# Tradition-Defying Whiskey Packaging The Glenlivet Introduces Next-Gen Single Malt Scotch Whisky By Laura McQuarrie | Published 2019-05-06 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/single-malt-scotch-whisky References: [prnewswire](https://www.prnewswire.com/news-releases/the-glenlivet-debuts-new-initiatives-aimed-at-opening-up-the-single-malt-category-to-new-people-original-ideas-and-fresh-perspectives-300844305.html) & [theglenlivet](http://www.theglenlivet.com) The Glenlivet is putting a fresh new spin on [single malt scotch whisky](https://www.trendhunter.com/trends/glenlivet-40-year-old) 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](https://www.trendhunter.com/trends/edinburgh-gin-redesign) in the brand's history." The bright, bold new [scotch whisky packaging](https://www.trendhunter.com/trends/bottle-and-packaging-redesign) 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. ## Trend Insights (Trend Hunter) - Score: 5.8/10 - Popularity: 80% | Activity: 87% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### What's Driving This Trend - **Next-gen Single Malt Scotch Whisky:** The Glenlivet's groundbreaking bottle redesign introduces a new generation of drinkers to single malt scotch whisky. - **Challenging Tradition:** The bright and bold clear bottle design breaks away from the classic green glass, offering a fresh perspective on scotch whisky packaging. - **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. ### Who This Affects Most - **Beverage Packaging:** The clear bottle design presents an opportunity for other beverage brands to break away from traditional packaging and appeal to younger consumers. - **Alcohol Manufacturing:** By embracing the next generation and disrupting the traditional packaging styles, alcohol manufacturers can attract new customers and rejuvenate their brands. - **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. ## Related on Trend Hunter - [Contemporary Whisky Rebrands](https://www.trendhunter.com/trends/the-glenallachie.md) - [Heritage-Inspired Sophisticated Whisky Packaging](https://www.trendhunter.com/trends/sophisticated-whisky-packaging.md) - [Modernized Whisky Designs](https://www.trendhunter.com/trends/whisky-designs.md) - [AI-Generated Whiskey Packaging](https://www.trendhunter.com/trends/the-twelve-elements.md) - [Travel-Inspired Scotch Series](https://www.trendhunter.com/trends/beyond-speyside.md) - [Freshly Flavored Scotch Whiskeys](https://www.trendhunter.com/trends/glenlivet.md) - [Smashable Whisky Packaging](https://www.trendhunter.com/trends/the-51.md) - [Flavor-Fused Whiskys](https://www.trendhunter.com/trends/glenlivet-rum-and-bourbon.md) - [Tartan-Patterned Spirit Campaigns](https://www.trendhunter.com/trends/bespoke-tartan.md)