The Glenlivet is delivering a refreshed vision for the Scotch whisky category through the most groundbreaking bottle redesign in the brand’s history. The longstanding green glass bottle has been replaced with a clear bottle, accentuating the golden hues of the whisky and modern redesigned logos.
Also, to celebrate the heritage of The Glenlivet, which means ‘smooth-flowing one’, a smooth-flowing curve has been introduced to the label to unify the collection. A new look with the same smooth taste, The Glenlivet 12-Year-Old and The Glenlivet Founder’s Reserve expressions are the first to undergo the modern transformation, followed by the rest of the core range.
In support of the brand’s bold redesign, The Glenlivet has collaborated with renowned fashion and fine art photographers, Inez & Vinoodh. They will produce a disruptive, visual approach that highlights the portfolio’s new modernized packaging and help bring a fresh perspective to the category. The Inez & Vinoodh creative will come to life through brand communications this spring.
“For too long the perception has been that scotch is for men and only a gift for Father’s Day, but who says women don’t love scotch and want whisky this Mother’s Day?,” said La La Anthony, the actress. “We’re fortunate to be in a society where we can push change and celebrate powerful opinions and people. Working alongside The Glenlivet to be part of this movement is an empowering feeling and I’m proud to toast to all moms in the world driving change.”
“As we inject this sense of modernity into a traditional category, we’re asking ourselves ‘why aren’t we talking about Mother’s Day?’ and thrilled to be inviting bold thinkers like La La Anthony to be part of these new perspectives as we push the category forward through Mother’s Day, Father’s Day and beyond,” said Sona Bajaria, VP-Marketing, The Glenlivet, Pernod Ricard USA.
The Glenlivet is presenting The Drop Shop: Mother’s Day Edition, an immersive pop-up Mother’s Day shopping experience at New Stand‘s latest location, 306 Bowery Street, New York on May 4 – 12.
The reinvented and reimagined retail destination will host a curated selection of La La’s picks that celebrate the inspirational mothers in our lives, in addition to The Glenlivet personalized labeling stations to toast to these bold women with a quality single malt.
The Drop Shop: Mother’s Day Edition presented by The Glenlivet will also allow consumers to get a sneak peek of the New Stand Bowery location before its grand opening later this month.