French drinks group La Martiniquaise has updated the bottle design for its Label 5 Classic Black blended Scotch whisky.The bottle’s new label is said to enhance its “modernity and impact”, while the Label 5 coat of arms and the signature of master blender Graham Coull remain prominent. The new design retains its black colour with gold outlines. The shape of the bottle has also been adapted. “The objectives were to increase brand awareness and visibility with an assertive design and a two-part label,” said Nadege Perrot, international marketing manager for La Martiniquaise. “While [keeping] continuity with the previous version, this new revamped packaging fits perfectly in the Label 5 Scotch whisky range, and brings the brand in a new era.” Earlier this year, Label 5 partnered with five bartenders to create a series of cocktails inspired by UK cities. In 2018, the brand launched a new international marketing campaign centred around the idea of ‘group power’.