Auchentoshan launches new brand design

Auchentoshan has launched a new brand identity as part of its new positioning to encourage younger drinkers to “share, mix and enjoy an Auchentoshan whisky together”.

The brand says it is looking to “step away from the traditional stereotypes of single malt” by encouraging the Glasgow-based whisky to be enjoyed in “new places”.

The new look for its range of single malt whiskies will be rolled out globally and seeks to “celebrate city living and the energy, diversity and culture that comes with it.”

“Auchentoshan is a whisky that knows the ins and outs of the city,” said Eileen Livingston, senior director of scotch whisky for Beam Suntory. “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.”