The classic Scotch brand The Glenlivet has rolled out new branding as part of a larger effort towards “opening up the single malt category to a new generation of consumers.”
Debuting this month, the new packaging is “bright and bold,” the company says, and “challenges the historically traditional category by leveraging the power of color to inject modernity and energize the portfolio.”
The longstanding green glass bottle has been replaced with a clear bottle, accentuating the color of the whisky and modern redesigned logos, the company says. Also, to celebrate the heritage of The Glenlivet, which means ‘smooth-flowing one’, a smooth-flowing curve has been introduced to the label to unify the collection.
A new look with the same taste, The Glenlivet 12-Year-Old and The Glenlivet Founder’s Reserve expressions are the first to undergo the modern transformation, followed by the rest of the core range.
In support of the brand’s redesign, The Glenlivet has collaborated with fashion and fine art photographers, Inez & Vinoodh.