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Stauning Whisky hopes to 'tell brand's story' with radical redesign

Premium Danish distiller Stauning Whisky has unveiled a striking new bottle design, set to hit European shelves later this month.

The redesign, which includes Nordic-inspired artwork and a new bottle size, is part of a plan by the brand to grow its exports and share the "Stauning story" with more consumers.

Stauning collaborated with Danish design agency Everland, Danish artist Asbjørn Staunstrup Lund and British branding agency Jenkins Studio to create the new-look bottle. 

The artwork is a tribute to Stauning's purpose-built state-of-the-art distillery on Denmark's west coast, to which it moved in 2018, while the redesign has also seen its bottle volume increase from 500ml to 700ml.

The bottle features a striking black and gold label and screen-printed illustration. It depicts the nine friends who started Stauning as a hobby back in 2005, as well as the whisky's production methods including the technique of floor-malting.

The new design will be rolled out across Stauning's core range: Floor Malted Rye Whisky, Floor Malted KAOS Triple Malt Whisky, and Floor Malted Peat Single Malt Whisky. 

Stauning co-founder Alex Munch said: "We wanted to find a visual way to tell the story of Stauning Whisky - something we'd never seen done before. It sets us apart as a Danish whisky which hails from the country's west coast. The changes to the bottle represent us better than ever and give our premium whisky a bottle it truly deserves."

12 September 2020 - Bethany Whymark