Hart & Jones gives new look to Sacred whisky

Hart & Jones has created a new packaging design and branding for Sacred Spirits' London finshed, peated English Whisky.

It claims to have challenged the 'uncompromisingly masculine codes of the whisky category'.

Simon Jones, managing director at Hart & Jones says: “Whisky has evolved to project a set of values that fits the tough landscape of its Scottish heritage. When considering the design for a new English whisky, finished in PX sherry casks in London by the Sacred Spirits master flavour craftsman, we saw a huge opportunity to break with tradition and speak about taste. A conversation sorely lacking in the design codes of this aromatically rich category.”

Sacred Spirits started life as microdistillers of gin, but has now moved into the whisky category as well.

Chris Hart, creative director at Hart & Jones, talks about creating new codes: “The new design captures the eccentricity and curiosities surrounding the brand in an iconic and powerful manner. But the uniqueness of this design is the metaphor of the moth: inviting the consumer into the decadent drinking experience, visually sampling the subtle sweet fruit notes and deeper sapid tones of smoke, fire and oak. It is not your everyday Whisky window shopping experience.”

Sacred’s co-founder, Hilary Whitney, adds: “Hart & Jones have developed a unique and beautiful design language for whiskies that started with our outstandingly successful whisky liqueur and will continue with exciting launches in the future.”

Sacred’s peated English whisky is launching in high end on trade outlets in October 2017.

16 October 2017 - Sam Coyne The Drinks Report, news editor