Box Destilleri rebrands to avoid Compass Box ‘confusion’
Swedish whisky maker Box Destilleri will rebrand as High Coast Distillery later this year to distance itself from Scotch whisky blender Compass Box.
The distillery, which launched in 2010, will be relaunched as High Coast Distillery at the end of June in order to avoid confusion between its products and those of independent blender and bottler Compass Box.
Compass Box previously highlighted that fans may become confused by the two names, prompting Box Destilleri’s rebrand.
In a press release, the Swedish whisky maker said: “In order to avoid any possible brand conflicts and to continue opening in new markets, we intend to rename our production facility to the High Coast Distillery and register the High Coast Whisky brand.”
The name change will come into effect on 30 June at this year’s Box Whisky Festival.
Thomas Larsson, CEO of Box Destilleri, said: “With the name change, we will make our brand and distillery connection even stronger to the High Coast region and the amazing place we live and work.
“We hope to see good market opportunities as we connect ourselves more closely to the High Coast and the unique values the area has.”