Pearls and contemporary design when Auchentoshan revamps their bottles and packaging

Posted on June 12, 2008
Filed Under Design, Lowlands, Whisky Advertising, WhiskyBuzz |

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Auchentoshan Distillery – home to Scotland’s only triple distilled single malt whisky – is set to introduce new expressions to its premium product range along with a new contemporary look and feel to its bottle shape and packaging design.

Auchentoshan Label 21 year old The new bottle shape and packaging design is a radical move from its former traditional look. The design embraces its traditional heritage with the use of a thick base bottle to keep its weight and premium status, while the oval bottle shape is more simple and stylish to easily hold in one hand.

Presented in beautifully pearlised packaging, the unique bottle shape and the use of strong contemporary colours aim to maximise its on-shelf presence and present a recognisable product range.

The new look is set to appeal to a younger and wider audience of emerging malt consumers who enjoy trying ‘the new’ and ‘the best’ in an urban social scene.

Karen Murray, marketing manager for Auchentoshan, said: “We’ve made bold changes to the packaging design and introduced some new expressions to widen our market appeal and ultimately drive long-term and sustainable growth.

On-shelf during June 2008, this is the first major re-design that has been introduced in more than 12 years. The distillery has created a range of different tastes that can be enjoyed on any occasion with the introduction of the Classic and 18 year old expressions while the 12 year old, Three Wood, and 21 year old all gain a new identity.

Auchentoshan will mark the launch of the new product range with trade events in London and Glasgow during June.

More information about the new expressions:

Classic
The Classic is soft, rich and creamy with a pale gold appearance. It has a rich vanilla and coconut smell with a hint of green apple and a tang of citrus zest. To taste it has a sweet vanilla cream, fresh green apple skin and a little mint. It has a wonderful fresh floral zesty finish.
RSP - £20.99

12 Year Old
The 12 year old is smooth, fresh and nutty with a golden honey appearance. It has a
Crème Brulee smell with a burst of citrus and the signature nuttiness and green leafiness of Auchentoshan. To taste the palate is smooth and sweet with hints of tangerine and lime. To finish, it is a gingery and slightly drying with a pleasant lingering nuttiness.
RSP - £24.99

Three Wood
The Three Wood is intense, sweet and complex with a rich golden bronze appearance. It has a blackcurrant, brown sugar, orange, plum and raisin aroma with a fruit and syrup taste. The finish is fresh and fruity with long lasting oaky sweetness.
RSP - £34.99

18 Year Old
The 18 year old is zesty and refreshing with deep golden summer barley appearance. The nose is fresh tobacco leaf then sweet with a hint of caramelised sugars, green tea and toasted almonds. At first the palate has a floral freshness with sweet barley sugar which gently ebbs to reveal a tangerine zestiness that leaves the palate alive and refreshed. It leaves a long, lingering and well balanced dram that invigorates the mouth.
RSP - £49.99

21 Year Old
The 21 year old is elegant and perfectly balanced with a bright copper appearance. It has ripe gooseberry notes together with sweet vanilla and oak that combines with a freshly cut barley flavour. The taste is light chocolate and soft green fruit, with a twist of old oak and honey. It leaves a long and lasting finish demonstrating real depth and character.
RSP - £69.99