For Select and Reserve Casks, shades of blue have been chosen to reflect a clear step up between the two \u2013 helping shoppers to navigate through the range and encourage existing purchasers to trade up. \u201cBlue is a colour that you have to use with the ultimate target in mind,\u201d continues Cottrell. \u201cIt is universally the most liked colour by both males and females relating to trust, honesty and reliability, strength and unity. But different shades have very different psychological meanings. For Select Cask we have used a vibrant blue that aims to recruit younger consumers entering the category from premium blend, bourbon or adjacent categories. The deeper blue Reserve Cask colour reflects the richer and more complex nature of the spirit and will appeal to a more mature drinker, while the out-er box for Vintage is a darker blue still to distinguish the expression as appealing to those looking for further depth and maturity.\u201d<\/p>\n
The blue tones are repeated on the labels and foil caps of both Select and Reserve Cask bottles, while Vintage Cask uses copper colouring, psychologically associated with premium and quality, combined with maturity and earthiness that perfectly reflects the peaty qualities of this expression.\u00a0In order to symbolise the constant dynamic movement of the spirit in the Solera vats, each bottle reflects the concept: \u2018Infinite Layers of Flavour\u2019 through an \u2018Infinity string\u2019 design on the bottle label and outer gift packaging that also forms the basis for supporting marketing and merchandising materials.<\/p>\n
The personality of each expression is represented by the complexity of the pattern created, from ele-gant satin ribbon for the smooth Select Cask, to dynamic copper strands for the rare and precious peated malt selected for Vintage Cask. \u201cThe results are powerful visuals that stand out on their own or form the perfect collection when used together in activations,\u201d continues Cottrell.<\/p>\n
Glenfiddich Select Cask<\/strong> is an elegant whisky, smooth with layers of sweetness, spice and hints of citrus, matured in hand-selected aged Bourbon, European oak and red wine casks to impart a beautifully soft taste. This is reflected in a swirling vortex of blue satin ribbon to draw the eye and communicate the smooth and elegant taste.<\/p>\n Glenfiddich Reserve Cask<\/strong> is matured in distinctive Spanish sherry casks used for their mellow and rich flavour characteristics. Deliciously smooth and silky, the sweet and spicy whisky is represented by an intricately layered web of thread to entice consumers to discover its rich and complex flavour<\/p>\n Both are available in one-litre bottles within an attractive, bold gift tube, which highlights their Travel Retail exclusivity, and have an ABV of 40%.<\/p>\n Glenfiddich Vintage Cask<\/strong> is unique for William Grant & Sons as it is its only peated malt. Hand-selected peated malts are matured in European Oak and American Bourbon casks before marrying in Solera vat No 3 for a luxuriously smoky, intense and velvety whisky. The finest expression of the Cask Collection offer, Vintage Cask is defined by its wave of copper strings that twist through a seductively deep image to hero its infinitely smoky and luxurious flavours. Glenfiddich Vintage Cask is available in a 70cl bottle cased inside a luxurious gift box with an ABV of 40%.<\/p>\n The new-look Glenfiddich Cask Collection will be available in duty-free stores from Q2 2017.<\/strong><\/p>\n![\"img_job_admin_glen_line_up_reservecask_cp\"](\"https:\/\/www.dutyfreehunter.com\/blog\/wp-content\/uploads\/2016\/09\/IMG_JOB_ADMIN_GLEN_LINE_UP_RESERVECASK_cp.jpg\")