Whisky’s got a brand new bag

City cues: single malt’s new packaging

A DESIRE to appeal to younger consumers and underline its Glaswegian identity is said to be behind single malt Auchentoshan’s new look.

The whisky’s new packaging is being rolled out globally from this month and shows Glasgow’s skyline on its boxes, while its bottles feature clear tasting notes and a focus on the brand’s urban heritage.

Parent firm Beam Suntory said the new-look packaging would help market the triple distilled malt to younger consumers looking for a “smooth and vibrant whisky to be enjoyed with others”.

Eileen Livingston, senior director of Scotch whisky at Beam Suntory, said Auchentoshan is “honest, innovative, disruptive and fun to be around”.

“This is reflected within our bold new packaging design,” said Livingston.

“We want to connect with a younger generation of drinker that would enjoy a more approachable, accessible and experiential drinking experience of single malt.”