McClelland’s Launches New Look Packaging

A significant move into the Taiwanese market marks further success for McClelland’s, the Morrison Bowmore owned, single malt brand. The brand is being sold exclusively through the upmarket chain ‘Drinks’. New packaging and brand support was introduced earlier this year and this, together with a targeted sales push, has resulted in a projected annual growth of over 10%, well ahead of current market trends.

February 2012: McClelland’s Single Malt Scotch Whisky is proud to unveil new packaging across its entire range –a premium gift box and a refreshed label which will be released in March 2012. This new high quality gift box is a refreshed look for McClelland’s, one of the top twenty single malts in the world, and marks a move away from the more traditional tube packaging. This exciting redesign follows a hugely successful 2011 performance with continued growth for the brand.

The changes underscore the excellent spirit quality and address consumer demand for a greater level of education on the taste experience of the famous whisky producing regions. McClelland’s adopts Scotland’s natural beauty to inspire and entice through a series of hand painted watercolour images. These modifications have been developed on new cartons that are completely recyclable, lowering the brands carbon footprint.

Kirsteen Beeston, Head of Brands Marketing at Morrison Bowmore Distillers, comments “The new gift box better represents the whisky regions of McClelland’s homeland which we know has enormous appeal to consumers. We are excited to be taking McClelland’s into this new era and we are confident this change will contribute to continued growth.”

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