World’s No. 1 Islay Malt Whisky Launches New Look across Award-Winning Global Portfolio
Laphroaig® Single Malt Scotch Whisky, distributed by Maxxium UK, proudly reveals a global packaging refresh to its award-winning whisky portfolio. The whisky’s new packaging, which is rolling out globally from this month, reflects the quality of the liquid inside and the rich history of the brand while making it easier for whisky enthusiasts to navigate the portfolio and identify their preferred flavour profile.
Michael Cockram, senior global marketing director, Beam Inc., says, “Laphroaig continues to be the world’s No.1 Islay malt whisky. 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. 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.”
Inspired by feedback from its Friends of Laphroaig community, the packaging features a new label with iconic colors and a typeset that creates a warmer shelf appeal complemented by imagery reflective of the more than 200-year-old distillery. An image of the Laphroaig distillery nestled quietly along the Islay bay remains the focal point of the traditional tube packaging. The subtle redesign follows a successful 2012 performance with continued growth for the brand.
Cockram adds: “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 packaging is scheduled to roll out in key Laphroaig markets, including the United States, United Kingdom, Germany, Sweden, Australia and Japan.
• Laphroaig is the No.1 selling Islay Single Malt Scotch Whisky globally
• Unmistakably peat-smoke flavours are delivered by burning local Islay peat, containing unique traces of seaweed and heather.
• One of only a few distilleries that still uses traditional malting floors and dries and infuses its own malt with the thick blue smoke from old peat-fired kilns.
• The Friends of Laphroaig programme keeps fans of the brand up to date with special offers and news from distillery manager, John Campbell. On signing up, members are allocated their own square foot of land on Islay, and their names are added to the members’ book in the friends lounge at the distillery. Members who visit the distillery are invited to collect their ‘rent’ – a dram of Laphraoig. The community comprises more than 540,000 like-minded Scotch fans from more than 190 countries.
Issued by The BIG Partnership on behalf of Laphroaig
For further information please contact: Sarah McDonald or Sarah Bailey at The BIG Partnership on 0131 555 5522 or email: firstname.lastname@example.org or email@example.com
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