Glengoyne has been producing consistently high quality liquid since 1833.
As Scotland’s slowest distilled single malt, production is limited and driven by traditional values and processes. Due to a shortage of high quality stocks across the category, the market has seen a shift towards premiumisation and a trend of increased value over volume.
However, Glengoyne as a brand was very functional, lacking a story and ownable position. Its packaging was dated and complicated, with multiple typefaces and iconography and an overly conventional colour palette.
Ian Macleod Distillers recognised that in order to maximise the brand’s potential and compete against sophisticated brands it needed to reinvigorate Glengoyne’s hand-crafted luxury positioning and elevate it to a much more premium space in the market.
To create a clear, cohesive and singled-minded vision we used our unique Simple Truth approach to define the heart of the brand.
Glengoyne has stayed true to their founders' traditions, running the spirit through the stills slower than anyone else in Scotland. Drawing on their meticulous approach to whisky production we identified their key value — 'Worth The Wait’. We then had to refine the brand’s packaging to reflect the clarified positioning and establish it as a credible player in the premium malt whisky category.
Crucially we had to work with the existing bottle for cost and practicality reasons. We decided to retain certain key assets like the word-marque roundel as they had equity with the existing customer base and ensured evolution, important to the brand owners, not revolution. This was also critical to Robbie Hughes, the Distillery Manager, who strongly believes that the whisky he produces today would be clearly recognisable to his original predecessor in 1833.
The focus for the design team was to ensure that the craft, care and attention to detail that goes into the production of the whisky was reflected in every graphic asset we created for the brand. Glengoyne means ‘Glen of the Wild Geese.’ Throughout their lives, they care for only one mate, giving us the perfect analogy for the care taken over Glengoyne whisky. A new crest was designed by the team and crafted by Chris Mitchell, renowned for his excellence in this field.
Glengoyne’s rebrand facilitated growth across the board.
Sales volume increased by 34%, coupled with a 58% increase in sales value.
Gold Winner and Overall Winner: Best Packaging/ Repackaging of a Drinks Brand – TWFA Travel Retail Awards 2013
They needed to retain 180 years of tradition and use existing assets like our bottle, but pull us firmly into the 21st century; premiumising our price points and opening up new markets. Good have more than delivered on their promises.Iain Weir Marketing Director, Ian Macleod Distillers Ltd.