Why Are Rye Whiskey Labels Green?

By Darrin Fullerton

During our last tasting Mike Anderson brought us the Johnny Walker High Rye. And that got me thinking about something else I’ve noticed.

Why are rye whiskey labels green?

Well, they’re not. At least not all. But here’s some interesting backstory and history that I found out.

The green color on rye whiskey labels is largely a matter of marketing and brand differentiation.

Green helps rye whiskey stand out from bourbon, which often has labels with warmer colors like tan, brown, red, or gold. This visual distinction makes it easier for consumers to identify rye whiskey on the shelf.

Some distilleries may also believe that it helps convey the flavor profile of rye whiskey. Green is the color of fresh, Spring and all things that grow. Which brings to mind the association with all things spicy and herbaceous, the characteristics often found in rye whiskey.

There is really no historical precedence of green being associated with rye whiskey. Jim Beam, back in the day, had a yellow label.

It’s possible this trend started a lot more recent than you’d think. In the late 1990’s, Michter’s was working on the design of what would become their rye. They chose green.

In 2011, rye saw a boom in sales and production. The popularity was on the rise and perhaps whiskey producers looked to compete with Michter’s. That was the year the Bulleit and Woodford Reserve released ryes with you guessed it…green labels.

Since that time other ryes have surfaced on the market, brands like George Dickel, Elijah Craig and Iowa’s own Templeton Rye.

So it seems, that is how the general trend of green being the signature color of rye has been established.

Cheers!