Loch Lomond Whiskies has unveiled a complete brand refresh which includes redesigned packaging across its domestic and Global Travel Retail single malt Scotch whisky ranges.
The investment comes after strong business growth over the past five years which has seen Loch Lomond Whiskies become one of the top five fastest growing single malt brands in the world, listed in over 125 markets.
The new look packaging introduces a more contemporary aesthetic alongside simple flavour descriptors allowing consumers to easily navigate their way through the portfolio.
The restructured portfolio brings the Inchmurrin 12 year old and Inchmoan 12 year old under the Loch Lomond Whiskies brand, forming the heart of the range alongside Loch Lomond 12 year old.
These three expressions demonstrate the capability of Loch Lomond’s innovative distillation and long fermentation, which can deliver a range of flavour profiles, from the light and fruity Inchmurrin to the heavily peated Inchmoan, with Loch Lomond 12 year old in between. Loch Lomond Original, Loch Lomond Classic, Loch Lomond 10 year old and Loch Lomond 18 year old complete the domestic portfolio.
A further three aged Loch Lomond single malts are due for release later in 2020, building the appeal of the range.
John Grieveson, Chief Marketing Officer, commented: “We recognise that in a growing and increasingly fragmented market the continued success of the Loch Lomond Whiskies portfolio depends on our ability to clearly communicate what makes our whiskies so unique. The breadth of flavour characteristics available across the range is unrivalled across the industry. Our investment in this brand refresh allows us to better communicate this range of flavour profiles to consumers, as well as improving stand out of the Loch Lomond Whiskies brand, and celebrating our much-loved location close to the banks of Loch Lomond.”
The new look packaging retains the familiar stag icon and features a more prominent Loch Lomond brand name and age statement to increase visibility on shelf. The outline of the famous Loch Lomond has been incorporated into the background of each gift box, celebrating the distillery’s enviable location. A simple flavour descriptor also features on both the gift box and bottle.
The design will also be rolled out across the Loch Lomond Whiskies Global Travel Retail range, better aligning the two collections, and improving brand recognition.
In 2018, Loch Lomond Whiskies entered a prestigious, five-year partnership with The Open, golf’s original championship. The partnership with The R&A includes support of the AIG Women’s British Open and showcases the full range of Loch Lomond Whiskies on a global scale. In February 2020, Loch Lomond Whiskies concluded a new agreement with the Professional Golfers’ Association (The PGA) to become a ‘PGA Partner’ and the title sponsor of the Scottish PGA Championship. More recently Loch Lomond Whiskies, have confirmed their commitment to golf as new sponsor of the European Tour’s newly launched ‘UK Swing’ in July and August.
Founded in 1814, the Loch Lomond distillery can trace its roots back to the Littlemill distillery, which was established in 1772 and is the oldest licensed distillery in the world. Its current malt and grain distilleries, in Alexandria, Dunbartonshire, close to the banks of Loch Lomond, were commissioned in 1964 with first distillation in 1966.
When it opened, Loch Lomond distillery’s ground-breaking straight necked stills were a revelation, enabling production of a lighter, fruitier spirit and greater control over the whisky’s character. Under the later ownership of the Bulloch family further distilling innovation took place with the aim of being self-sufficient. It is among only four distilleries in the Scotch whisky industry to maintain an onsite cooperage which makes and maintains 20,000 casks annually.
-Loch Lomond Original (70cl)
-Loch Lomond Classic (70cl) - (not pictured)
-Loch Lomond 10 year old (70cl)
-Loch Lomond 12 year old (70cl)
-Loch Lomond 12 year old Inchmurrin(70cl)
-Loch Lomond 12 year old Inchmoan(70cl)
-Loch Lomond 18 year old (70cl)
GLOBAL TRAVEL RETAIL PORTFOLIO:
-Loch Lomond Original (1 litre)
-Loch Lomond 12 year old (1 litre)
-Loch Lomond 14 year old (1 litre)
-Loch Lomond 18 year old (1 litre)
-Loch Lomond Madeira finish (1 litre)