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Top 10 spirits packaging makeovers

The spirits industry is a fiercely competitive world, with brands constantly striving to stand out from the masses with innovative new bottle designs that communicate their premium status.

Tanqueray No. Ten, Jago’s Vanilla Cream Liqueur and The Naked Grouse have all revealed dramatic packaging makeovers in the past year

Most brands bring out limited edition bottles on a regular basis to celebrate a new expression or landmark occasion, but, less frequently, some completely overhaul their image and bring out a permanent new bottle design.

Sometimes as part of a bid to reignite ailing sales or to broaden the brand’s market appeal, these redesigns generate great interest across the industry.

Over the past year, there seems to have been an unprecedented number of new spirits bottle designs unveiled, with labels across the entire spectrum of the industry revamping their image.

Click through the following pages to see our pick of the top 10 spirits packaging makeovers revealed in the past 12 months. If a particular new design stands out in your mind and hasn’t been included in this list, let us know by leaving a comment below.


BacardiTo enhance its usability in the on-trade, Bacardi unveiled a “more ergonomic” design for the core range of its namesake rum – marking the brand’s first packaging update for a decade. The Superior, Gold and Black Bacardi expressions were all given design adjustments in February last year in order to meet the needs of bartenders. The new design is taller and slimmer with improved weight distribution for increased ease on the speed rail.

Southern Comfort

Southern-ComfortSouthern Comfort launched a design makeover for its entire range in February this year to coincide with the launch of its new caramel-flavoured expression. Created by Helms Workshop, based in Austin, Texas, the new design features bold lettering, fluted shoulders and a new icon on the neck and label.

Hankey Banister

Hankey-BannisterTo highlight its 250-year heritage, Scotch whisky brand Hankey Banister redesigned its external packaging last month – part of an ongoing strategy to bring to life the story of the brand’s two founders, Beaumont Hankey and Hugh Bannister. Two different cartons have been designed for Hankey Bannister Original (red) and Hankey Bannister 12 Year Old (blue), although both feature a gold foil motif.


MortlachAhead of its re-launch last year, Scotch whisky brand Mortlach launched new packaging designs to communicate its luxury credentials. Created using Victorian engineering design cues in tribute to Mortlach founder George Cowie, the decanters were described by brand owner Diageo as “redefining luxury”. The 18- and 25-year-old bottles feature intricate metal structures inspired by Victorian architecture, while the Rare Old and Special Strength bottles both feature a faceted glass base.

Licor 43

Licor-43In collaboration with drinks design consultants Cartils, Spanish liqueur brand Licor 43 revealed an image revamp that gave its traditional look a decidedly modern twist. The bottle, labeling and branding of the liqueur were refreshed with a new look, featuring a taller, slimmer shape, gold detailing and a bold crest.

The Naked Grouse

The-Naked-GrouseEdrington sought to emphasise the “honest simplicity” of The Naked Grouse blended Scotch whisky with a new premium, minimalist look. Revealed in July last year, the design does not feature any labeling on the main body of the bottle, merely including a picture of the whisky’s emblem etched into the bottle, plus a cardboard and string neck tag depicting the story and craftsmanship behind The Naked Grouse.

Glenfiddich 18

Glenfiddich-18William Grant’s Glendfiddich 18 Year Old stands out from its younger stablemates with a superior new design. Now bottled in clear glass rather than brown, the variant features an embossed cartouche and is sealed with a wooden stopper. The packaging update also includes a chocolate-coloured gift box that’s finished with gold foil.

Tanqueray No. Ten

Tanqueray-TenLast year Diageo announced a permanent bottle redesign for its Tanqueray No. Ten bottle, which depicts the shape of a lemon juicer at the bottom of the vessel to reflect the gin’s citrus flavour. Still sporting its iconic green colour, the bottle now features 10 full-length indentations in an Art Deco design, which is also said to look like a cocktail shaker.

Jago’s Vanilla Cream Liqueur

Jago's-Cream-LiqueurRelaunched in the UK last year, Jago’s Vanilla Cream Liqueur looks remarkably different to its previous incarnation and now sports a more feminine image. With an eye-catchingly sleek, teardrop-shaped purple bottle, the new design also sports a pretty white motif across the shoulders. Its re-launch follows a packaging update for owner Distil’s Blackwoods Gin and Blackwoods Botanical Vodka in August 2013.

Brockmans Gin

Brockmans-GinBrockmans Gin appealed to more than just consumers’ sense of sight when it announced its new bottle design in June last year by adding a touch of “tactility”. Following in the footsteps of Bulldog Gin, Brockmans has opted for a bold, black glass bottle with cross-hatched embossing, creating an “exquisitely sensual look”.

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