Glenmorangie launches new bottle, label and carton design


Glenmorangie Highland single malt whisky had unveiled its new packaging with a brand campaign, shot by renowned photographer Miles Aldridge, which will be rolled out worldwide from August 2022 and in the UK from mid-August onwards.

The new look, which covers its core single malts, The Original, The Lasanta and The Quinta Ruban, transforms all parts of Glenmorangie’s packaging from bottle, label and carton, and combines elegance, luxurious materials, and a sense of fun.

The new bottle features wider shoulders, a tapered neck, and stopper, and a swirled detail inspired by Glenmorangie’s Signet icon on the base.

The Carton and labels, with their vivid colours reflecting the flavours of each whisky, are designed to stand out on shelves.

Glenmorangie’s Signet icon has been given more prominence and simplified to draw consumers’ attention and the wordmark split across four lines in a playful design, which will increase visual impact in stores.

A new tone of voice brings the whiskies’ flavours to the fore, the brand’s symbol, the giraffe, is showcased on the back of the carton.

Louise Dennett, Glenmorangie Global Head of Brand, said, “Our whisky is truly delicious and our reimagined packaging brings its flavours to the fore. We see this as an opportunity to welcome new drinkers with a playful elegance which reflects our creativity in whisky making; and to ensure our single malt stands out by using bold colours and enhanced branding.”

Thomas Moradpour, President and CEO of The Glenmorangie Company, said, “We believe our whisky is for everyone. And we’re on a mission to share its wondrous tastes and aromas in every way we can. From this vibrant new packaging to our colourful brand campaign, we are inviting more people to discover the joy of Glenmorangie, whether or not they’ve tried single malt before.”