Gruppo Campari has given its Forty Creek Canadian whisky the first packaging makeover in the brand’s history.The Italian drinks group acquired the Forty Creek Distillery and its flagship brand for €120.5 million in 2014, marking its entry into the Canadian whisky segment. Forty Creek’s new design aims to enhance the premium image of the brand and communicate its provenance, featuring a proprietary bottle, aluminium cap and embossing. The design is said to have been created with input from “Canadian whisky drinkers across the country”. New designs for Forty Creek Barrel Select and Copper Pot will roll out in the coming weeks, while new packaging for Forty Creek Cream, Spike Honey Spiced, Double Barrel Reserve, and Confederation Oak will launch towards the end of this year and in early 2018. “For Forty Creek, the new packaging was an opportunity to improve overall brand perceptions and to really communicate the premium quality in our range of whiskies,” said John Andersen, senior brand manager, North American whiskies at Gruppo Campari. “We were fortunate to be able to engage with both Forty Creek and Canadian whisky fans on a personal level at focus groups in Hamilton, Toronto, and Calgary. “Their feedback was instrumental in guiding the direction of our new packaging design. The result is something that is as special on the outside as the whisky is on the inside.” A new advertising campaign will accompany the packaging overhaul.