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Issue 132 - Tomatin The Rebrand

Whisky Magazine Issue 132
December 2015


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Tomatin The Rebrand

The softer side of the Highlands

Early in October, I was contacted by Tomatin and given an opportunity to have an exclusive on the complete rebranding of the Tomatin range, so I took the chance to spend the entire week up in Scotland. After a number of days on Speyside, I arrived in Inverness staying at the Kingsmills hotel where I was welcomed with a free dram of Tomatin 12 Years Old... an excellent introduction to the brand.

With only a short drive the next morning down the A9, I was met by Graham Eunson Distillery Manager, Jennifer Masson Marketing Manager and Gaynor Duthie from Genoa Black.

Established in 1897, Tomatin has a fascinating history. The distillery at one point was Scotland's largest single malt producing distillery, but in the darker times of the 1980s it faced liquidation. However, the distillery recovered and since then has gone from strength to strength. Over 80 per cent of their staff live in the grounds of the distillery, in purpose built homes erected to specifically house the distillery workers, with generations of the same family working side by side.

With a change in strategy, the brand has gained significant awareness over the past few years, and as part of this, Tomatin has decided that the time was right to reveal a new branding, packaging and identity for the brand.

As Graham Eunson explained, “As a production guy, it's quite strange for me to get excited about a marketing aspect to the whisky industry, but in the coming months we are going to be rebranding Tomatin i...

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