Whisky Focus - New Look For Auchentoshan Three Wood & 12 Year Old

This June Auchentoshan, Scotland’s only triple distilled Single Malt Scotch whisky, will reveal a new look for its iconic core brands - Auchentoshan Three Wood and 12 Years Old. The new look for the core range bottlings takes inspiration from the new look travel retail range which was launched in 2012.

The new packaging will highlight Auchentoshan’s premium qualities as well as educate buyers about Auchentoshan’s unique triple distillation process, wood maturation and tasting notes. The front of each bottle and box clearly highlights each of the whisky's flavour profiles meaning the buyer does not have to scan the small print on the back of the box to find out what style of whisky is in the bottle. This is a great move by Auchentoshan and something I wish more whisky brands would do.

All three sides of the pack are maximised in the new design and illustrations are used to bring to life the story of the whisky. Auchentoshan’s premium quality and brand heritage is reflected in the prominence of 1823, the year of the brand’s establishment, and the traditional bronze foiling which highlights the three copper stills used in the distillation process.

The iconic and unique Auchentoshan bottle will not change its shape and will remain the same easy to handle bottle. The expression name will appear on the bottle’s label in white stylised traditional font which stands out clearly against the dark grey background of the label and provides an additional nod to the brand’s heritage.

Jennifer Meenan, Auchentoshan Brand Manager says, "We are delighted with the new pack design and feel it will provide consumers with a greater understanding of how we make our whisky, and most importantly, how it will taste. The introduction of illustrations on pack is new for Auchentoshan and we feel it brings to life the story of this wonderful triple distilled single malt whisky."

Established in 1823, Auchentoshan triple distils every drop meaning the spirit produced reaches 81.5% ABV, significantly higher than most distilleries in Scotland. The lightness of the liquid enables it to absorb every characteristic it is exposed to in the cask. It is this smooth distillate paired with the carefully selected oak casks that gives Auchentoshan an unmistakably light and fruity flavour.
 

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