On September 29, 2021, MGP’s historic distillery in Lawrenceburg, Indiana, officially became the Ross & Squibb Distillery™. The rebranding efforts were announced with much fanfare to employees, suppliers, partners and the public. Just like that, the home of the Remus® Bourbon and Rossville Union® brands had a brand of its own.

A year later, the new brand is widely known among consumers and influencers. “Consumers connect with the stories behind brands, and our Indiana distillery has a unique history and sense of place that resonates,” said Shanae Randolph, Brand Manager for Ross & Squibb.

The new brand also has meaning for employees and local residents. They’ve seen some big changes on the sprawling campus, thanks to collaboration between the marketing and Lawrenceburg teams:

  • Signage around the entire distillery, including building identifiers, directionals, hiring signage and even guest badges, has been changed. Ultimately, 150 signs will display the new brand.
  • Office supplies required an overhaul. Business cards, letterhead, note pads, envelopes, etc. – all now bear the Ross & Squibb name and logo.
  • Employee apparel and merchandise received the Ross & Squibb upgrade, too – from hard hats and name badges to logoed shirts, vests and jackets.

Perhaps the most iconic evidence of the rebranding efforts also required the most effort. Four giant (7 feet tall by 23 feet wide) Ross & Squibb signs now adorn the top of each side of the distillery’s Cooker building. To achieve this feat, the old building first required tuck pointing, followed by the installation of permanent rooftop rigging equipment, which was used to hoist up a walking platform to install the huge signs. Local sign company Signarama managed the work and also installed 3D backlighting to make the signage pop.

“The response to the new branding has increased the sense of pride in our distillery,” said Mike Templin, director of U.S. Distillery Operations. “The employees are proud to wear their new uniform shirts at work and around town. We have also received a lot of positive feedback from the local community after installing those giant Ross & Squibb signs on our cooker building.”

The rebranding work is far from complete. But anyone who visits Lawrenceburg, Indiana, now will tell you – it’s the home of Ross & Squibb distillery!

COMING SOON! ROSS & SQUIBB’S NEW CONSUMER-FACING WEBSITE! ROSSANDSQUIBB.COM CONTAINS INFORMATION ABOUT THE DISTILLERY, ITS BRANDS, HISTORY AND HERITAGE, ALONG WITH VIDEOS AND MERCHANDISE.