Attentive followers of all that is leaked through the TTB Database will have seen this bit of news coming. As reported by The Spirits Business, Highland distillery Glenmorangie has just revealed a new look for their core range. The intended goal is to better reflect the flavours of each expression.
Upon first impression, the new bottle shape of the Glenmorangie The Original, The Lasanta and The Quinta Ruban more closely mimics that of the Glenmorangie Signet. The shoulders are wider and the neck and stopper are tapered.
The Original’s orange design is inspired by the single malt’s orange, peach and honey notes, while the red boxed Lasanta is based in the rich, spicy sweetness. Finally, the explanation for the Quinta Ruban’s green colours seems farfetched. It showcases the ‘bold and velvety whisky’s forest-like depths’.
Anyway, the signature colour of each expression hasn’t changed and is the same as in the previous design. It’s mostly the bottle shape and new labels that stand out. Also important: the packaging is fully recyclable and the carton is certified by the Forest Stewardship Council (FSC).
In a statement to The Spirits Business, Global Head of Brand Louise Dennett 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, followed by saying: “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.”