Speyburn rebrands with fresh look

International Beverage-owned Speyburn distillery in Speyside has revealed a fresh look and a new core range of single malt whiskies.

In celebration of the distillery’s 126th anniversary, Speyburn has introduced an updated look, including a new logo, a new colour palette for different expressions and more approachable depictions of the products.

“We have introduced a complete brand refresh across Speyburn in line with our commitment to invest in this brand. Speyburn has always prioritised simplicity, taste and quality, so we wanted the new packaging and collection to reflect this,” said Jack Cook-Broussine, brand manager.

“Having listened to our consumers, Speyburn’s new look will make it easier for shoppers to understand what we have to offer as well as attracting a new wave of Speyburn fans as we continue to grow this brand in markets around the world.”

Nick Cadbury, creative director at Threebrand, the design agency behind Speyburn’s new look, added: “The whisky category Speyburn targets is very competitive and has seen a visual transition from more contemporary design plays to attract a less experienced consumer. We aimed to take the core brand DNA and represent it with the right balance of accessibility, provenance and stand out. We’re very excited with the result.”

The new design will initially be featured on entry and mid-range products, with plans to introduce it on higher-aged expressions later this year.

The Bradan Orach single malt has been renamed Speyburn Bourbon Cask.

The revamp also includes a brand-new expression introduced to the distillery’s portfolio: Speyburn Rum Cask Finish, which, as a first for the brand, has been rested in rum casks.

Ranging in price from £25-£35 (US$32-$45), the updated Bourbon Cask, Rum Cask Finish and 10 Years Old are now available in the UK through Amazon, all with an ABV of 40%.

A phased global rollout will follow the initial release in May 2024.

The rebranding follows the distillery’s permanent opening to the public in 2023.