The global Scotch whisky brand’s new packaging has been applied to three of its blends with the redesign of the fourth set to roll out in 2016
Diageo Scotch whisky brand, Buchanan’s, has introduced new packaging as part of a branding move for three of its four blends namely Buchanan’s DeLuxe, Buchanan’s Master, and Buchanan’s Special Reserve, with its Buchanan’s Red Seal variant set to follow in 2016.
One of the largest premium Scotch brands in Latin America, it has experienced a ten-year double-digit growth in the United States, while doubling its share over the past three years. Despite its success, the brand is updating its packaging to reflect the lifestyle of those who enjoy the brand and its modern positioning.
Founded in 1879 by James Buchanan, the new visual identity maintains a nod to its heritage and history, as it propels into the future with a more contemporary look featuring cleaner labels, distinctive bottle redesigns to unify the portfolio, and bolder presentation boxes. The facelift showcases the brand’s distinguished quality and imagery.
Several iconic trademarks will remain, like the uniquely-shaped bottles reminiscent of the water canteens used by British soldiers in World War I, the signature red seal representing its commitment to prestige. Also intact is the coat of arms engraved on the back which means: Hence the Brighter Spirit.
“Buchanan’s redesign reinforces our continued evolution as one of the world’s most premium Scotch whiskies. The packaging has been updated, but Buchanan’s’ unfaltering quality remains the same,” said Brian Cox, Director, Scotch Whisky North America of Diageo.
