Glenlivet – Changing with the times


The illustrious Speyside distillery has totally redesigned the look of its equally famous rage; Founders Reserve, Captains Reserve, 12 year old, 15 year old and 18 year old whiskies.

Pernod Ricard (US) stated that it has partnered with La La Anthony and fashion photographers Inez & Vinoodh to launch rebranding.

The 18 year old takes on a new, bold, sophisticated look, worthy of its age. With no paper sticker, the label is printed directly onto the bottle. Likewise, another daring step was taken in changing the 12 year olds iconic green bottle being ditched for a clear one.

However, each edition will be easily recognisable as they each have their own colour coded labels.

 ‘The Glenlivet packaging update isn’t about changing our whiskies, because we know they are great.” Stated Miriam Eceolaza, marketing director for The Glenlivet.

‘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 new bottles will be seen on the shelves of bottle shops in America later this month and would be expected to be here in Australia later in the year.


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