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Top 10
Top 10 biggest brand glow-ups of 2024
Reflecting on the past year, these 10 spirits brands have captured our attention and effectively attracted consumer interest with their new designs.
Rebranding and introducing new designs are part of a brand’s natural development. While some revamp their designs to attract newfound attention, others seize the opportunity grow and develop their identity as more money comes in.
With a growing consumer interest in premiumisation, many spirits brands have introduced new labels and distinctive bottle designs to stand out in the competitive market.
Keep reading to learn about the 10 glow-ups, upgrades, and, in some cases, controversial revamps that caught consumers’ and our attention in 2024.
Bowmore
In August, Islay-based Bowmore Distillery introduced two new series – Sherry Oak Collection and Appellations – totalling eight new whiskies along with a new bottle and label design. Said to be reflective of Bowmore’s desirability and collectability within the single malt market, the new look pays homage to one of its most iconic whiskies, Black Bowmore, which was distilled in 1964 and is celebrating its 60th anniversary this year.
The new design for the Sherry Oak Collection was released in September exclusively for The Whisky Exchange, while the Appellations permanent range will be rolled out in 2025.
Find out more about the redesign here.
De Nada Tequila
De Nada Tequila also introduced its new brand identity in August. As the first Tequila brand to introduce aluminium packaging, De Nada underscores an industry turn towards sustainability with its 100% recyclable packaging, weighing significantly less than glass.
The aluminium bottle was adapted to the brand’s blanco and reposado Tequilas, available in New York, New Jersey and Connecticut, as well as De Nada’s website for nationwide delivery in the US.
Find out more about the redesign here.
Other brands investing and experimenting in more sustainable packaging this year include Brockmans Gin, Johnnie Walker Black and Blue Label, and Chivas Regal.
Fielden Whisky of England
Oxford Artisan Distillery announced one of the biggest (and perhaps more controversial) rebrandings of the year in May. As the distillery relocated to Yorkshire, it revealed an entirely new identity with Fielden Whisky of England. The rebranding and move to a bigger facility followed a minority investment through Diageo drinks accelerator Distill Ventures in November 2022, which was to be used for upgrading and expanding the company’s production.
The inaugural Fielden expression was followed in September – the first edition of a new four-part series of whiskies called Fieldnotes.
Find out more about the rebranding here.
Glendronach
Glendronach became the last of Brown-Forman’s three Scottish distilleries to receive an upgrade in July. The Highland whisky brand said the redesigned range aimed to ‘captivate a new generation of discerning consumers’ with its ‘significant transformation’.
The new look was adopted for Glendronach’s core 12-, 15- and 18-year-old expressions, plus a travel retail exclusive 16-year-old.
Find out more about the redesign here.
Highland Park
In October, Edrington-owned Orkney-based distillery Highland Park unveiled new packaging for its core range of single malts. The reinterpreted nature-inspired design was described as a mark of a new era for the whisky, which has previously included black labels and Viking-inspired expressions.
Designed by global creative agency D8 Studio, the new packaging pays tribute to Orkney’s ‘ethereal light and invigorating climate’ in its bright and contemporary colour palette. It also nods to Highland Park’s flavour with heather-flecked labels bearing the updated logo.
The new design expands across Highland Park’s core range of 12-, 15- and 18-year-old expressions, as well as travel retail exclusive 14-, 16- and 18-year-old releases.
Find out more about the redesign here.
Hepple Gin
Unveiled in November, the new bottle for Hepple Gin is described as eco-conscious. It pays homage to the nature and ancient juniper trees found on the Hepple estate in the hills of Northumberland, England. The gin is made from locally sourced botanicals and uses triple distillation.
The new design features a lightweight stopper made with 52% recycled materials, a label crafted from 100% cotton, and sleek lines. The bottle is also produced 440 miles closer to the distillery, reducing its environmental footprint.
In its new form, Hepple Gin will be available from January 2025 in the UK, Italy, Denmark, and Switzerland.
New Grove Rum
New Grove Rum by Grays was given a colourful brand uplift in June that honours Mauritius’ heritage. In celebration of the distillery’s more than 20-year journey, New Grove unveiled a new identity for its single-estate rums with the slogan ‘A Taste of Passion’.
The new milestone brings the distillery’s blue latanier leaf icon to the centre of the branding, coupled with vibrant colours that incorporate Mauritian landmarks and sugar fields.
Find out more about the redesign here.
Ocho Tequila
First announced in March, the new bottle and label design of Tequila Ocho made its debut in April in the US and Mexico, followed by its international launch in the UK in October.
Reflecting the brand’s commitment to terroir in spirits, the new tapered bottle shape makes it easier for bartenders to handle, while a shorter height makes it a cleaner fit for retail shelves and back bars. In addition, the label was given a ‘rustic feel’ with a ‘fingerprint’ texture throughout, a nod to the brand’s single estate concept.
The new global packaging, which replaced previous market-specific labels, unifies Ocho’s branding worldwide. While the label is missing its red eight icon in the US and Mexico, it still boasts the eye-catching number in the UK.
Find out more about the redesign here.
Secret Garden Gin
Scottish Secret Garden Gin, owned by sisters Isobel and Imogen Armstrong since 2022, was given its glow-up in April 2024. The rebranding included a size-up from a 500ml bottle to 700ml, and boasts a bespoke design made in Leeds using 70% recycled glass. The modern design includes an intricate embossing on the glass of a juniper window that draws inspiration from a moon gate, a doorway to the garden. According to the distillery, the new look has positively impacted the demand for their products.
The Secret Garden Distillery has substantially invested in sustainability under the new ownership, including turning the three-hectare garden plot surrounding the distillery into a ‘100%-natural botanical haven.’
Find out more about the redesign here.
Scapa
A lesser-known Orkney distillery, Scapa, was given a new breath of life with its first signature single malts collection in October. Previously only available sporadically as an official bottling, Scapa has upped the ante with three age statement expressions, housed in a new bottle design that pays homage to ‘the natural beauty of the distillery’s coastal surroundings’. Scapa means ‘boat’ in old Nordic dialect, and the icon sits on each bottle.
After an initial launch in select markets, including Norway and France, the new identity was made available globally through The Whisky Exchange in mid-November.
Find out more about the redesign here.
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