Beam revamps Teacher’s with new modern look

Beam Suntory has launched a new bottle design for Teacher’s Highland Cream in international markets as part of a bid to “modernise the brand”.

Teacher’s Highland Cream has been given a new “modern” makeover

Created in collaboration with glassmaker O-1 and Australian agency Landor, the design is currently rolling out across markets including the UK and India.

“Our new packaging will reinforce Teacher’s leadership position in key markets like India and Brazil, support its premium Scotch whisky credentials and extend its appeal to more international legal-age consumers,” said Julie Pender, international marketing manager, Scotch, Irish and Japanese whisky at Beam Suntory.

“We believe the new packaging will be received positively by consumers who are just starting to experiment with Scotch; they have tried other whiskies and are looking for a more premium choice.”

The design features a “slimmer, more streamlined profile” with a new Scottish thistle design embossed above the label to “emphasise the Scottish provenance of Teacher’s”.

The thick black bar at the bottom of the previous bottle’s label has been replaced with a gold panel.

Teacher’s Highland Cream is one of the world’s best-selling blended Scotch whiskies, shifting 2m nine-litre cases in 2014 (Brand Champions data).