The rebrand of Whisky distillery The Glenturret, acquired by Lalique Group in 2018, highlights the heritage of Scotland’s oldest working distillery, founded in 1763. Paris-based brand and packaging design agency Appartement 103 is behind the revamp, which includes a new liquid, bottle and label design.
“This was a significant project across six expressions: new brand packaging, from glass through to shipping case and every component in between,’ says Matthew Turner, Global Brand Manager at The Glenturret, adding that the packaging was conceived to embody tradition and luxury, while standing out in what is a demanding category.
“You only get one chance at a first impression,” Turner tells Luxe Packaging Insight. “Because the distillery is the oldest in Scotland, it added a complexity to our launch plans as we needed to create a brand vision that was relevant to today whilst respecting our history and heritage.”
The redesign spans six products: the core range comprised of Triple Wood, 10 Years Old Peat Smoked, 12 Years Old and 15 Years Old, and a more premium range comprised of two variants: 25 Years Old and 30 Years Old. The Glenturret opted for bespoke glass bottles (Saverglass) said to “break with convention” in the world of single malts, with their rectangular profile, broad shoulders and fine grooves on the sides.
“Natural paper texture” labels (Label Apeel) feature embossing and black hot foiled detailing including logos, bottle number, brand signature or crests depending on the bottle.
The bottles are topped with a bespoke cap made of oak – the cap for the premium range also sports a golden metal engraved ring and a coin incrusted in the top.
“The idea is to create a premiumisation across the range, adding more premium elements as the range goes up,” the design agency explains.
Triple Wood, 10 Years Old Peat Smoked, 12 Years Old and 15 Years Old are housed in a monomaterial paperboard coffret in a vibrant azure hue with a gold hot foil crest, black foil branding and embossed/debossed detailing. The 25 Years Old and 30 Years Old, meanwhile, come in a wooden coffret with gold accents; an engraved gold coin incrusted on the facing, and foiled branding elements.
Key launch markets for The Glenturret included the UK, France, Germany, Netherlands, Switzerland and New Zealand, and it plans to expand distribution into Asia and across the US.
The Lalique Group acquired The Glenturret at the end of 2018 together with Swiss American businessman Hansjoerg Wys. The acquisition marked Lalique Group’s entry into the spirits segment.
In early December, the brand also launched a limited-edition, 33-year-old single malt housed in a Lalique crystal decanter limited to 320 pieces. See the upcoming issue of our sister publication Formes de Luxe magazine for more details on the launch.