A Contemporary Design for an Authentic Whisky

From: Packaging Strategies

The new William Grant Triple Wood whisky bottle has been redesigned with quality, distinction and authenticity in mind for the worldwide relaunch of its whisky range.

Ardagh Group (ardaghgroup.com) worked with William Grant and design agency, Here Design (heredesign.co.uk) to develop a contemporary bottle for the brand’s five whiskies: two triple wood editions and three cask editions.

The new bottle has a more modern, premium look and feel. The triangle shape is more distinctive with its wider footprint and shorter bottle, enhancing masculine cues. The Stand Fast banner embossing on the front and family crest embossing on the back of the bottle are sculpted to achieve more depth and detail.

“Achieving consistent glass distribution is more challenging with the wider design of the bottle. However, we managed to design and manufacture the new bottles at the same weights as the previous bottle designs, in 70cl, 75cl and 1 liter versions," said Ardagh Group Product Design Engineer, Asaf Mahmood.

Maria Ropero Ortiz, William Grant's global brand manager, says the new bottle design is exactly what the planned, as it satisfies the brand customers' desire for a pared-back contemporary design with some of the flamboyance and quality cues of the previous bottle.

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