The Glenlivet, the world’s No 2 single malt Scotch whisky, has revealed striking new packaging in an Ardagh bottle to provide the ‘single malt that started it all’ with an enhanced luxurious and sophisticated look, in line with its position in the super premium spirits category.
Ardagh, who supplied new bottles for The Glenlivet 12 Year Old, 15 Year Old French Oak Reserve, worked closely with colleagues at Chivas and design agency Turner Duckworth to ensure that the range remained recognisably The Glenlivet, yet would offer a more contemporary, elegant look.
The new bottles are enhanced with higher shoulders, a shorter neck and an enlarged base giving them a stronger presence, while the embossed stamp of the whisky’s founding family ‘George & J. G. Smith’, continues to portray the legacy and heritage of The Glenlivet.
As a strong point of reference for consumers, the cartouche, which indicates The Glenlivet’s history dating back to 1824, has been given a more prominent position on a raised platform, a complex task successfully met by the Ardagh design and technical team.
The Glenlivet 12 Year Old bottle retains its iconic green colour, recognised by consumers the world over, while the 15 Year Old French Oak Reserve moves to a clear bottle for the first time to showcase the rich golden colour of the whisky. Both expressions will be presented in a new, luxury carton with premium cues to increase gift appeal, while additional information highlighting the whisky’s quality credentials will benefit both aficionados and new drinkers.
Neil Macdonald, Brand Director for Malts at Chivas Brothers, comments: “The Glenlivet is recognised by whisky aficionados around the world as an exquisite, premium whisky, and our new elegant packaging will confidently reflect this quality with its striking new shape and luxury cues.
“The stylish bottles and gift cartons will offer increased on-shelf stand-out for the on and off trade and will support our ambition to see The Glenlivet become the No 1 selling malt whisky in the world.”
Since 2005, The Glenlivet has been the biggest contributor to the global single malt category and is only the second single malt to achieve sales of over 600,000 9l cases. In 2010 The Glenlivet completed its £10 million distillery expansion increasing production capacity by 75% to meet global demand.
10 May 2011