Laphroaig Refreshes Packaging

Laphroaig® Single Malt Scotch Whisky, distributed by Maxxium UK, proudly reveals a global packaging refresh to its award-winning whisky 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, “Laphroaig continues to be the world’s No.1 Islay malt whisky. 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.”

Laphroaig Repacking

Inspired by feedback from its Friends of Laphroaig community, the packaging features a new label with iconic colors and a typeset that creates a warmer shelf appeal complemented by imagery reflective of the more than 200-year-old distillery. An image of the Laphroaig distillery nestled quietly along the Islay bay remains the focal point of the traditional tube packaging. The subtle redesign follows a successful 2012 performance with continued growth for the brand.

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.” The new packaging is scheduled to roll out in key Laphroaig markets, including the United States, United Kingdom, Germany, Sweden, Australia and Japan.


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