Drink With Your Eyes®

Exitus Bourbon Barrel Aged Wine


O’Neill Vintners & Distillers


O’Neill Vintners & Distillers came to CF Napa with the task of creating the packaging and brand story for a new ultra-premium wine that is aged in Bourbon barrels. The customer was seeking a design that would be an exciting departure from the ordinary with a look that leveraged aspects of both wine and spirits cues. They wanted a package design that displayed the bold and unconventional nature of the wine and appealed to an adventurous drinker.


We selected a luxury spirits bottle normally reserved for high-end Bourbons as opposed to a wine bottle to celebrate a product that walks the line between wine and spirits. The design elicits a sense of luxury as well as a bit of a bad boy attitude through the use of a black label with gold foil embellishments inspired by tattoo culture. The final touch was a strip seal over the top of the closure of the bottle that calls out the 3-month age statement, just as a fine Bourbon would.

Marketplace Results

The brand launched in March 2018 as a Kroger exclusive and was met with immediate success. In it’s first few months after launch, Exitus exceeded $100,000 in sales in over 940 accounts. Based on the positive reaction, O’Neill is expecting distribution to expand into additional national accounts in 2019.

“We are extremely happy with the package. It is fresh, new, and different, which is exactly what the Bourbon Barrel Red Wine category needed. The package reflects the uniqueness of the Exitus brand and works hard to stand out on shelf.”

Alex Parra