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.
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| Naked Malt |
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