The Dalmore Introduces New Packaging

The Dalmore is introducing new packaging across its core range designed to reinforce its luxury credentials and give the bottle and packaging greater prominence “on shelf”.

Each and every bottle of The Dalmore will now feature a solid silver stag, which proudly represents the distillery’s iconic heritage and links with the notable Mackenzie clan, who were awarded the use of the 12-point royal stag emblem upon saving the life of King Alexander III in 1263.

Clean and contemporary lines, labels and communication feature heavily in the new range which increases clarity and brand stand out, meaning consumers can easily identify with the brand, the expression and its maturation statement.

The cartons will have a textured dimension to add a sensory experience to purchase and the King Alexander III expression will be in a front reveal style carton which can be opened up to display the bottle on shelf. The colour palate used across the new designs are deep heritage inspired colours chosen to reflect the rich history of the brand and also the colours in the famous painting ‘Fury of a Stag*’ which depicts the event in which the Mackenzie clan saved the King.

The new pack design will be applied across the core Dalmore range – 12, 15, 18, Cigar Malt Reserve and King Alexander III – and will demonstrate a clear progression of a luxurious look and feel between the core range and the prestigious rare Dalmore range, which includes gems such as Trinitas, Aurora and Candela.

Packaging will be rolled out across markets from May 2012.

* The ‘Fury of a Stag’ painting by Benjamin West which depicts Colin Mackenzie (Fitzgerald) saving the King’s life can be viewed in the National Gallery of Scotland, Edinburgh.

Chris Watt, The Dalmore Head of Brand:

“Our distillery has been producing exceptional single malts since 1839 and we have some of the rarest aged whisky stocks in the world. Our malts exude quality, craftsmanship and liquid excellence and we feel that the new packaging introduction brings our image proudly in line with that.”

About The Dalmore

The Dalmore is home to some of the rarest and most exclusive whiskies in the world, including The Dalmore Trinitas which was the first whisky to break the £100,000 barrier. Situated on the banks of the Cromartie Firth, Scotland, the distillery has been producing exceptional single malts since 1839.

The legend that surrounds The Dalmore harks back to 1263 when a member of the Mackenzie clan saved King Alexander III from being gored by a charging stag. The grateful King granted the Mackenzie clan the right to bear the 12-point royal stag in their coat of arms. The Mackenzie clan was long owned by The Mackenzie family which is why every bottle of The Dalmore is adorned with the proud stag emblem, reinforcing its royal pedigree.

www.thedalmore.com