Passport Scotch launches urban art bottle design

Chivas Brothers-owned Passport blended Scotch whisky has partnered with UK urban artist Jim Vision to launch a new marketing project and limited edition bottle design.

Passport Scotch whisky’s new urban bottle design aims to capture millennial audiences

The Urban Art Project will launch in Brazil, Mexico, Angola and Central Europe, where Passport aims to capitalise on its “rapid growth”.

For the project, Vision created a piece of canvas street art to “capture the essence” of Passport whisky (below) that was then used as the basis to create the brand’s limited edition bottle.

Chivas Brothers said the bottle design aims to engage millennial consumers and will be launched in five markets, including Spain, Portugal, Bulgaria and Poland, this month.

“Urban art is an integral part of our cities, so we see it as a natural fit for Passport Scotch as it really allows us to push the boundaries of creativity in the whisky category,” said Mark Thorne, Passport global brand director.

“After seeing Jim Vision’s work, we knew we wanted him to lead our first ever Passport Scotch Urban Art Project and we couldn’t be happier with the results.

“Jim’s creativity was allowed to flow without constraint, which resulted in this fantastic piece of art that brings our values to life and we hope it will continue to inspire our consumers in emerging markets around the world.”

Passport Scotch whisky saw a 20% increase in net sales in the year ending June 2015, reaching 1.7m cases.