Glenmorangie unveils ‘playful’ redesign
Highland Scotch whisky brand Glenmorangie has revealed a new look for its core range to better reflect the flavours of each expression.
The new packaging for Glenmorangie The Original, The Lasanta and The Quinta Ruban aims to combine ‘elegance, luxurious materials and a sense of fun’.
Louise Dennett, Glenmorangie global head of brand, said: “Our whisky is truly delicious and our reimagined packaging brings its flavours to the fore. We see this as an opportunity to welcome new drinkers with a playful elegance, which reflects our creativity in whisky making; and to ensure our single malt stands out by using bold colours and enhanced branding.”
The refreshed packaging includes a more ‘elegant’ bottle shape, with wider shoulders, a tapered neck and stopper, and a swirled detail inspired by Glenmorangie’s Signet icon on the base.
The carton and labels have also been updated to ensure they stand out on shelves, featuring ‘vivid’ colours to reflect the flavours of each whisky.
The orange colour used for The Original’s design is based on the 10-year-old whisky’s notes of orange, honey and peach. The red carton for 12-year-old Lasanta was inspired by the ‘rich, spicy sweetness’ of the liquid and the hues of a sunset.
Meanwhile, the packaging for 14-year-old Quinta Ruban is green to showcase the ‘bold and velvety whisky’s forest-like depths’.
The new design includes curving lines that run through the packaging to reflect the fluidity of the liquid, the wood used to age Glenmorangie and the distillery’s surroundings.
The Signet icon has been given more prominence and has been simplified, while the name of the brand is split across four lines. The brand’s giraffe symbol is depicted on the back of the carton.
Thomas Moradpour, president and CEO of The Glenmorangie Company, added: “We believe our whisky is for everyone. And we’re on a mission to share its wondrous tastes and aromas in every way we can. From this vibrant new packaging to our colourful brand campaign, we are inviting more people to discover the joy of Glenmorangie, whether or not they’ve tried single malt before.”
The new look will be rolled out globally from August 2022 and in the UK from mid-August onwards. The packaging is fully recyclable and the carton is certified by the Forest Stewardship Council (FSC).
Brand owner LVMH recorded ‘strong growth’ for Glenmorangie during its financial results for the first quarter of 2022.
Meanwhile, Ardbeg, which also sits within The Glenmorangie Company, sold a cask of whisky for £16 million (US$19.3m) earlier this month.