One of the leading UK packaging design consultancies, Turner Duckworth, has designed the new sophisticated packaging for the core range of The Glenlivet, Pernod Ricard’s premium single malt Scotch whisky.

The new packaging to be implemented over the next few months across, comprising The Glenlivet 12 Year Old, 15 Year Old French Oak Reserve, 18 Year Old and Nàdurra. It will remain recognisably The Glenlivet, yet offer a more contemporary, elegant look.

Available in all markets including duty free, the new bottles are enhanced with higher shoulders, a shorter neck and an enlarged base giving them a stronger presence, while the embossed stamp of the whisky’s founding family ‘George & J. G. Smith’, continues to portray the legacy and heritage of The Glenlivet. As a strong point of reference for consumers, the cartouche, which indicates the brands history dating back to 1824, has been given a more prominent position on a raised platform.

Neil Macdonald, brand director for Malts at Chivas Brothers, comments: “The Glenlivet is recognised by whisky aficionados around the world as an exquisite, premium whisky, and our new elegant packaging will confidently reflect this quality with its striking new shape and luxury cues.

“The stylish bottles and gift cartons will offer increased on-shelf stand-out for the on and off trade and will support our ambition to see The Glenlivet become the No 1 selling single malt whisky in the world.”

Since 2005, The Glenlivet has been the biggest contributor to the global single malt category and is only the second single malt to achieve sales of over 600,000 9l cases. In 2010 The Glenlivet completed its £10 million distillery expansion increasing production capacity by 75% to meet global demand.

The new luxurious look for The Glenlivet, designed by Turner Duckworth