Denmark's Stauning Whisky has announced a refresh of its brand, which comes as the distillery marks the 20th year since it was founded. 

The new look is inspired by Scandinavian designed, blended with "classical whisky cues". It will initially apply to the brand's core range of Stauning Danish R.Y.E. and Stauning HØST whiskies, to be followed by the full range in 2026.

The new design and brand symbol reflects the brand's origin story, with nine lines representing its nine founders, and a grain motif which connects with the grain-to-glass distillery's ethos of using 100 per cent Danish grains. Stauning is a founding member of the Danish Whisky Manifesto, which launched earlier this year to strengthen and protect Danish whisky as a category, with the eventual goal of achieving a geographical indication.

Alex Munch, co-founder, commented: “This is a significant moment for Stauning — a distillery that began 20 years ago as a wild idea among friends and has grown into one of the world’s most acclaimed New World whisky producers. Our new look honours classical whisky cues while reflecting our future — thoughtful, design-led, and defiantly Danish.”

Scott Milne, marketing director, added: “We aimed to create a brand world that captures the essence of Stauning and appeals to a wide audience: considered, characterful, and unmistakably Danish. In a competitive whisky market, it’s essential to stand out and offer something unique. Our new look celebrates Danish taste and invites a broader audience — from enthusiasts to curious drinkers — to see whisky from a different perspective.

The refresh follows a period of "reorganisation" for the brand, after Diageo's exit from Distill Ventures. The exit lead to Stauning downscaling its US presence and cutting approximately 25 per cent of its workforce. 

Munch spoke out last year after a forgotten 20-year-old agreement between the EU and Canada was suddenly enforced. Under the agreement, European whisky makers are now prohibited from using the term 'rye whisky' to describe their products. 

Speaking in April 2025, when the ruling was revealed, Munch commented: "We are recognised for our rye whisky all over the world, and we will continue to make Danish rye whisky exactly as we always have. Even if we eventually have to change the wording on the label, we will never compromise on our way to make whisky or on the quality of the spirit that we deliver to the world."

Stauning's newly packaged core range will roll out to 20 international markets from late Summer 2025.