New Christmas look for Bell's Original Whisky

Diageo has announced a new look for its top-selling blended Scotch brand Bell's Original Whisky for the festive season.

The refreshed bottle features the brand's founder, Arthur Bell. showing off the brand's heritage in a contemporary way in a bid to maintain standout on-shelf.

The launch of the new bottle is being supported by a £1 million media investment, in the form of the brand's first TV commercial in six years.

Running across TV, radio broadcast and social media until 31 December 2021, the Christmas advertisement features chimes ringing out to the tune of Scottish poem Auld Lang Syne, with the message to consumers to "drop by for a Bell's" this festive season.

The new packaging for Bell's Original (40% ABV) will be rolled out in major grocers and wholesalers in December in 700ml and 1l formats.

George Harper, whisky specialist at Diageo, said: "We have always followed Arthur Bell's own advice that a good-quality whisky can speak for itself. Whilst Bell's has been a firm favourite of the nation for years, this year we are excited to have it stand proud in home bars with its brand-new look - offering a smooth and refined taste, still built around the signature Bell's Original our fans know and treasure."

Violeta Andreeva, Diageo's whisky marketing director, said: "Working on Bell's Whisky, one of Britain's most-loved whisky brands, was a real privilege. While we wanted to update the look of the bottle, we had to stay true to its heritage and constantly asked ourselves what Arthur Bell would have done. Keeping in line with its traditional roots led us to the new campaign idea - drop by for a Bell's with loved ones and enjoy a special dram together this Christmas."

22 December 2021 - Bethany Whymark