By honing in on Glengoyne’s history of being ‘unhurried since 1833’, the new packaging features an array of subtle design cues that are inspired by the distillery’s deep connection with time.
The new design showcases an updated illustration of its namesake goose and will be rolled out this month across the Collection, alongside special releases such as Legacy Series: Chapter Two and Cask Strength Batch No. 008, which also launch globally this month. Older expressions will be unveiled later on this year.
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.”
Glengoyne has gone the extra mile for this new chapter in the distillery’s history by working with a renowned conceptual artist and experimental philosopher, Jonathon Keats. His artwork, which features poems from some of the most celebrated young poets around the world, won’t be available to view immediately. Each of these poems will appear in its own time, all thanks to an innovative printing technique which fades away when it is exposed to ultraviolet light.
The poems will hang in the distillery for visitors to see, with a first layer of ink fading away slowly to reveal the poems beneath. A version of each will also be exhibited in the home countries of the poets from October, including at renowned whisky bars, The Brandy Library (New York), The Ubiquitous Chip (Glasgow) and J.D. Williams (Amsterdam) - creating a truly one-of-a-kind global exhibition.
“As everything becomes instantaneous, delivered next day, our appreciation of craft and time is diminishing.” Adds Katy. “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 fifty years depending on their exposure to UV light, encouraging a different interaction with the work and a greater appreciation of its craft.”