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Edrington’s The Black Grouse Scotch Whisky bottle has been packaged in an unusual and innovative carton to ensure shelf standout and to ensure brand values were reflected.

The whisky has been available across the Nordic and Baltic regions as well as in Germany, the Netherlands, South Africa and, since March this year, in Russia. June saw the launch of the product in the UK.

Edrington chose Chesapeake Packaging to design the premium look environmentally friendly packaging. The latest European report ‘The effect of packaging on brand recognition’, commissioned by Pro Carton (Association of European cartonboard and carton manufacturers) has found that cartons offer a distinct advantage in getting products recognised on the supermarket shelf and increase the likelihood of being purchased.

A further study shows there is evidence that packaging attractiveness has a significant impact on human brain activity and that it has a major impact on purchasing decisions. The study found that attractive packaging stimulates specific brain areas often associated with processing positive emotions like happiness and motivation. Stimulating packaging design not only plays a decisive role at the point of purchase but could also be crucial to customer loyalty and future market success.

Environmental considerations are also important to consumers. Edrington specified in their packaging brief that the carton must be made from FSC accredited board, meaning that it was derived from sustainable woodland. Edrington wanted to ensure that the whole product, including its packaging, took environmental issues in to account. They are supporting the RSPB by donating 50p per bottle sold to conservation work in the UK – supporting conservation of the black grouse.