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New bottling for premium whisky

New bottling for premium whisky, William Grant & Sons, threebrand, Asia packaging, UK
SCOTLAND -
Premium spirits company William Grant & Sons has launched its new Ghosted Reserves in packaging that reflects the ghostly nature of the vattings, drawing on themes of opacity.

Part of William Grant & Sons Rare Cask Reserves programme, the ‘ghosted vattings’ will offer consumers the opportunity to access some of the rarest Scotch whisky stocks, from distilleries no longer in operation.

International creative design agency threebrand was commissioned to help with the Ghosted Reserves launch, with a remit to design both a label set and secondary packaging to complement the unique story of the Ghosted Reserves. Both were to be premium and tactile.

Malcolm Thomson, associate creative director at threebrand, said,  “A palette of grey tones was selected to reflect the ghostly nature of the vattings, drawing on themes of opacity.

“The typography used was clean and reminiscent of the era in which the distilleries, from where the whisky was sourced, were operating."

He continued, “The secondary packaging provided a tactile casing for the bottle, with a ribbon pull that gave way to a deep-set drawer and hand-applied labels.”

The first Ghosted Reserves release, a 26 year old, 42% abv, is a vatting of malt whisky from Ladyburn, a distillery on the site of Girvan that closed in 1975 and Inverleven, which closed in 1991.

Just 1,400 bottles will be released in global markets at a RRP of £300 for a 700ml bottle.

Deirdre Clarke-Glennon, Global Marketing Manager at William Grant & Sons, said, “We are delighted with the final Ghosted Reserves design.

“We feel the design is so impressive that we want to draw on its look and feel for the rest of the Reserves collection.”



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