Ian Macleod Distillers revealed the updated brand packaging for Edinburgh Gin Dry and Flavoured ranges at the TFWA World Exhibition & Conference in Cannes. The fresh design will be available in global travel retail from the end of January 2024.
The updated packaging design supports the brand’s Filled with Wonder positioning and reflects the individual character of its premium gins.
The new label features a new logo, which replaces the previous EG logo.
According to the brand owner, the newly-designed packaging is designed to enhance standout on-shelf and makes it more distinguishable from other portfolio segments.
The latest packaging designs strengthen the brand’s Filled with Wonder narrative, with hand-drawn illustrations which bring to life the gin flavours and botanicals – underlining the brand owner’s commitment to natural flavours.
Other notable changes to the new label include a cobbled pattern to represent the famed streets of Edinburgh. The Edinburgh Gin Liqueur designs now feature a foiled coloured border and unique capsule for each flavour.
The new bespoke bottle also includes an embossed brand marque.
The enhanced packaging also highlights the brand’s dedication to promoting sustainable practices. It has introduced 49% recycled glass content for all formats, with plans to increase this as glassmaking technology allows.
In addition, the brand uses recyclable aluminium capsules, fully recyclable FSC-certified paper labels and recycled materials. All secondary packaging has been removed across the core range. The labels now include a market-specific QR code which links to further recycling information.
All aspects of the new designs are supported by consumer feedback, with a significant increase in appeal and likelihood to buy, the brand owner noted. 
Ian Macleod Distillers Global Travel Retail Director William Ovens said: “We were thrilled to introduce this stylish new packaging to customers at Cannes – the first full brand re-pack since Ian Macleod Distillers acquired Edinburgh Gin in 2016.
“The new labels reflect our vision of expertly distilled premium gins and the packaging takes drinkers on a tale of wonder. The redesign also creates clarity across the portfolio and supports our environmental impact goals – we are on a journey to achieve net zero.
“Our new design received very positive feedback from trade visitors at TFWA Cannes, who also loved our new full-strength flavour, Strawberry & Pink Peppercorn, which will be available throughout travel retail from December.
“Global travel retail is Edinburgh Gin’s second biggest market and we look forward to introducing the new packaging to consumers in travel retail stores throughout the world when we launch early in 2024.” ✈
