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Community at heart of Deanston redesign

Distell brand Deanston is celebrating its long history within its community by launching a new packaging design for its Highland single malt, highlighting its craftsmanship and community spirit.

Recent consumer trends have shown a return to craft spirits and a growing demand for locally-made products. Deanston claims that its strongest attribute is that it offers truly authentic, hand-crafted malts made in small-batches from locally sourced ingredients only.

The redesign aims to showcase authenticity, increasing its appeal to consumers seeking authentic brands with strong character and an interesting story to tell.

Heavily influenced by its past, Deanston Distillery’s team of craftsmen produce its single malt range using traditional equipment and methods, barley from local farmers and soft water from the River Teith.

Deanston’s location on the banks of the river has also allowed it to become Scotland’s only distillery to produce all of its own electricity using hydro power.

The main changes to the packaging are the introduction of a bespoke bottle and capsule, which includes an embossing of a replica coin representing the currency used by the employees of the cotton mill in the 18th century.

Deanston’s community roots and handcrafted identity have been further enhanced with signatures from key members of the distillery team, as well as a ‘stamp effect’ to highlight its small-batch production. Each element of the packaging plays a part in telling the distillery’s story.

Carina Gous, Distell says: “Deanston has a unique tale to tell and the redesign not only highlights this but also the craftsmanship and quality of the single malt.

“The original mill was at the heart of the community and this remains the case for the distillery. The bespoke packaging creates a lasting legacy for the generations of people who have worked at both the mill and the distillery, paying tribute to the community who have helped make Deanston what it is today.”

The bottle was designed by the agency Good, who placed the words 'Doune Scotland', a reference to the location of the distillery, in a new typeface and redrawn icon.

Mike Hunter, senior designer at Good says: "We wanted to create a new look for Deanston, which paid tribute to its history and legacy, and told its story through design. Deanston has genuine craft, community and heritage - things so many brands look for these days, but few can truly possess. Deanston is a brand with a great story and integrity, and of course, a great product at its heart."

21 November 2016 - Sam Coyne The Drinks Report, editorial assistant