A new chapter for Milroys of Soho

As whisky branding experts, creating a new identity for London’s oldest whisky specialist is a task to be relished.

Milroys of Soho was founded in 1964 by eccentric brothers Jack and Wallace Milroy, who are credited with bringing single malt scotch whisky to the masses through working with blend owners and encouraging them to supply their single malts. The store passed through a number of owners and was brought back into private independent ownership in 2014 by a young team of whisky fanatics.

We wanted the new brand to bring together Milroys’ place at the heart of the history of whisky with a fresh and modern twist, reflecting Milroys new owners; its location in the heart of Soho and its accessible expertise.

Included in this project was the launch of four new whiskies under the Milroys name. These were three single cask editions from well-known distilleries and one eight year-old blend. There is also a new look interior and shop front at Milroys’ Greek Street store, a brand new website and all other marketing materials.

Our flexible design will grow with the brand – whether that’s launching new whiskies or opening new stores.

Our new look perfectly captures what Milroys is all about. It’s modern, solid and beautifully crafted. The elements work together – as on our packaging – but also are beautiful independently”.

Simo, Owner and Executive Director of Milroys of Soho.