Glenrothes whisky packaging is revamped

Berry Bros. & Rudd Spirits has unveiled a new livery for The Glenrothes, which was the first single malt to be available as ‘vintage only’ and was subsequently in the vanguard of whiskies to be released without a declared age statement.

Since the release of the 1979 Vintage in 1994, The Glenrothes has been instantly recognisable by its distinctive round bottle (which was itself inspired by those found in distillery sample rooms) and the front label carrying tasting notes from the Malt Master as well as his signature. The bottle has been presented in a unique ‘frame’ packaging to highlight the bottle and the naturally coloured single malt whisky therein.
 
Over time the packaging has evolved to respond to consumer desires and recent growth has resulted in several new expressions appealing to different potential purchasers. With the latest packaging the hierarchy of the range is clearly reflected from principal carton to bespoke leather case.  
 
The first markets to change over to the enhanced packaging will be Taiwan, the US and travel retail (with the Manse Brae Range).
 
Luke Tegner, marketing director of Berry Bros. & Rudd Spirits, explains: “Consumers enjoy The Glenrothes because of the liquid, of course. But they also love the bottle and frame pack. This updated packaging will clearly communicate the hierarchy of our expressions in existing and markets that are new to us. The pinnacle being the Extraordinary Cask Collection, winner of the World’s Best Design at the World Whisky Awards 2013.”
 

Vintage 2001 launched

Berry Bros. & Rudd Spirits has also announced the release of the latest Vintage from The Glenrothes – Vintage 2001,  selected from a variety of casks to deliver "soft but stimulating and conversational properties".
 
According to Ronnie Cox, brands heritage director; “The Vintage 2001 Vintage displays deliciously creamy citrus wrapped tightly in the softness of aged oak. Complete and complex integrity in a glass.”

The Glenrothes features tasting notes on the label; the character of the Vintage 2001 is described by malt master Gordon Motion as “Sweet oaky vanilla, black cherries, and soft spices.”
 
Bottled at 43% for Europe (70cl) and the USA (75cl), The Glenrothes Vintage 2001 will be available in Asia at 40% and is the first Vintage to appear in the new, enhanced packaging.
 
The Glenrothes 2001 Vintage is available from Berry Bros. & Rudd at £45.00 and internationally at €55.00 and US$67.00.

2 July 2013 - Felicity Murray