Auchentoshan ‘steps away from stereotypes’ with new branding

Beam Suntory-owned Scotch whisky Auchentoshan has updated its packaging design with the aim of encouraging younger drinkers to “share, mix and enjoy”.

Beam Suntory hopes the new branding will help Auchentoshan step away from "traditional stereotypes" of single malt Scotch whisky by taking the whisky to new places, including bars, offices and shared working spaces in cities across the world. The new packaging design, which will roll out globally, aims to capture how Auchentoshan is “born and raised in the city” of Glasgow. The new “bold" design”incorporates a city skyline, tasting notes and a focus on the brand’s “urban heritage”. Eileen Livingston, senior director of Scotch whisky for Beam Suntory at Auchentoshan, said: “Auchentoshan is a whisky that knows the ins and outs of the city. It is honest, innovative, disruptive and fun to be around. This is reflected within our bold new packaging design. We want to connect with a younger generation of drinker that would enjoy a more approachable, accessible and more experiential drinking experience of single malt.” “Auchentoshan is the urban city single malt whisky, unlike typical single malts. With our three copper stills, located right in the heart of Glasgow, we always pay homage to the city and bring to life the urban cityscape that is our home that we want to take to the world.” Earlier this month the Beam Suntory-owned Scotch whisky brand announced it was "shaking up" its travel retail offerings by replacing its Springwood and Heartwood Scotch whiskies with American Oak Reserve and Dark Oak, respectively.