News / New Look Benromach unveiled

04/04/2014 New Look Benromach unveiled

Benromach Benromach Distillery Company Ltd has unveiled a new look for its flagship Benromach 10 Years Old Speyside Single Malt Scotch Whisky as the brand continues its strong growth in the domestic and overseas markets.

The new packaging reflects the handcrafted credentials of the single malt whisky which is made in the traditional, time honoured way by just three experienced distillers at the Benromach Distillery on Speyside.

Michael Urquhart Managing Director of Gordon & MacPhail, owners of Benromach Distillery Co. Ltd, explained the thinking behind the change: “We wanted our new packaging to reflect the way we make our whisky. Our 10yo has a classic pre-1960s character which arises from the sum of all its parts used to create it. Every cask is hand-filled, hand weighed and hand- stamped before maturing in our traditional dunnage warehouses.

“The new packaging reflects that approach with its hand-cut lettering and its classic heritage colours. Yet at the same time the packaging provides a contemporary, sophisticated, luxury feel that looks to the future of a malt whisky that is very much a growing brand.”
The Benromach stills provided the inspiration for much of the change. The elegant new bottle shape includes a neck and shoulder designed to resemble the shape of the Benromach stills. The foil packaging has been created using an image of the surface of the stills themselves.

The embossed lettering and cut foil on the label create a soft and tactile feel. An innovative lid which doubles as a bottle plinth and leaflet holder provide an unique option for display, and the embossed lettering and cut have enhanced its shelf presence. The new packaging is launched to the trade at the start of April.

The launch will be supported by a full marketing campaign incorporating a new website featuring a series of beautifully crafted films outlining the Benromach story.

Benromach sales have grown dramatically since the reopening. Sales increased by 29% last year and there is ongoing growth this year of 27%. The company now exports Benromach to 42 countries across the world. In 2013 the company announced an expansion to meet growing demand, including the recruitment of a third distiller and the building of more warehouses.

Benromach 10 Years Old was recently named “Best Speyside Single Malt – 12 Years and Under” at the World Whisky Awards 2014.