Auchentoshan whisky rebrands with new packaging

On-shelf during June 2008, this is the first major re-design that has been introduced in more than 12 years. The distillery has created a range of different tastes that can be enjoyed on any occasion with the introduction of the Classic and 18 year old expressions while the 12 year old, Three Wood, and 21 year old all gain a new identity.

The new bottle shape and packaging design is a radical move from its former traditional look. The design embraces its traditional heritage with the use of a thick base bottle to keep its weight and premium status, while the oval bottle shape is more simple and stylish to easily hold in one hand.

Presented in beautifully pearlised packaging, the unique bottle shape and the use of strong contemporary colours aim to maximise its on-shelf presence and present a recognisable product range.

The new look which compliments the soft, delicate and zesty taste profile, is set to appeal to a younger and wider audience of emerging malt consumers who enjoy trying the new' and the best' in an urban social scene.

Karen Murray, marketing manager for Auchentoshan, said: "We've made bold changes to the packaging design and introduced some new expressions to widen our market appeal and ultimately drive long-term and sustainable growth.

"It was important for us to consider existing single malt enthusiasts in the design development, while at the same time creating a look that would appeal to first time malt drinkers. The result is a design which incorporates both traditional and contemporary elements."

Auchentoshan will mark the launch of the new product range with trade events in London and Glasgow during June.

This product launch comes as Auchentoshan invests more than 500,000 in the regeneration of its four star visitor attraction. Whisky lovers will be able to take a distillery tour, watch films about its history and purchase the beloved single malt from an extended retail area.