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Gordon &
MacPhail unveil the name for there new
distillery in the Cairngorm National
Park.
Gordon & MacPhail today unveiled the
name for its new distillery being built
in the Cairngorms National Park. The
distillery is to be named The Cairn,
reflecting its stunning location
overlooking the Cairngorm mountains, at
the gateway to Speyside.
The family owned whisky specialists were
granted planning permission for the new
distillery last year and work started on
site in July this year.
Unveiling the new brand Ian Chapman,
Brands Director said: "We have put the
consumer right at the heart of the
process of creating the brand, as we
have with the design of the distillery
itself. We wanted to make sure it was
clearly Scottish, but easy for consumers
to pronounce and to spell. This will be
particularly important for our
international markets when English is
not the first language.
"We also had to be mindful of Benromach,
our other distillery. We wanted the new
brand to complement, not compete."
Benromach is positioned as a
traditional, hand crafted brand so the
new brand had to broadly occupy more
contemporary territory.
Working with Glasgow based branding
agency Good, the company cast its net
wide looking for ideas for a name,
asking staff and shareholders for
suggestions. More than 300 ideas were
eventually whittled down to a shortlist
which met select criteria.
As well as the name, the identity needed
to have icons and graphical elements to
make it unmistakable for non-English
speaking consumers. An icon has been
developed to symbolise the brand; the
fragmented shape representing the coming
together of many pieces to form a cairn.
The typography used for the words “The
Cairn” is ultra-modern and premium, yet
it is complemented by the use of a Serif
font for the word “Distillery” to
represent contemporary craft cues that
imply heritage and legacy.
Ian Chapman added; "The brand is
eye-catching and contemporary and the
approach to develop it put the consumer
at the centre of our thinking. It is the
same approach we have taken to designing
The Cairn Distillery itself. The modern
building takes advantage of the
outstanding views across the River Spey
to the Cairngorms and has been designed
with the customer at the centre of the
experience."
 The Cairn Distillery is scheduled to
open in spring 2022 and it will have a
production rate which will initially be
375,000 litres per year, although the
distillery will be capable of producing
2 million litres of alcohol in the
longer term, the style of whisky that
will be produced at The Cairn has not
yet been revealed The distillery will
include a visitor experience, tasting
rooms, retail space and coffee shop.
It will be a number of years until we
will get to taste The Cairn single malt
whisky but while you wait you will find
a great selection of Gordon & MacPhail
single malts available from specialist
online whisky retailers such as The Whisky Exchange
and
Master of
Malt
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