Twenty years ago whiskey was seen as an old man's drink, and the packaging was fuddy-duddy. But in more recent years, a refinement of quality and an adjusted marketing tack have pushed the spirit into a younger, hipper segment. Perhaps no brand has pursued this as aggressively as upstart whiskey brand Macklowe.

Less than ten years old, the brand's credentials come largely from its founder, former hedge fund manager, entrepreneur and whiskey connoisseur Julie Macklowe. While Macklowe quite literally has the nose and backing to partner with master blenders, she knew she'd need standout packaging in order to carve out a niche it the crowded category. Macklowe's striking flask-like bottle was created in collaboration with package design firm Dando Projects:

"It's a statement piece," Macklowe told Forbes. "It's designed to sit proudly on a bar like a sculpture—proof that American whiskey can be every bit as elegant and aspirational as any grand spirit in the world. Design is part of our DNA. I've always believed that great whiskey should look as beautiful as it tastes."

While the company's initial offering came bordered in classic gold or black, a follow-up rye expanded to silver.

Now the company's looking to make a statement with their bourbon, which comes with a startling blue border, an unusual color not usually associated with the spirit:

Like other trendy, celebrity-backed liquor brands, reviews of the actual booze range from "excellent" to "average and over-priced." The real question is whether the legacy whiskey brands will be spooked enough to update their relatively staid package designs.