Glengoyne launched a new range of single malt Scotch whiskies at the TFWA World Exhibition in Cannes last month. Created in partnership with leading UK design consultancy Good Creative, the new range took over 18 months to develop.
Drawing on Glengoyne’s meticulous approach – the Dumgoyne-based distillery is said to run its stills slower than any other distillery in Scotland – the brief was to reinforce its position in the crafted luxury category.
Almost 10 years since Ian Macleod Distillers acquired the brand, Glengoyne has increased sales volumes by +250%. This is against a backdrop of increasing global sales of Scotch whisky, and a trend towards premium brands in the sector.
First of all, Good Creative created a new strapline – “˜Worth the wait’ – reinforcing the link between craft and taste. They also redesigned every bottle label and every carton in the core range, right down to redrawing the brand crest by hand. This alone took months of refinement, the company said, before the two geese were finally ready to adorn the packaging (Glengoyne means “˜Glen of the Wild Geese’ in the original Gaelic.)
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Glengoyne’s new strapline, “˜Worth the wait’, was prominently featured on the Ian Macleod Distillers stand at the TFWA World Exhibition in Cannes last month |
The revitalised brand rests on three values, each tapping into a fact about the whisky. The first, “˜caring nature’, draws on craft elements such as barley dried by air, and oak which waits six years before it is ready to make its home in Glengoyne’s warehouses.
Glengoyne’s second value is “˜enduring spirit’; skills are passed down from seasoned hand to new apprentice. Robbie Hughes, Glengoyne’s current distillery manager, aims to create a whisky that would be recognisable to George Connell, the first man to hold the job.
The third value, “˜Pioneering independence’, underlines Glengoyne’s history of setting trends, independent ownership and strength in convictions.
The new packaging – presented in our unique Moodie Magnifier below – features crisp contrasts, bold type and an emphasis on letting the whisky speak its own truth. It is all part of a set of principles and traditions, which is “˜The Glengoyne Way’.
Glengoyne Travel Retail Director Andy Lane commented: “By repackaging Glengoyne, we’re underlining our pioneering approach in this important market – we’re always looking for ways to improve our offering. [The TFWA show] is our opportunity to talk to key buyers about our obsession with quality, and how we’re reinforcing our position in the premium sector.
“We now have an award-winning range that includes the travel retail exclusives, Burnfoot and 15yo Distiller’s Gold along with 10yo, Cask strength and 21yo. The iconic 17yo is also upgraded to a world-class 18yo, containing spirit from the finest casks in our warehouses.
“At a time when the industry is squeezing every last litre out of their distilleries, we hold true to our craft. Only by distilling slower than anyone else in Scotland can we genuinely claim that Glengoyne is worth the wait.”
The Glengoyne range launch will be backed by a new website, brand guidelines and a new advertising campaign.
