Whyte & Mackay Blended Scotch Whisky has introduced a new look label aiming to boost its shelf appearance.
The new look - which is the brand's first label redesign in nine years - is still unmistakably Whyte & Mackay in appearance, but has a premium, fresh and contemporary edge that will increase stand out on shelf. Gold etching has been added around the label edges and the iconic double lions have been given a dynamic new look, which will give a more impactful visual appeal to consumers.
Highlighted on the bottle for the first time is 'Triple Matured', which is displayed along the bottom of the label. Research undertaken by the brand showed that this product truth was a key motivator for consumers as it not only gave the brand a point of difference in the category but helped to give them greater confidence in their whisky choice.
Whyte & Mackay global marketing director Steven Pearson said: "Insight from consumers triggered this redesign and their feedback on the new label so far has been overwhelmingly positive.
The new changes take crucial elements of Whyte & Mackay and strengthens their presence in the design. We believe this highlights our triple maturation process and gives the brand greater on shelf stand out in the crowded blended whisky category due to its fresh and contemporary design.
Whyte & Mackay has experienced double digit growth over the last three years and we intend to continue this momentum throughout 2015. Our new label is the first in a series of exciting initiatives that we look forward to unveiling this year."
The new bottles will appear in the UK on and off trade from May and are expected to be in full circulation by the end of the year, including all international markets and travel retail.
Image: Whyte & Mackay Blended Scotch Whisky has gone through first label redesign in nine years. Photo: courtesy of Whyte & Mackay.
