The Glenlivet is putting a fresh new spin on single malt scotch whisky that will help to introduce the category to a new generation of drinkers. The brand is introducing a variety of initiatives to offer a fresh perspective of its portfolio, beginning with what's been dubbed "the most groundbreaking bottle redesign in the brand's history." The bright, bold new scotch whisky packaging challenges tradition by replacing the classic green class bottle with a clear one that accentuates the product's golden hues. As the brand's name means "smooth-flowing one," the bottle's label also incorporates a curve that unites the pieces in the collection, including The Glenlivet 12-Year-Old and The Glenlivet Founder's Reserve.
The Glenlivet is also working with fashion and fine art photographers Inez & Vinoodh, as well as businesswoman and mother La La Anthony for a pop-up experience in New York.
Tradition-Defying Whiskey Packaging
The Glenlivet Introduces Next-Gen Single Malt Scotch Whisky
Trend Themes
1. Next-gen Single Malt Scotch Whisky - The Glenlivet's groundbreaking bottle redesign introduces a new generation of drinkers to single malt scotch whisky.
2. Challenging Tradition - The bright and bold clear bottle design breaks away from the classic green glass, offering a fresh perspective on scotch whisky packaging.
3. Collaborative Branding - Working with fashion photographers and a businesswoman for a pop-up experience in New York, The Glenlivet expands its brand beyond the typical whisky industry partnerships.
Industry Implications
1. Beverage Packaging - The clear bottle design presents an opportunity for other beverage brands to break away from traditional packaging and appeal to younger consumers.
2. Alcohol Manufacturing - By embracing the next generation and disrupting the traditional packaging styles, alcohol manufacturers can attract new customers and rejuvenate their brands.
3. Art and Fashion - The collaboration with photographers and a businesswoman demonstrates the potential for cross-industry partnerships that can create unique experiences and generate buzz for both the whisky and fashion/art industries.