Tuesday, April 10, 2018


Swedish whisky producer Box Destilleri, has announced that it is changing its name to High Coast Distillery, in a bid to avoid any confusion by consumers with the Scotch whisky maker Compass Box.

The board of directors of Box Destilleri, have announced plans to change the company’s name, effective from June 30th, following concerns by Compass Box of a possible brand collision.
Sweden's Box Destilleri announces plans to rebrand as High Coast Distillery

Following legal consultations Box Destilleri, has said that is shares Compass Box’s opinion that it would be inopportune for two whisky companies to operate under the name of Box. They have also said that Box Destilleri would have a slim chance in winning a brand-name dispute with a company which is now part owned by the drinks giant Bacardi.

Commenting on the news, Thomas Larsson, Box Distilleri CEO, said: “The name change links our brand and distillery yet more closely with the High Coast region and the fabulous place we live and work in. We see great market opportunities now that we’re more strongly tied to Höga Kasten and the unique values the place enjoys.”

The first rebranded High Coast bottlings, will be available from specialist retailers in the autumn.

Posted by Steve Rush