Laphroaig
Single Malt Scotch Whisky Refreshes
Packaging

Laphroaig has revealed a global
packaging refresh to its whisky
portfolio. The whisky’s new packaging,
which is rolling out globally from this
month, reflects the quality of the
liquid inside and the rich history of
the brand while making it easier for
whisky enthusiasts to navigate the
portfolio and identify their preferred
flavour profile.
Michael Cockram, senior global marketing
director, Beam Inc., says, "Laphroaig
continues to be the world’s No.1 Islay
malt whisky. Our decision to refresh the
brand’s packaging has been taken with a
great deal of care, given that the
brand’s distinctive look has been so
successful for many years. We believe
the new look creates a modern evolution
for the brand, reinvigorating the
original design while educating
consumers on the brand’s unique taste
experience."
Inspired by feedback from the Friends of
Laphroaig community, the packaging
features a new label with iconic colours
and a typeset that creates a warmer
shelf appeal complemented by imagery
reflective of the more than 200-year-old
distillery. An image of the Laphroaig
distillery nestled quietly along the
Islay bay remains the focal point of the
traditional tube packaging. The subtle
redesign follows a successful 2012
performance with continued growth for
the brand.
Cockram adds: "After listening to
consumer feedback, we believe this
redesign will bring greater visibility
and appeal, providing a more defined
brand personality that resonates with
our fans."
The new packaging is scheduled to roll
out in key Laphroaig markets, including
the United States, United Kingdom,
Germany, Sweden, Australia and Japan.
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