New design for The Glenlivet

The Scottish single malt whisky presents more modern, fresher and younger


Now and then a change in the design to hit the taste of the current time and to address to a new generation of customers – this is common in the whisky industry as well as in every other.

Pernod Ricard announced such a re-design that will affect both the labels of the bottles and the packaging in May and started the roll-out in the UK. Other markets have been following, from October, the new Glenlivet bottles will be available at German retailers as well.

Pernod Ricard describes the new appearance as "more modern, fresher, younger" and says: “‘We hope that the modern, yet timeless new look will appeal to our existing drinkers, but also invite those who are yet to discover single malt Scotch into the fold.’

Crystal clear bottles

The bottle shape is kept unchanged. The Glenlivet 12 Year Old, 15 Year Old and Founder's Reserve have been showing up in a tapered shape with the slightly raised bottle base for some time now, while the Glenlivet 18 Year Old still retains its tapering, but at the foot of the bottle unexposed shape. All editions of the standard range will appear in clear glass bottles in the future, so that we have to say goodbye to the classic green of Glenlivet 12 Year Old

Each Glenlivet gets its own color

Each edition got a special color code, which is reflected both in the bottle capsule, a part of the bottle label and the color of the bottle box. Fans of the Glenlivet 12 Year Old are at least be given the concession to maintain the green, but it is not quite the common bottle green, but a fresher, slightly lighter shade. A new and eye-catching element on the labels and packaging is an imprinted emblem showing Glenlivet founder George Smith. For the Glenlivet Founders Reserve, it is color-fitted, for the other three bottlings it is printed in gold.

Only the design changes, not the whisky

As with Glenfiddich's re-design, which we reported here recently, the Glenlivet re-design will only effect the exterior, but not the bottle content: according to Pernod Ricard, the whiskies themselves will not change.

Image: Pernod Ricard