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Murray McDavid unveils rebrand

Murray McDavid has unveiled a rebrand in their presentation, with a major emphasis on sustainability going forward. The Scotch whisky brand’s old tin tubes are to be replaced with recyclable and lighter cardboard cartons, said to be marking the start of a new chapter for the 30-year-old company.

The design rebrand also sees a new bottle shape and a bolder label design, with the design of secondary packaging has retained Murray McDavid’s six core colours to stay true to the traditions of the brand’s look.

Another aspect of the change is the inclusion of the West Highland White Terrier to the new bespoke cork stopper, label and carton. 

Murray McDavid’s head of whisky creations, Dean Jode, commented: “Aceo’s first rebrand of Murray McDavid was eight years ago, so we felt now was the right time for a re-fresh. By addressing the brand’s carbon footprint and advances in packaging technologies, we have been able to accentuate the brand’s craft features of authenticity and quality, whilst improving shelf presence and relevance with our target markets – capturing our unconventional and bold-spirited exuberance.”

The rebrand will be supported by an ATL and BTL media campaign, widely available from this month in both on-trade and specialist outlets.

24 January 2023 - Bradley Weir