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.