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The rebranding of whiskies is not just a trend that emerged during the global lockdown in 2020 but also a strategy that more and more brands are adopting to distinguish themselves in the competitive whisky market.
As we have begun 2024, some brands have already made waves by launching new labels and introducing new expressions and innovative packaging solutions for their whiskies. Here are the latest ones.
Macallan
The Macallan introduced a new logo in 2024 to mark the distillery's bicentennial, which debuted in 2023 for its travel retail-exclusive Colour Collection.
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Longmorn
In February 2024, following the end of dry January, Chivas Brothers announced the re-invention of its Longmorn whisky range in celebration of the distillery's 130th anniversary. The range is dedicated to whiskies aged no less than 18 years. The distillery introduced two expressions to launch the premium limited single malt range, replacing its previous bottlings, including Distiller's Choice's non-age statement.
Longmorn's latest line is bottled at cask strength and comes in a tall, streamlined bottle previously used for 'The Secret Speyside Collection', also showcasing Longmorn whiskies. The new releases feature an art deco-inspired label designed to appeal to its high-end consumer base.
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Bruichladdich
After Bruichladdich was awarded a B-Corp status in May 2020, the distillery introduced a lighter glass bottle made of an average of 60% recycled glass for its Classic in 2023. In February 2024, Bruichladdich launched innovative packaging for its two new high-end expressions. The bottles of The Re/Define 18 and 30-year-old, the oldest age-statement whiskies from the distillery, are presented with a fully recyclable wrap-around bottle jacket made of 100% recycled paper pulp from James Cropper. This is an industry first and continues the distillery's commitment to finding innovative ways to package and present its range of whiskies.
Images by Bruichladdich / Packaging Europe
Wemyss Whiskies
Wemyss Malts, founded in 2005, has announced that starting in 2024, it will decrease the packaging of its whiskies to reduce its carbon footprint. The brand underwent a long-due rebranding in 2020, introducing a new bottle shape and a bold colour scheme. The boxes, although attractive, became almost unnecessary.
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Tullamore D.E.W.
In February 2024, after four years of work, the rebranding of Irish Tullamore D.E.W. whiskey was announced. This included a new and improved bottle design with raised glass etchings and curves, making it easier to hold. Additionally, the traditional Irish Wolfhound was brought back to the branding, and tweaks were made to the logo. While the product remains unchanged, the simplified design gives the brand a more modern look.
Image by The Whisky Ardvark
The GlenAllachie
On February 20th, 2024, The GlenAllachie distillery, led by Billy Walker, unveiled its new label designs with a catchphrase, 'Same Whisky. New Era'. The new labels follow the same colour designations introduced in 2018 for their expressions. However, the new branding unites the unpeated range with the heavily peated expression bottlings, Meikle Toir, launched in late 2023. The brand rejuvenation includes a new logo, tinted brown glass, and a more subtle, straightforward design that extends to the box the whisky is presented with.
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