{"id":42923,"date":"2019-05-29T15:06:21","date_gmt":"2019-05-29T14:06:21","guid":{"rendered":"https:\/\/www.dutyfreehunter.com\/blog\/?p=42923"},"modified":"2019-05-29T15:06:21","modified_gmt":"2019-05-29T14:06:21","slug":"glenlivet-unwraps-new-bold-look","status":"publish","type":"post","link":"https:\/\/www.dutyfreehunter.com\/blog\/glenlivet-unwraps-new-bold-look\/","title":{"rendered":"The Glenlivet unwraps a new bold look"},"content":{"rendered":"

The Glenlivet has given its core range a \u2018bold\u2019 redesign and a fashion-led photo shoot as it seeks to \u2018embrace the next generation of single malt drinkers\u2019.<\/p>\n

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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.<\/p>\n

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.<\/p>\n

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Miriam Eceolaza, marketing director for The Glenlivet, said: \u2018The Glenlivet packaging update isn\u2019t about changing our whiskies, because we know they are great.<\/p>\n

\u2018It\u2019s about creating new designs that beautifully reflect the brand\u2019s rich history, while showcasing our contemporary approach and vision.<\/p>\n

\u2018We 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.\u2019<\/p>\n

The newly designed range is being introduced to the US in May before being rolled out globally. The Glenlivet claimed the redesign is the \u2018latest major change\u2019 in its aim to \u2018open up the category to a new generation of whisky drinkers\u2019.<\/p>\n

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 \u2013 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.<\/p>\n

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The Glenlivet has given its core range a \u2018bold\u2019 redesign and a fashion-led photo shoot as it seeks to \u2018embrace the next generation of single […]<\/p>\n","protected":false},"author":4,"featured_media":42930,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[2597,1,7099,7097],"tags":[69,2313,612,6630,1768,3164],"class_list":["post-42923","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-best-selling-brands-in-duty-free","category-latest-news","category-spirits","category-wines-spirits","tag-duty-free","tag-inez-and-vinoodh","tag-single-malt","tag-single-malt-scotch","tag-the-glenlivet","tag-the-glenlivet-duty-free"],"acf":[],"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/posts\/42923","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/comments?post=42923"}],"version-history":[{"count":0,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/posts\/42923\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/media\/42930"}],"wp:attachment":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/media?parent=42923"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/categories?post=42923"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/tags?post=42923"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}