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4th April 2014 |
Benromach 10
year old gets a new look but still the
same great whisky we know.
 The
Benromach Distillery Company today
unveiled a new look for its flagship
Benromach 10 Year Old but fans of the
Speyside Single Malt Scotch Whisky
needn't worry as it is still the same
quality Benromach 10 year old single
malt whisky that we know that is still
in the bottle. Matured for 9 years in
80% bourbon casks and 20% sherry casks,
then finished for a year in sherry casks
which produces a truly outstanding
whisky which was recently named "Best
Speyside Single Malt – 12 Years and
Under" at the World Whisky Awards 2014.
The new packaging reflects the
handcrafted credentials of the single
malt whisky which is made in the
traditional, time honoured way by just
three experienced distillers at the
Benromach Distillery on Speyside.
Michael Urquhart Managing Director of
Gordon & MacPhail, owners of Benromach
Distillery Co. Ltd, explained the
thinking behind the change: "We wanted
our new packaging to reflect the way we
make our whisky. Our 10 year old has a classic
pre-1960s character which arises from
the sum of all its parts used to create
it. Every cask is hand-filled, hand
weighed and hand-stamped before maturing
in our traditional dunnage warehouses.
"The new packaging reflects that
approach with its hand-cut lettering and
its classic heritage colours. Yet at the
same time the packaging provides a
contemporary, sophisticated, luxury feel
that looks to the future of a malt
whisky that is very much a growing
brand."
The Benromach stills provided the
inspiration for much of the change. The
elegant new bottle shape includes a neck
and shoulder designed to resemble the
shape of the Benromach stills. The foil
packaging has been created using an
image of the surface of the stills
themselves.
The embossed lettering and cut foil on
the label create a soft and tactile
feel. An innovative lid which doubles as
a bottle plinth and leaflet holder
provide an unique option for display,
and the embossed lettering and cut have
enhanced its shelf presence.
The new packaging is launched to the
trade at the start of April.
The launch will be accompanied by a new
website featuring a series of
beautifully crafted films outlining the
Benromach story.
Benromach sales have grown dramatically
since the reopening in 1998. Sales increased by
29% last year and there is ongoing
growth this year of 27%. The company now
exports Benromach to 42 countries across
the world. In 2013 the company announced
an
expansion to meet growing demand,
including the recruitment of a third
distiller and the building of more
warehouses.
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