Glenmorangie's new clothes

LVMH Moët Hennessy Louis Vitton-owned Glenmorangie distillery today unveiled a new packaging design for its core range of whiskies.

Glenmorangie's appearance is changing, and quite noticeably so. The different editions have gained labels and boxes with distinctive, differentiated colors, and the entire design has been greatly simplified. In fact, apart from minor details in the fine lettering describing the different editions, the only difference between the packaging of Glenmorangie 10yo, The Lasanta and The Quinta Ruban is the dominant color and shape of the irregular lines extending along the label and carton box. The new packaging is sure to be more eye-catching on store shelves, and the new design is clearly aimed at young consumers.

According to the manufacturer, the new packaging is designed to combine elegance, luxurious materials and a feeling of fun. Glenmorangie specialists make no secret of the fact that their main goal - aside from refreshing their image - is to attract new consumers, mainly those belonging to the younger generation.

The new packaging design has so far been met with mixed reactions. Among the "old cadre" there is no shortage of critical voices, accusing the brand of flattering cheap tastes, but there is no shortage of positive voices. How the new design will be received and whether it will actually live up to expectations - time will tell.

Glenmorangie in new packaging is expected to appear on store shelves gradually, along with new deliveries, as early as August.

Recently, a whole host of Scotch whisky brands have undergone a similar metamorphosis, and each time the reactions have been very similar, ranging from the extremely critical to those full of admiration. Among the whiskies facelifted in recent years were Glengoyne, Benromach, Glenturret or Benriach. In the case of the last two, the new layout was related to a change in brand ownership.


[26.07.2022 / photo: Glenmorangie]