The Glenlivet has given its core range a ‘bold’ redesign and a fashion-led photo shoot as it seeks to ‘embrace the next generation of single malt drinkers’.
The Glenlivet is delivering a refreshed vision for the scotch whisky category through the most groundbreaking bottle redesign in the brand’s history. The bright and bold new packaging challenges the historically traditional category by leveraging the power of colour to inject modernity and energize the portfolio. The longstanding green glass bottle has been replaced with a clear bottle, accentuating the golden hues of the whisky and modern redesigned logos.
Also, 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. A new look with the same smooth taste, The Glenlivet 12-Year-Old and The Glenlivet Founder’s Reserve expressions are the first to undergo the modern transformation, followed by the rest of the core range. The Glenlivet 18 Year Old will have its label printed directly onto the bottle.
Miriam Eceolaza, marketing director for The Glenlivet, said: ‘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 newly designed range is being introduced to the US in May before being rolled out globally. The Glenlivet claimed the redesign is the ‘latest major change’ in its aim to ‘open up the category to a new generation of whisky drinkers’.
In support of the brand’s bold redesign, The Glenlivet has collaborated with renowned fashion and fine art photographers, Inez & Vinoodh. Through this partnership, these iconic fashion photographers are focusing their camera lenses on a new subject – single malt scotch whisky. Inez & Vinoodh will produce a disruptive, visual approach that highlights the portfolio’s new modernized packaging and help bring a fresh perspective to the category. The Inez & Vinoodh creative will come to life through brand communications this spring.
Copyright The Duty Free Hunter 2019