Scottish Leader undergoes a 'premium push'

Scottish Leader is undergoing a ‘premium push’, Burn Stewart Distillers marketing manager Emma Henderson told DI.

Following 12 months of global consumer research, Scottish Leader has announced plans to release three repackaged variants and a new fourth, Signature.

Steven Sturgeon, Burn Stewart marketing director said: “It is a very exciting time for Scottish Leader. We had to be very clear about what the branding stands for and we needed to create brand new packaging.

“From October to two weeks ago we went from brief to pack. That is a very accelerated and ambitious project. It is quite a dramatic change.”

The product launch predates Distell’s £160m acquisition of Burn Stewarts in 2013.

“The packaging is vastly different from where we were. The look and feel will go across the four different expressions,” Sturgeon said.

Amsterdam-based company Cartils redesigned the tall round bottle to a leaner and taller one, replacing the stag with an eagle. “No one had an affinity with the stag,” Henderson added. “The bottle is befitting for the liquid inside. It is significantly taller than Walker.”

Burn Stewart said they want to be a million case brand by 2025.

The marketing director said: “The US isn’t off the table, but just further away. We are trying to get presence in markets and premiumise the standard category.”

Launched at Whisky Live in South Africa last week, Scottish Leader Original 750ml has a 139RRP and Scottish Leader Signature 750ml retails for R169.

The products will roll out in March 2015 and Rest of the World from April 2015 onwards.