Laphroaig Single Malt Scotch Whisky, distributed by Maxxium UK, has revealed a packaging refresh across its portfolio. The whisky’s new packaging, which is rolling out globally from this month, reflects the quality of the liquid inside and the rich history of the brand while making it easier for whisky enthusiasts to navigate the portfolio and identify their preferred flavour profile.
Michael Cockram, Senior Global Marketing Director, Beam Inc., says, “Our decision to refresh the brand’s packaging has been taken with a great deal of care, given that the brand’s distinctive look has been so successful for many years. We believe the new look creates a modern evolution for the brand, reinvigorating the original design while educating consumers on the brand’s unique taste experience.”
Inspired by feedback from its Friends of Laphroaig community, the packaging features a new label with familair colors and a typeset that Maxxium is confident will create a warmer shelf appeal.
Cockram adds: “After listening to consumer feedback, we believe this redesign will bring greater visibility and appeal, providing a more defined brand personality that resonates with our fans.”
