere that inspired it.

Vintage, weathered lettering with the backdrop of a textured, distressed screen print and a footer label with worn metal effects give this design the right balance of grit and grandeur.

Unique to this design:

  • Buckle-shaped footer label with rusted metal print effects

  • Textured screen-printing on front and back help tell the story

Burnt Church Distillery is a varied collection of brands developed by two brothers with a love of the Lowcountry and a knack for building successful brands across industries. Having worked with another agency at an early stage, they recognized the need for a team more familiar and experienced with the spirits industry to take their brands to the next level. The Thoroughbred Spirits Group was brought in to assist with financial modeling, liquid development, packaging design and sourcing, and general advisory services. Palmer’s Stretch Rye Whiskey is one of nine unique offerings the Thoroughbred team re-envisioned for Burnt Church Distillery’s house of brands.

See all design projects