The move is designed to enhance on-shelf standout and: “Better reflect the quality and richness of the whisky and clearly position the brand as a rightful player in the luxury spirits category.”
Chivas Bros’ brand director for malts, Neil Macdonald, described Aberlour’s new looks as “the perfect balance between tradition and modernity”, adding: “The sobriety of the new pack adds an element of timelessness to the designs, which reflect the whisky itself.”
The enhanced design elements include changing the old red Aberlour logo to an embossed cream, to give a more contemporary feel. The visual of St Drostan’s Well (which symbolises the location of Aberlour, with a heritage stretching back over 1,500 years to an ancient Celtic settlement established by St Drostan) has been recreated in a contemporary visual manner. And the original ‘Let the Deed Show’ seal has been replaced with founder James Fleming’s signature.
The company has also refined the packaging of A’bunadh, using naturally rough paper for the label and presentation canister and a palette of “earthy colours” to reflect its name (A’bunadh meaning ‘of the origin’). In order to meet whisky lovers’ thirst for knowledge, more technical information about the whisky’s production has also been added.
“The new packaging for the Aberlour family of single malts strongly establishes the range’s prestige credentials and helps the whiskies to become more visible without being ostentatious, which would go against the grain of our fantastic whisky,” said Macdonald.
Aberlour is the leading malt whisky brand in France, the world’s biggest scotch whisky market.