Whisky Focus - New Look For Old Pulteney

Old Pulteney whisky launches new look packaging across range.

As I already mentioned here last month, Old Pulteney Single Malt Scotch Whisky has revealed a re-fresh of the design of its full range, at the end of a year that has seen the ‘maritime malt’ awarded some of the whisky industry’s highest accolades.

The re-design is the first significant update of the brand’s identity for several years, and follows Old Pulteney 21 Year Old winning four of Jim Murray’s 2012 Whisky Bible Awards, including ‘World Whisky of the Year’.

It also marks an impressive year of sales for Old Pulteney, which has enjoyed 62 per cent growth in the UK as well as significant expansion in key markets across the globe.

The re-design includes a striking new look for the bottle and pack of the 12, 17 and 21 Year Old expressions in both the domestic and travel retail sectors. Changes include:

• A new logo which features the year the whisky was established – 1826 – and the rugged coastal Wick location where Old Pulteney is distilled in the very north of Scotland’s mainland
   
• Greater use of foil on the packaging and bolder lettering
   
• A re-drawing of the traditional herring drifter that’s based at Wick, and has become a symbol of the brand

Senior Brand Manager for Old Pulteney Single Malt Scotch Whisky, Margaret Mary Clarke commented: "Our decision to refresh Old Pulteney'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 enhancing the history and maritime identity that are so important to Old Pulteney. After listening to consumer feedback, we believe this redesign will bring greater visibility and appeal, providing a contemporary edge that continues to communicate our whisky’s quality and rich heritage.

"The launch of this new packaging couldn’t come at a better time, following Old Pulteney 21 Year Olds recent industry awards, which are amongst the most prestigious a whisky can receive in terms of global recognition."

The new look Old Pulteney is now available in stores.
 

• UK Shops
   
• USA Shops
   
• European Shops
  

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