Product review

Concept

As the world-wide demand for malt whisky grows, brands are fighting for top place. With a number of single malts recently undergoing brand makeovers, it was only a matter of time before Britain's most popular one would face its own redesign in the hands of luxury brand group LVMH. Hoping to strengthen Glenmorangie's position as a global player, the brand's redesign will play a huge part in its future success.

Packaging

The new pack has been sensitively redesigned to inject new life and personality to the brand. The bottle retains its traditional height, but with the addition of subtle, elegant curves, reminiscent of Cognac bottles. This unique, stylish bottle will become an important part of Glenmorangie's contemporary identity. The label is more stylised, projecting a sharper, fresher look yet retaining its recognisable orange glow. Another additional feature is the introduction of the 'Signet', a new emblem for the brand, loosely capturing the brand's heritage by taking inspiration from an ancient Pictish standing stone located near the distillery.

Positioning

The Glenmorangie brand is aiming to stretch its appeal to a wider audience of whisky drinkers, in the hope of emulating the success it has found in the UK, targeting the nouveau riche in the whisky markets of Asia and Russia. Everything about the new brand identity is geared towards launching Glenmorangie into luxury goods territory, from the fashion-like logo to the Cognac-inspired bottle. Even the whisky's variants, The Quinta Ruban, Nectar d'Or and LaSanta, have been given exotic-sounding names in keeping with the chic, upmarket image.

Pricing

The core product is the 10 Year Old, renamed Glenmorangie Original selling at £25.99 RRP. By keeping the price consistent, the brand is more likely to maintain its current consumer base as it strives for luxury status elsewhere. Glenmorangie has also revamped its extended lines as part of the rebrand with three expressions of the single malt finished in sherry, port, and Sauternes wine casks priced at £28.99, £29.99, and £35.49 respectively.

Overall

Although the Glenmorangie taste will remain unchanged, tweaks to the brand at an aesthetic level can still be enough to upset some consumers who no longer sympathise with the new direction. At the risk of losing some of the traditionalists who have been brand loyal over the years, the Glenmorangie redesign has the aim of identifying with new consumers overseas where the biggest opportunities lie. A balance has been struck between old and new. This is today's challenge for many well-established global brands that need to make their past thrive in the present.