Speyburn Whisky New Packaging Design & Clan Speyburn Launch

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Speyburn Whisky New Packaging Design & Clan Speyburn Launch

Postby AmandaWhaymand » Wed Jul 18, 2012 2:40 pm

Today Speyburn Highland Single Malt Whisky has revealed a fresher, more contemporary look for its award winning core expressions - Speyburn 10 Year Old and Speyburn Bradan Orach.

This single malt whisky was born in the Highlands of Scotland more than a century ago and comes from the Speyburn distillery which is situated in the beautiful town of Rothes, right in the heart of the Speyside region. This distillery is the only one to use the crystal clear waters of the Granty Burn, and it is this soft water which contributes to Speyburn's award winning distinctive character and unique flavour.

The changes made to the packaging are significant, yet the range retains the key elements that have made Speyburn a recognisable global brand. The shape, label and sleeve are designed to boost brand exposure in retail outlets, increase the brands giftability, and above all, enhance consumer experience throughout key markets.

The Speyburn 10 Year Old design uses the deep emerald green colour of the outdoors, emphasising the theme of reconnecting, and reflecting the lush woods of Speyburn where it is distilled. The Bradan Orach design uses a deep golden colour which reflects the inspiration for the whisky, the golden salmon, which the Speyside region is famous for. Both bottles have embossed glass and wide shoulders, and are taller than competitor brands, giving them real presence on any shelf or bar. There is a very strong synergy between tube and label, with discrete use of foiling to create understated elegance that resembles that of the liquid.

The tube re-design is in high quality card instead of tin, which is lighter and has a more modern print substrate, less prone to scuff or dent. The emerald green colour also communicates the outdoor associations of the brand 'reconnecting' with the theme of peace and tranquillity. The predominant picture of the distillery gives credibility; however the mezzo-tint communicates age, supported by the established date beneath. Surrounding woodland enhances organic notes, supporting the Speyburn values. Finally the distillery manager's signature communicates authenticity, craftsmanship, pride, and rarity.

The new look of the range is not the only big news from Speyburn this month. Speyburn has just introduced Clan Speyburn, a members club for fans and enthusiasts. To sign up to the Clan consumers simply need to go to the clan area of the newly designed website and fill in the form. Membership offers the following benefits:

- A welcome pack including a 'Clan Speyburn' pin badge.
- A regular newsletter called 'The Gibbet', with exclusive insider news on what's happening at the distillery and in the local area where Speyburn comes from.
- Special offers, including exclusive limited edition bottlings, available to Clan Members only.

Speyburn Whisky Brand manager Pamela Stewart comments on the arrival of the new design and introduction of the 'Clan Speyburn' membership here:

"At Speyburn we are extremely proud of this new look which marks an exciting new chapter for the brand. The new packaging will help to secure continued growth across all our expressions including Speyburn 12 Year Old, Bradan Orach and our 25 Year Old. We are confident that this new look will appeal to modern customers while keeping the brand firmly in touch with Speyburn's rich heritage.
Clan Speyburn is an excellent way for fans of Speyburn to get even closer to the brand and gain unique benefits such as exclusive bottlings"

The re-design and introduction of clan Speyburn membership signifies the distilleries premium positioning as a leading Highland single malt producer.

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