THIRST REDEFINES THE RULES OF WHISKY WITH EAST LONDON LIQUOR COMPANY

East London Liquor Company has unveiled its first blended whisky with a bold new pack design by Thirst. Rejecting traditional heritage cues, the design embodies East London’s grit and culture through tactile craft and layered detail, signalling a modern premium that resonates with authenticity and expanding the distillery’s whisky credentials.  

East London Liquor Company has taken a decisive step into whisky with the launch of East London Whisky, its first blended expression, supported by a striking new pack design from Thirst. In a category often defined by heritage and restraint, the collaboration has produced a look and feel that is unapologetically modern, rooted in the lived character of East London itself.  

The brief was clear yet challenging: create a disruptive design for a blended grain whisky positioned at an accessible premium price point, while ensuring the product felt worth it in the hand. East London Liquor Company’s identity already carried a reputation for authenticity and attitude, but this release demanded more. The pack needed to communicate quality instantly, not through traditional cues of luxury, but through tangible craft and detail.  

Thirst’s creative strategy, dubbed Exquisite Clash, drew inspiration from East London’s unique contrasts—old pubs beside new restaurants, Victorian ornamentation against concrete tower blocks, and layers of history still evolving. This tension became the design’s driving force, presenting a whisky with a modern terroir defined not by windswept landscapes but by grit, culture, and community.  

To capture this essence, Senior Designer Alex Page and the client embarked on an “urban safari” through East London, photographing overlooked textures, signage, architecture and everyday beauty. These raw materials informed a layered, tactile design that rewards close attention. Embossing, micro-embossing, spot varnishes, foil details and die-cut shapes combine with bold typography and flashes of neon energy, ensuring the pack stands out both at shelf distance and in the hand.  

Sam Cutler, Creative Director at Thirst, explained: “Whisky can feel like it’s trapped in an old-world idea of premium. This needed to feel worth it without becoming precious. East London has a premium all of its own, built on contrast, character and authenticity, so we designed a label that carries real depth. You notice it from across the bar, then it earns the price when you pick it up.”  

For East London Liquor Company, the launch represents a milestone. Founder Alex Wolpert reflected: “The launch of our first blend was a big step change for us as whisky makers. It sees us bring our signature flavour-first approach to as many whisky drinkers as possible. We wanted this release to build on who we’ve always been, while signposting something very new in our line-up. Letting new eyes under the hood of your brand is always an interesting exercise. The process was a healthy interrogation of what makes up the fundamental DNA of East London Liquor. The creative strategy development was where Thirst’s expertise really shone.”  

Since its release, East London Whisky has been met with strong press and customer response, boosting whisky sales and reinforcing the distillery’s position as a modern whisky maker. Supported by events and activations across the city, the launch establishes a refreshed, confident platform for East London Liquor Company’s next chapter—one that redefines what premium whisky can look and feel like in the twenty-first century.