Scottish alcohol producer Whyte & Mackay has unveiled a new label design for its blended Scotch whisky.
The new labelling “enriches visual cues, gives the bottle greater on-shelf prominence and enhances the brand’s quality credentials by highlighting its triple maturation process and gold medal award-winning liquid,” the company said.
Appearing in the UK on-trade and off-trade channels from this month, the bottle adopts new gold etching around the label edges and a dynamic new look for the iconic double lions, which Whyte & Mackay claimed would “give a more impactful visual appeal to consumers”.
It is the brand’s first label redesign in nine years.
Whyte & Mackay global marketing director Steven Pearson said: “Insight from consumers triggered this redesign and their feedback on the new label so far has been overwhelmingly positive.
“The new changes take crucial elements of Whyte & Mackay and strengthens their presence in the design. We believe this highlights our triple maturation process and gives the brand greater on-shelf standout in the crowded blended whisky category due to its fresh and contemporary design.
“Whyte & Mackay has experienced double digit growth over the last three years and we intend to continue this momentum throughout 2015. Our new label is the first in a series of exciting initiatives that we look forward to unveiling this year.”
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