The Glenlivet is looking to change the way people think of single malts as well as open themselves up to a new generation of consumers.
In May, the scotch whisky brand delivered this new vision for their scotch via a bottle redesign. The new packaging challenges the historically traditional category by leveraging color to inject modernity. The well-known green glass bottle has been replaced with a clear bottle. Also, to celebrate the heritage of The Glenlivet, which means ‘smooth-flowing one’, a smooth-flowing curve has been introduced to the label to unify the collection. The Glenlivet 12-Year-Old and The Glenlivet Founder’s Reserve expressions are the first to undergo the modern transformation, followed by the rest of the core range.
The Glenlivet is also working with actress La La Anthony (“Power”) and fashion photography duo Inez & Vinoodh to launch creative initiatives this season. In support of the brand’s redesign, The Glenlivet has collaborated with Inez & Vinoodh to produce a “disruptive, visual approach that highlights the portfolio’s new modernized packaging and help bring a fresh perspective to the category.”
The scotch whisky brand recently teamed with La La for The Drop Shop: Mother’s Day Edition, an immersive Mother’s Day shopping experience by New Stand. This gifting pop-up featured a curated selection of Anthony’s picks that celebrate the mothers in our lives, in addition to The Glenlivet personalized labeling stations.
“I’m incredibly empowered by the work we’re doing at The Glenlivet to embrace the next generation of single malt drinkers,” said Sona Bajaria, Vice President of Marketing, The Glenlivet, Pernod Ricard USA. “As we inject this sense of modernity into a traditional category, we’re asking ourselves ‘why aren’t we talking about Mother’s Day?’ and thrilled to be inviting bold thinkers like La La Anthony to be part of these new perspectives as we push the category forward through Mother’s Day, Father’s Day and beyond.”
“For too long the perception has been that scotch is for men and only a gift for Father’s Day, but who says women don’t love scotch and want whisky this Mother’s Day?,” La La Anthony added. “We’re fortunate to be in a society where we can push change and celebrate powerful opinions and people. Working alongside The Glenlivet to be part of this movement is an empowering feeling and I’m proud to toast to all moms in the world driving change.”
