The Singleton gets packaging revamp
Diageo-owned The Singleton has debuted a new packaging design across its core range of single malts.
The decision to bring out a ‘bolder visual identity’ aims to make the range both easier to explore and give it a more distinctive, contemporary look, the brand said.
Global head of The Singleton, James O’Connor, explained: “We wanted the packaging to feel as considered as the whisky inside. The Singleton’s slow batch distillation takes time and craft, and the new design reflects that.
“It’s a deeper take on our iconic teal, richer in detail and more premium in feel, while staying completely true to who we are.”
The new look will be found across The Singleton of Dufftown and The Singleton of Glendullan ranges.
For new design features, distinctive labels and clearly defined visual cues are said to make it easier for shoppers to understand the different flavours of the expressions. There are also more evocative tasting notes to capture the rich flavours of each Singleton whisky.
Elsewhere, premium design touches are aimed at supporting discovery and trading up across the portfolio, while the brand’s salmon marque has a more distinctive presence alongside a deeper teal colour palette, metallic inks and tactile finishes.
According to the brand, the new look also ‘delivers carbon savings per case’ compared with its previous iteration.
O’Connor added: ‘It’s a significant step forward for the brand, reflecting The Singleton’s position as a leading single malt around the world, while incorporating packaging changes that support our ongoing efforts to reduce the impact and carbon footprint of our packaging.”
The Singleton’s owner, Diageo, has recently begun a restructure ahead of the reveal of CEO Dave Lewis‘ strategy update for the company on 6 August. The restructure has put 150 jobs in Ireland at risk.
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