New Look Benromach unveiled

Benromach Distillery Company Ltd has unveiled a new look for its flagship Benromach 10 Years Old Speyside Single Malt Scotch Whisky as the brand continues its strong growth in the domestic and overseas markets.

The new packaging reflects the handcrafted credentials of the single malt whisky which is made in the traditional, time honoured way by just three experienced distillers at the Benromach Distillery on Speyside.

Michael Urquhart Managing Director of Gordon & MacPhail, owners of Benromach Distillery Co. Ltd, explained the thinking behind the change: “We wanted our new packaging to reflect the way we make our whisky. Our 10yo has a classic pre-1960s character which arises from the sum of all its parts used to create it. Every cask is hand-filled, hand weighed and hand-stamped before maturing in our traditional dunnage warehouses.

“The new packaging reflects that approach with its hand-cut lettering and its classic heritage colours. Yet at the same time the packaging provides a contemporary, sophisticated, luxury feel that looks to the future of a malt whisky that is very much a growing brand.”

The Benromach stills provided the inspiration for much of the change. The elegant new bottle shape includes a neck and shoulder designed to resemble the shape of the Benromach stills. The foil packaging has been created using an image of the surface of the stills themselves.

The embossed lettering and cut foil on the label create a soft and tactile feel. An innovative lid which doubles as a bottle plinth and leaflet holder provide an unique option for display, and the embossed lettering and cut have enhanced its shelf presence.

The new packaging is launched to the trade at the start of April.

The launch will be supported by a full marketing campaign incorporating a new website featuring a series of beautifully crafted films outlining the Benromach story.

Benromach sales have grown dramatically since the reopening. Sales increased by 29% last year and there is ongoing growth this year of 27%. The company now exports Benromach to 42 countries across the world. In 2013 the company announced an expansion to meet growing demand, including the recruitment of a third distiller and the building of more warehouses.

Benromach 10 Years Old was recently named “Best Speyside Single Malt – 12 Years and Under” at the World Whisky Awards 2014.

Notes

Leading malt whisky specialists Gordon & MacPhail is the owner of Benromach Distillery. Established in 1898 it changed hands many times and was virtually derelict when the family-owned company bought it in 1993. Following a painstaking restoration and re-equipment, the distillery was re-opened by HRH Prince Charles in 1998.

In reopening Benromach Distillery, Gordon & MacPhail decided to create a classic Speyside single malt – a style that draws its influence from Speyside whiskies pre-1960s.

Benromach Distillery is located on the outskirts of the ancient market town of Forres. A four star visitor centre is open to the public throughout the year for tours and tastings. Benromach Distillery is a member of the world famous malt whisky trail.

Benromach 10 Years Old

Benromach 10 Years Old is created from the finest Scottish barley and pure spring water from the nearby Romach Hills. After being matured for at least 10 years, it emerges golden in colour and displays rich fruit, sweet chocolate and delicate spicy aromas. With a rich sherry influence, the mouth-watering palate coats the senses with exotic fruit flavours, toasted malt and a delicate hint of smoke.

The new look for Benromach has been created and designed by Edinburgh based branding agency, Stuff Creative.