Glenmorangie unveils packaging revamp

Glenmorangie has unveiled a new packaging design for its core single malt whiskies.

The Highland distillery said the bold packaging revamp for its core single malts - The Original, The Lasanta and The Quinta Ruban - was inspired by its whisky's "award-winning flavours", with a new bottle, vivid colours and playful details.

The new bottle shape features wider shoulders and a tapered neck and stopper, while the carton and labels have been updated with bolder colours, curving linework, and more prominent positioning for the brand's symbol, the giraffe, and its Signet icon.

It follows a number of recent design-led initiatives from Glenmorangie, including a colourful brand campaign shot by renowned photographer Miles Aldridge and its boutique hotel Glenmorangie House.

Louise Dennett, Glenmorangie global head of brand, said: "Our whisky is truly delicious and our reimagined packaging brings its flavours to the fore. We see this as an opportunity to welcome new drinkers with a playful elegance which reflects our creativity in whisky making, and to ensure our single malt stands out by using bold colours and enhanced branding."

Thomas Moradpour, president and CEO of The Glenmorangie Company, said: "We believe our whisky is for everyone. And we're on a mission to share its wondrous tastes and aromas in every way we can. From this vibrant new packaging to our colourful brand campaign, we are inviting more people to discover the joy of Glenmorangie, whether or not they've tried single malt before."

The new-look packaging will be rolled out worldwide from August 2022 and in the UK from mid-August onwards.

26 July 2022 - Bethany Whymark