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Kentucky, Louisville, Benromach
Mon 22 Oct 2012
Glen Scotia‚Äôs New International Sales Growth Plan
A Whisky distillery that‚Äôs been based in the old ‚Äėwhisky capital‚Äô of Campbeltown since 1832 is forging ahead with major investment plans to expand its global operation.
The Glen Scotia Distillery, which distils the premium quality Glen Scotia single malt whisky, has undergone a series of capital improvements in recent years as part of a long term growth plan for the distillery itself and for the premium range of single malts being sold in the Glen Scotia range.
The Glen Scotia packaging has been redesigned with 5 new expressions (10, 12, 16, 18 and 21 year old ages) and is being launched internationally next month in around 15 countries. Opening orders are currently 141% ahead of last year‚Äôs 12 months‚Äô sales.
Leeds-based branding innovation specialists, Brand Britain, were chosen by Glen Scotia to develop the new packaging designs, working closely with Commercial Sales Director, Andrew Gray, and photographer Duncan Wood, in developing Glen Scotia‚Äôs new colour coated bottle designs. The new innovative premium packaging has been designed to cut across language barriers in most countries in the world, and stand out from other single malt scotch whiskies. Gray explained: ‚ÄúGlen Catrine is now developing plans to replicate their sales success in the UK in international markets and part of this process involved updating some of their brands packaging to make it more interesting and eye catching in other countries and cultures. The response to the mock up samples of Glen Scotia‚Äôs new packaging at the recent Whisky Live event in Taipei, the largest Whisky Live exhibition anywhere in the world, was very positive as consumers seemed to identify the highland cow and northern light skies as positive images of Scotland, and perfect symbols for the Glen Scotia brand name‚ÄĚ. He added: ‚Äúthe single malt sector is crowded with many brands; we had to produce something different and eye catching just to be noticed. We are confident the new packaging will allow us to introduce Glen Scotia‚Äôs exceptional whisky to a much wider audience now around the world‚ÄĚ.