Auchentoshan targets 'younger whisky drinkers' with new look

Auchentoshan targets 'younger whisky drinkers' with new look

Auchentoshan has unveiled new packaging for its core range expressions that aim to target millennial whisky drinkers

News | 28 Oct 2019 | By Christopher Coates

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Auchentoshan Distillery in Clydebank, Greater Glasgow, has begun the release of new packaging aimed at capitalising on the site's link with Scotland's most populated city. Famous for exclusively producing triple-distilled single malt Scotch whisky, this move is part of Auchentoshan's ongoing efforts to target 'millennial' whisky drinkers and sees the distillery's American Oak, Three Wood and 12 Years Old expressions all receiving a 'vibrant' facelift. The stated aim of the new packaging is to 'encourage younger drinkers to share, mix and enjoy an Auchentoshan together.'

This repack follows in the footsteps of the general tonal shift seen in the Auchentoshan brand since its former parent company, Morrison Bowmore Distillers, was slowly dissolved in the wake of owner Suntory's merger with Beam to create Beam Suntory in 2014. Since then, the brand's activities have mostly focussed on on-trade engagement through its 'Distilled Different' campaign, 'New Malt Order' bartender competition, and the release of its annual Bartender's Malt expressions, created by a panel of 12 of the world's most 'innovative' bartenders, in 2017 and 2018.

Eileen Livingston, Senior Director of Scotch Whisky for Beam Suntory, said: “We want to move away from traditional stereotypes that are connected with Auchentoshan and single malt by encouraging younger drinkers to share and enjoy an Auchentoshan cocktail with their friends. The launch of our bold packaging to reflect our urban positioning is the first step to doing this.”

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