Whisky Focus - Glengoyne Launches New Look Along With Two New Expressions

Glengoyne Launches New Look And Two New Expressions


9th September 2020
Glengoyne unveils new look 100% recyclable packaging.

Glengoyne unveiled a new look for its entire whisky range today and the packaging overhaul also sees Glengoyne move to 100% recyclable free of plastic and magnets, and locally sourced, with nearly all of the material originating from Scotland.

The new look packaging which will begin to be rolled out this month features an updated illustration of its the Highland distillery's namesake goose. As well as the core range Glengoyne Collection new special releases will also be presented in the new look packaging, such as Glengoyne Legacy Series: Chapter Two and Glengoyne Cask Strength Batch No. 008, which both launch globally this month. Older expressions will be unveiled later this year.

Katy Muggeridge, Senior Brand Manager for Glengoyne, said: "Glengoyne has always chosen to take its time to do things the right way - for every minute other whiskies spend in their stills, ours spends three, all in the name of outstanding fruity flavour. This is the Glengoyne way and it’s why the same appreciation of time has gone into this rebrand. As one of Scotland’s greenest distilleries, it was extremely important to us that our commitment to sustainability was reflected in the new packaging, as well as giving us a platform to better connect our customers to the unique processes and people behind our award-winning whisky."

To celebrate this new chapter in the distillery’s story, Glengoyne has worked with renowned conceptual artist and experimental philosopher, Jonathon Keats, on a one-of-kind literary art project set to challenge the way consumers themselves engage with time.

Jonathon’s ground-breaking art pieces, which feature poems from some of the most celebrated young poets around the world including Cat Hepburn and Jeda Pearl (Scotland), Courtney Peppernell (Australia), Alison Malee (America) and Martin Reints (Holland). won’t be immediately available for people to view.

Instead, going against the grain of today’s instant culture, each poem will appear in its own time – unhurried – thanks to an innovative and one-of-a-kind printing technique, which fades away as it is exposed to ultraviolet light.

Jonathon said: "As the pace of modern life accelerates, we're becoming increasingly detached from planet Earth and one another. Initiatives that take place over a long time, based on gradual change, have the potential to reconnect us with nature and our own humanity. This project is an attempt to recalibrate society by providing a new platform for slow culture."

Creating a greater appreciation of time and craft, each of the poems will hang in the Glengoyne distillery for consumers to visit, with a first layer of ink slowly fading away, in time, to reveal the poems underneath. A version of each poem will also be exhibited in the home countries of the poets from October, including at renowned whisky bars, The Brandy Library (New York), The Ubiquitous Chip (Glasgow) and J.D. Williams (Amsterdam) - creating a truly one-of-a-kind global exhibition.

"As everything becomes instantaneous, delivered next day, our appreciation of craft and time is diminishing." Adds Katy Muggeridge. "Glengoyne distillery has always valued the role time can play and its importance to our whisky making. That’s why for this special rebrand, we wanted to bring this idea of unhurried into a different world. These special pieces of literary art will appear when they are ready, likely anytime over the next two to fifty years depending on their exposure to UV light, encouraging a different interaction with the work and a greater appreciation of its craft."

Also launching with the rebrand, Chapter Two in the Legacy Series heroes the story of Glengoyne’s owners, the Russell Family, and their own relationship to time and tradition when experimenting with different maturation styles. The global release is the result of maturation in two distinct types of casks – first-fill bourbon casks and refill sherry casks.

Locations in the global exhibition, which will be free for the public to view, include:

  1. Amsterdam: JD Williams WhiskyBar
     
  2. Glasgow: Ubiquitous Chip
     
  3. New York: The Brandy Library
     
  4. Florida: Corona Cigar Company
     
  5. London: City Social
     
  6. Melbourne: Being confirmed

As Scotland’s slowest distilled malt, unhurried since 1833, the new packaging features subtle design cues inspired by the distillery’s unique connection to time, which helps create its sweet, fruity spirit.

You will find the Glengoyne whisky range available from specialist online whisky retailers such as The Whisky Exchange, The Whisky Shop, Master of Malt and you can often find Glengoyne single malt on offer in Amazon
 

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