Whisky relaunched for new modern marketDrink is becoming more popular worldwide
17 August 2007
One of Scotland's best known whisky brands is being relaunched in an ultra-modern, curvy bottle, it was announced today.
Single malt Glenmorangie, distilled in the Highland town of Tain, is doing away with its old bottles and adopting a more contemporary image.
The company hopes this move away from its traditional look will help it cash in on the increasing popularity for Scotch whisky around the world.
The new sculpted bottles are being introduced across the company's whole range of whisky, and will be on sale from September 2007.
A new bottling plant has been up and running in Broxburn, near Edinburgh, since June this year, and the company's total workforce is now over 400.
Other changes include new packaging and a new emblem, called the 'Signet', which is inspired by ancient artwork on a Pictish stone.
Paul Neep, Glenmorangie chief executive, said: 'We believe the stylish, contemporary look will appeal to a much wider audience at a time when more and more people are opening their eyes to the world of malt whisky.'
The firm is the latest to invest more in the industry.
At the end of July, drinks giant Bacardi announced plans to invest £120 million to expand the production of its Dewar's Scotch whisky.
And in February, Diageo, makers of the Johnnie Walker whisky brand, revealed they were to build a new £100 million distillery.
There has been increasing demand for whisky worldwide, especially in countries with a growing middle class, such as China, Brazil, Russia and India.
Whisky export revenues rose 4 per cent to £2.5 billion last year, figures from the Scotch Whisky Association showed.
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