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Adventurous new image for Cutty Sark whisky

Cutty Sark blended Scotch whisky is to partner Loch Lomond Seaplanes as part of a £20m marketing plan, called ‘The Spirit of Adventure’, to break away from tradition and target a younger consumer.

Cutty Sark was originally created for export to the US during the time of the prohibition and celebrated its 90th birthday on March 23rd this year. It is now in the Edrington portfolio of brands and one of the top 10 Scotch whiskies in the world.

Originally named after the world famous Cutty Sark clipper, which was built just 10 miles away from the brand’s HQ, the whisky is now trying to break away from tradition by targeting a younger consumer.

Everything from the brand is new - from packaging, range, materials and distribution plans. Pearlfisher, based in London, has re-designed all the brand's packaging, including the Storm edition,  the 12 year old and the 18 year old editions. The bottle is new and the distinctive yellow label has been revamped with a new ship illustration, however the Cutty Sark typeface has been kept the same. (Old bottle and label pictured left, new on the right)

Edrington is investing £20m on the brand over the next five years, covering both new and existing markets globally. This increase in investment is forecast to push sales up by nearly 40%.

Jason Craig, global brand controller, Cutty Sark blended Scotch whisky comments: “This is going to be a truly momentous year for the Cutty Sark brand. The stunning bright yellow seaplane really reflects what we hope will be the journey for our whisky brand for the next five to 10 years; from its roots as a Scotch to taking flight as an urban, relevant and pioneering whisky for new generation of whisky drinkers.”

5 April 2013 - Felicity Murray