Loch Lomond Whiskies goes for brand refresh

Loch Lomond Whiskies has unveiled a brand refresh complete with redesigned packaging across its domestic and Global Travel Retail single malt Scotch whisky ranges.

The new look packaging gives a more contemporary aesthetic alongside simple flavour descriptors. The restructuring of the portfolio will see Inchmurrin 12 year old and Inchmoan 12 year old under the Loch Lomond Whiskies brand, forming the heart of the range alongside Loch Lomond 12 year old.

Loch Lomond Original, Loch Lomond Classic, Loch Lomond 10 year old and Loch Lomond 18 year old complete the domestic portfolio. The company said a further three aged Loch Lomond single malts are due for release later in 2020.

“Our investment in this brand refresh allows us to better communicate this range of flavour profiles to consumers, as well as improving stand out of the Loch Lomond Whiskies brand, and celebrating our much-loved location close to the banks of Loch Lomond,” said John Grieveson, chief marketing officer.

The packaging retains the familiar stag icon and features a more prominent Loch Lomond brand name and age statement to increase visibility on shelf. The outline of the Loch Lomond has also been incorporated into the background of each gift box.