Auchentoshan's Refreshed Branding Appeals to Younger Drinkers
Laura McQuarrie — November 1, 2019 — Lifestyle
References: auchentoshan & thespiritsbusiness
The new branding for Auchentoshan is helping to set the product apart from other single-malt whisky products by differentiating it as an "urban city single malt whisky." The refreshed branding for the single-malt Scotch whisky is designed to express the fact that the product hails from Glasgow and boasts an urban heritage.
The design includes a city skyline that aims to catch the eyes of younger drinkers and appeal to them with a more modern, accessible and experiential drinking experience.
While many product packages depict natural landscapes and old buildings, Auchentoshan offers a refreshing new perspective, especially as its copper stills are located right within Glasgow. By defying category stereotypes, Auchentoshan is setting itself apart with a look that's bold and expressive enough to tell its unique story.
The design includes a city skyline that aims to catch the eyes of younger drinkers and appeal to them with a more modern, accessible and experiential drinking experience.
While many product packages depict natural landscapes and old buildings, Auchentoshan offers a refreshing new perspective, especially as its copper stills are located right within Glasgow. By defying category stereotypes, Auchentoshan is setting itself apart with a look that's bold and expressive enough to tell its unique story.
Trend Themes
1. Urban City Branding - Auchentoshan's refreshed branding represents a trend towards urban-centered marketing for alcoholic beverages.
2. Youthful Appeal - Auchentoshan's new branding targets younger drinkers by offering a more modern and experiential drinking experience.
3. Defying Category Stereotypes - Auchentoshan sets itself apart by challenging traditional packaging and visuals associated with single-malt whisky, creating disruptive innovation opportunities in the industry.
Industry Implications
1. Alcoholic Beverages - The urban city branding trend opens up opportunities for other alcoholic beverage companies to target younger consumers with unique and modern marketing approaches.
2. Marketing and Advertising - The shift towards youthful appeal in alcoholic beverages creates opportunities for marketing and advertising agencies to develop campaigns that resonate with younger demographics.
3. Packaging and Design - Auchentoshan's disruptive branding design calls for the packaging and design industry to explore bolder, more expressive visuals for traditional products in order to attract younger consumers.
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