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Whisky Rebrand Ian Macleod Distillers

Ian Macleod Distillers rebrands Glengoyne Whisky with new packaging by Good Creative

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By The Drum Team, Editorial

October 18, 2012 | 2 min read

As part of a brand overhaul, Ian Macleod Distillers has introduced three new malts as well as new package designs across it range of 10, 12 and 21-year old malts in an effort to reinforce the Glengoyne brand’s premium position in the malt category.

The rebrand, which took over 18 months, was led by Glasgow-based agency Good Creative which was tasked with conveying the Glengoyne values: caring nature, enduring spirit and pioneering independence.

As such the strapline ‘Worth the Wait’ was developed and the bottle label and cartons were also also created to highlight the distillery’s heritage and original Gaelic name ‘Glen Guin’ (Glen of the Wild Geese) with a hand-drawn brand crest depicting two wild geese.

In addition, the Glengoyne range launch was supported by a new dedicated website and advertising campaign.

Commenting on the new range, Neil Boyd, UK commercial director for Ian Macleod Distillers said: “True to the brand, we’ve been working on the enhancement of the Glengoyne range over a long period of time. At a time when the industry is squeezing every last litre out of their distilleries, we hold true to our craft. By distilling slower than anyone else in Scotland, we can genuinely claim that Glengoyne is ‘Worth the Wait’.

“It is almost 10 years since Ian Macleod Distillers acquired the Glengoyne brand, since then we have increased sales volumes by 250%. This is against a backdrop of increasing global sales of Scotch Whisky and a shift towards premium brands in the sector.”

Boyd continued: “We continuously look at ways of improving our malt offering and we believe the enhanced portfolio and premium packaging better represents the brand’s values and shows that we are an innovative force in the industry.”

Whisky Rebrand Ian Macleod Distillers

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