Whisky breaks with tradition

Möet Hennessy is relaunching its flagship whisky Glenmorangie with revamped packaging, range additions and a new marketing strategy.

The Broxburn-based firm hopes its plans will "attract new consumers, continue to grow sales and profits and ensure the long-term development of the brand".

The overhaul includes a move away from its traditional look with the introduction of a Cognac-style bottle shape, which will be on sale from September. A new emblem called the Signet will feature on all bottles and packaging, inspired by an ancient Pictish standing stone originally on the estate of Glenmorangie House.

The company has adapted the recipe of its core Glenmorangie 10 Year Old - which has been renamed The Original - to give it "more sweetness and depth", according to master distiller Dr Bill Lumsden.

Glenmorangie is also replacing its Wood Finish expressions with the Glenmorangie Extra Matured range of three single malts with Gaelic-inspired names - Lasanta, Quinta Ruban and Nectar d'Or.

They are aged for 10 years in bourbon casks then additionally matured in either sherry, port or French Sauternes barrels.

The Glenmorangie 18 Year Old and 25 Year Old whiskies will also be relaunched with their own bespoke identities. An international print campaign will be rolled out later in the year along with new trade and consumer tasting events.

Lumsden added that the company plans to increase production by 50 per cent in 2008 with the introduction of four new stills. There has also been investment in a new bottling operation at Glenmorangie's headquarters.