The new packaging for the triple distilled, Lowlands based brand, is said to have been introduced to not only encourage younger drinkers to share, mix and enjoy an Auchentoshan together, but to also appeal to urban consumers and city dwellers who might not have experienced the brand before.
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| Auchentoshan announces packaging refresh |
Commenting on the news, 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.”
Starting with its American Oak, Three Wood and 12 Year Old expressions, the new Auchentoshan packaging rollout will begin in November.
Posted by Steve Rush