The “contemporary” bottle is taller than the previous iteration and features gold, red and black design elements to also appeal to “loyal Whyte & Mackay drinkers”.

The design features cues to “Whyte & Mackay’s rich brand heritage”, including embossed lions, a ‘whisky makers since 1844’ stamp, and the ‘triple mature for a smoother, richer taste’ tagline.

A run of 500,000 neck tags will read ‘new smooth bottle, same smooth whisky’. The release will also be supported by a national media campaign across the UK.

Ruairi Perry, head of the brand at Whyte & Mackay, said: “Consumer satisfaction has always been very important to us and response to the new bottle has been very positive. They love our taller, more modern look.”

The redesign has been launched as part of the brand’s 175th-anniversary celebrations and follows the release of Whyte & Mackay Light – a 21.5% abv ‘spirit drink’. Also earlier this year, Glasgow-based Whyte & Mackay launched an experimental subdivision called The Whisky Works.

Read More at source: The Spirits Business

image Source: The Spirits Business