Edrington, has today announced a brand refresh and new name for its Naked Grouse blended Scotch whisky.
The new Naked Malt (40% ABV) which has a new contemporary design and comes in 100% recyclable packaging, is still comprised of the same blend of whiskies, that are finished for six months in first-fill (naked) Oloroso sherry casks.
The new identity is said to evolve and reinforce the brands quality credentials and reflect on its blend of single malts. The Naked Malt is also said to embrace its independent spirit and honouring the liquid by placing a first-fill sherry cask centre stage on the bottle.
Commenting on the news, Elaine Miller, Global Brand Controller at Naked Malt, said: “For our consumers, the whisky category can be difficult to navigate and bound with conventions they don’t want to be constrained by, so for us, it’s about making whisky more accessible. We want to give a new generation the freedom to try whisky their way, whilst providing the reassurance of a great quality, versatile liquid.”
She went onto say: “The new bottle design reinforces our ‘Naked’ cask story, and our ‘Naked’ bottle itself is stripped back because we want to liberate the whisky and let the quality shine through. We also took this opportunity to ensure that all packaging components are 100% recyclable, a key consideration for our consumers.”
The new Naked Malt bottles, will be available from existing Naked Grouse retailers from June.
Posted by Steve Rush