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Glenmorangie, the popular Scottish single malt whisky, has recently undergone major repositioning. This has involved the vast and complex repackaging and labelling of the entire range with over 200 variant labels involved.

The Glenmorangie Company chose Edinburgh-based Simpson Label Company to advise on production planning and the appropriate manufacturing techniques.

“With a wide range of colours plus foil embossing for Glenmorangie’s new sculpted bottles across all the brand’s whiskies, the self adhesive labelling for three new extra-matured expressions, as well as the flagship 10-year-old and the 18- and 25-year-olds, was the most complex labelling and packaging operation that both Glenmorangie and Simpson Label had ever undertaken,” said Simpson Label Company Maureen Calder.

The repositioning included a new brand emblem, the Glenmorangie ‘Signet’, inspired by the Cadboll Stone.

The company has replaced the wood finish range with the Extra Matured Range, The Lasanta, The Quinta Ruban and The Nectar D’Or, which have been matured for an extra period in specially selected casks that previously held Sherry, Port and Sauternes wine. The new bottle, label and packaging design style was also extended to include Glenmorangie Original (10 Years Old), Glenmorangie 18 Years Old and Glenmorangie Quarter Century.