
Client
Client
Old Overholt
Medium
Activation
Category
Spirits
Overholt Stateroom
Overholt Stateroom
Bringing Overholt’s Legacy to Life
Bringing Overholt’s Legacy to Life
Very few brands can boast the rich history of Overholt rye whiskey. The oldest whiskey in the Beam Suntory portfolio, the brand was established in 1810 by Abraham Overholt in West Overton, Pennsylvania. In 1881, Abraham’s grandson, the famous American industrialist Henry Clay Frick, took over the family business and used the proceeds to help fund his part in the revolution that transformed America from a union of disparate states into an industrialized nation.
Overholt isn’t just an old whiskey, it’s an important part of American history and it’s time that history was recognized. In partnership with West Overton Village Museum and Beam Suntory, TAVERN brought Overholt back to its birthplace and built the brand a new spiritual home where visitors can experience and enjoy its rich heritage.
A multi-use space, the Overholt stateroom was designed and built by TAVERN to be a destination where whiskey enthusiasts and spirits industry professionals alike can experience the past, present and future of the Overholt brand. The room features a custom, working bar for tastings of the brand’s classic rye whiskey and future innovations along with a welcoming lounge that invites guests to stay a while and appreciate all the thoughtful details.
Every inch of the space is meticulously decorated with reminders of the brand’s rich heritage. Vintage Overholt and West Overton ephemera, sourced by TAVERN from antique stores around Pennsylvania, line the walls and lend storied authenticity to the experience. Custom blankets, designed by TAVERN to replicate coverlets made by the Overholt family complement the antique period furniture that brings the space together.
As Overholt looks to the future by returning to its roots, the Overholt Stateroom invites visitors of the West Overton Village Museum to contemplate the brand’s role in both American rye whiskey history and its future.

























"Tavern has been a phenomenal partner, delivering standout creative and smart strategy with beautiful design. They show up as real partners, not vendors—elevating both the work and the process."
Bradford Lawrence
Suntory Global Spiritszzler USA
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