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The Glenlivet
inspires with luxurious new packaging.
The Glenlivet, the world’s No 2 single
malt Scotch whisky, has revealed
striking new packaging to provide the
‘single malt that started it all’ with
an enhanced luxurious and sophisticated
look, in line with its position in the
super premium spirits category.
The new packaging to be implemented
across the core range, comprising The
Glenlivet 12 Year Old, 15 Year Old
French Oak Reserve, 18 Year Old and
Nàdurra, will remain recognisably The
Glenlivet, yet offer a more
contemporary, elegant look. The new
packaging will be available in all
markets including duty free, the new
bottles are enhanced with higher
shoulders, a shorter neck and an
enlarged base giving them a stronger
presence, while the embossed stamp of
the whisky’s founding family ‘George &
J. G. Smith’, continues to portray the
legacy and heritage of The Glenlivet. As
a strong point of reference for
consumers, the cartouche, which
indicates the brands history dating back
to 1824, has been given a more prominent
position on a raised platform.
The Glenlivet 12 Year Old bottle will
retain its iconic green colour,
recognised by consumers the world over,
while the 15 Year Old French Oak Reserve
will move to a clear bottle for the
first time to showcase the rich golden
colour of the whisky. Both expressions
will be presented in a new, luxury
carton with premium cues to increase
gift appeal, while additional
information highlighting the whisky’s
quality credentials will benefit both
aficionados and new drinkers.
 The
packaging upgrade has seen The Glenlivet
18 Year Old elevated to align with the
ultra-premium and prestige expressions
within the range including The Glenlivet
21 Year Old and The Glenlivet XXV.
Changes to the 18 Year Old bottle
design, including the heavier base,
signify its status as the most awarded
expression in the range and the whisky
favoured by many distillery workers. The
new bottle is housed in a significantly
upgraded permanent gift box.
In addition, The Glenlivet Nàdurra, the
non-chill filtered expression in the
range, will also be presented in a new,
bolder bottle and feature the logos and
icons seen across the range while
maintaining the individual character of
the artisanal, highly crafted whisky.
Neil Macdonald, Brand Director for Malts
at Chivas Brothers, comments: “The
Glenlivet is recognised by whisky
aficionados around the world as an
exquisite, premium whisky, and our new
elegant packaging will confidently
reflect this quality with its striking
new shape and luxury cues.
“The stylish bottles and gift cartons
will offer increased on-shelf stand-out
for the on and off trade and will
support our ambition to see The
Glenlivet become the No 1 selling malt
whisky in the world.”
Since 2005, The Glenlivet has been the
biggest contributor to the global single
malt category and is only the second
single malt to achieve sales of over
600,000 9 litre cases. In 2010 The Glenlivet
completed its £10 million distillery
expansion increasing production capacity
by 75% to meet global demand.
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