Islay single malt debuts new look | Scottish Licensed Trade News

Scottish Licensed Trade News

Islay single malt debuts new look

Laphroaig’s fan base provides inspiration for packaging revamp

Laphroaig’s fan base provides inspiration for packaging revamp

NEW-look packaging has been launched for Islay single malt whisky Laphroaig.

The new design includes a revamped label featuring new colours and a typeset that’s said to have been influenced by feedback from the whisky’s ‘Friends of Laphroaig’ loyalty scheme, which distributor Maxxium UK claims has more than 500,000 members around the world.

We believe this redesign will bring greater visibility and appeal.

The new-look packaging is intended to reflect the history of the Laphroaig brand while also making it easier for consumers to navigate the portfolio and identify the different flavour profiles of each expression.
However, the distillery itself remains the main focal point of the whisky’s traditional tube packaging, featuring prominently in the design.
“Our decision to refresh the brand’s packaging has been taken with a great deal of care, given that the brand’s distinctive look has been so successful for many years,” said Michael Cockram, senior global marketing director at parent company Beam.
“We believe the new look creates a modern evolution for the brand, reinvigorating the original design while educating consumers on the brand’s unique taste experience.
“After listening to consumer feedback, we believe this redesign will bring greater visibility and appeal, providing a more defined brand personality that resonates with our fans.”

The new look creates a modern evolution for the brand.

The new design will appear in international markets that include the USA, Germany, Sweden, Australia and Japan across the core range, which comprises 10 year old, Quarter Cask, Triple Wood and 18 year old expressions.

Image – The Laphroaig packaging was redesigned using feedback from members of its loyalty scheme.

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