Edrington rebrands Naked Grouse whisky

The Macallan owner Edrington has debuted a new identity for blended malt Naked Grouse that aims to make whisky 'more accessible'.

The brand has been renamed Naked Malt and its bottle has been redesigned, but the liquid's recipe remains unchanged. The new, 100% recyclable packaging is embossed with a barrel, a reference to the blended malt's six months spent in first-fill oloroso Sherry casks.

Elaine Miller, global brand controller at Naked Malt, commented: “For our consumers, the whisky category can be difficult to navigate and bound with conventions they don’t want to be constrained by, so for us, it’s about making whisky more accessible. We want to give a new generation the freedom to try whisky their way, whilst providing the reassurance of a great quality, versatile liquid.

“The new bottle design reinforces our ‘Naked’ cask story, and our ‘Naked’ bottle itself is stripped back because we want to liberate the whisky and let the quality shine through.”

The name change and new look are the latest developments in the brand's evolving identity; in 2017, Naked Grouse changed its recipe from a blended Scotch to a blended malt.