Auchentoshan unveils new identity to attract younger adults

Popular single malt brand Auchentoshan has been given a rebranding in an effort to appeal to younger consumers.

The Scotch producer is looking to step away from the traditional stereotypes of single malt by taking the whisky to new places and drinking occasions.

Auchentoshan is part of the Beam Suntory portfolio, so it sits alongside American whiskey brands like Jim Beam and Maker’s Mark that have managed to appeal to younger adults.

Eileen Livingston, senior director of Scotch whisky for Beam Suntory, said: “Auchentoshan is a whisky that knows the ins and outs of the city. It is honest, innovative, disruptive and fun to be around. This is reflected within our bold new packaging design. We want to connect with a younger generation of drinker that would enjoy a more approachable, accessible and more experiential drinking experience of single malt.

“Auchentoshan is the urban city single malt whisky, unlike typical single malts. With our three copper stills, located right in the heart of Glasgow, we always pay homage to the city and bring to life the urban cityscape that is our home that we want to take to the world.”