Ian Macleod Distillers has unveiled a new brand identity for its Glengoyne Scotch whisky range using 100% recyclable packaging and released the second expression in its Legacy Series.
The brand overhaul will see the Glengoyne range become fully recyclable, free of plastic and magnets, and locally sourced, with nearly all of the material coming from Scotland. The new design will be rolled out this month across the range.
The new identity will include an updated illustration of the brand’s namesake goose and subtle design cues inspired by the distillery’s association to time.
Katy Muggeridge, senior brand manager for Glengoyne, said: “Glengoyne has always chosen to take its time to do things the right way – for every minute other whiskies spend in their stills, ours spends three, all in the name of outstanding fruity flavour. This is the Glengoyne way and it’s why the same appreciation of time has gone into this rebrand.
“As one of Scotland’s greenest distilleries, it was extremely important to us that our commitment to sustainability was reflected in the new packaging, as well as giving us a platform to better connect our customers to the unique processes and people behind our award-winning whisky.”
Furthermore, Glengoyne has unveiled two new releases – Legacy Series: Chapter Two and Cask Strength Batch No 008.
Glengoyne Legacy Series: Chapter Two (48% ABV) celebrates the story of Glengoyne’s owner, the Russell family, and their link to time and tradition when experimenting with different maturation styles. The expression has been matured in two different casks – first-fill Bourbon casks and refill Sherry casks.
The Scotch whisky offers an “extravagantly fruity” nose, along with notes of pineapple, peaches, honeydew melon and a sprinkle of cinnamon. The first expression in the Legacy Series was released in February last year.
Meanwhile, Glengoyne Cask Strength Batch No 008 (59.2% ABV) offers hints of apple pie, peach, vanilla, nutmeg and white chocolate on the nose. The palate brings buttery toffee popcorn, banana, soft oak and fruit, with a long finish of summer fruits, digestive biscuit and kiwi.
Both expressions will launch globally this month in the new packaging, followed by older bottlings later this year.
Literary art project
To celebrate the new brand identity, Glengoyne has teamed up with conceptual artist and experimental philosopher Jonathon Keats on a literary art project that aims to “challenge the way consumers themselves engage with time”.
Keats’ art pieces will include poems from young writers including including Cat Hepburn and Jeda Pearl from Scotland, Courtney Peppernell from Australia, Alison Malee from the US and Martin Reints from Holland.
The poems will appear on the artwork through a printing technique that shows the text appearing at a slow pace and fading away once exposed to ultraviolet (UV) light. The works of art will be displayed at the Glengoyne Distillery and in the home countries of each poet from October.
“As everything becomes instantaneous, delivered next day, our appreciation of craft and time is diminishing,” said Muggeridge.
“Glengoyne Distillery has always valued the role time can play and its importance to our whisky making. That’s why for this special rebrand, we wanted to bring this idea of unhurried into a different world.
“These special pieces of literary art will appear when they are ready, likely anytime over the next two to 50 years depending on their exposure to UV light, encouraging a different interaction with the work and a greater appreciation of its craft.”