Whisky may be one of the oldest spirits categories but its also one of the most progressive and innovative – this is according to UK-based - an invaluable source for anyone trying to understand current trends and interpret the future direction of this great spirit.
The Whisky Yearbook asserts that one the key drivers of growth in the category is discovery, which brings new consumers to whisky - and that whisky brands that innovate are the most likely to attract new drinkers while at the same time convincing new converts to trade up amd pay more for the quality of the drink they enjoy.
Loyal whisky drinkers need not fear though - the liquid itself remains unchanged, and it’s still the same single malt you know and love. We asked Senior Brand Manager Blue Masoka whether this redesign is just an attempt to get more attention in a crowded market. ‘’Not at all. This isn’t about trying to get attention. Our whisky drinkers love what’s inside the bottle and this new look is our invitation to join us on this next stage of The Glenlivet’s journey. The new packaging is a reminder that we’ve come a long way to get to where we are today and that it’s all thanks to the pioneering spirit of our founder, George Smith.
While the story behind The Glenlivet is likely to fulfill the need for a deeper connection, the modern yet timeless look of the redesigned range will no doubt catch the eye of new whisky drinkers, and, as every seasoned single malt whisky drinker will tell you, that’s how the journey begins…
TheGlenlivetSA NewLookSameOriginalTaste
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