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The Glenlivet unveils distinctive new pack design as it continues to evolve the brand and build global audience
New design celebrates both the brand’s rich history and contemporary vision
The Glenlivet, a global leader within the booming single malt Scotch category, has unveiled a new look for its world-class Scotch whisky portfolio. The redesign is the latest major change from the brand in its journey to open up the category to a new generation of whisky drinkers.
Renowned for its distinctive smooth and fruity style, The Glenlivet’s new look blends the rich heritage of the iconic Speyside distillery with contemporary design features that reflect the forward-thinking brand it is today. Each single malt in the range boasts its own elegant colour to help it stand out in the whisky category; while to celebrate the heritage of The Glenlivet, which means ‘smooth-flowing one’, a smooth-flowing curve has been introduced to the label to unify the collection.
The pack design features the image and signature of founder George Smith, who spearheaded a Scotch revolution back in 1824, when he established the brand and fought to protect its precious name and reputation. The pack and label also feature information about the brand’s history and provenance, giving new Scotch drinkers the opportunity to learn more about The Glenlivet’s unique story.
The new box and label redesign will be applied to the entire Glenlivet core range:
Founder’s Reserve, Captain’s Reserve, and 15 Year Old; while The Glenlivet 12 Year Old takes the redesign a step further, changing its green glass to a clear bottle, and The Glenlivet 18 Year Old sees the curved label printed directly onto the glass itself.
Miriam Eceolaza, Marketing Director for The Glenlivet, comments:
“The Glenlivet packaging update isn’t about changing our whiskies, because we know they are great. It’s about creating new designs that beautifully reflect the brand’s rich history, while showcasing our contemporary approach and vision. We hope that the modern, yet timeless new look will appeal to our existing drinkers, but also invite those who are yet to discover Single Malt Scotch into the fold.”
The new design will be available in the US from May 2019, before rolling out globally.