O-I’s Alloa plant in Scotland has re-packaged Cutty Sark scotch whisky following seven years in its previous packaging.
With consumer trends changing markedly since the last re-packaging in 1998, brand owner Berry Brothers and Rudd sought a new pack design to enhance brand values and the product’s appeal. O-I says the re-design “seeks to emphasise authenticity, luxury and masculinity without sacrificing shelf presence”.
The bottle has retained its “genuine brand essence”, but has a revised taller, leaner shape, with raised shoulders and associated new embossings, providing “|a strong, elegant presentation”. The “Berry Brothers & Rudd” signature adds a personalised feel, while the addition of the date, “Since 1698”, reinforces the tradition and history of the owners.
The top label features a clipper icon, while the lower black label presents company information. Gold foiling heightens the luxury feel.