Edrington Reveals New Packaging Design for Cutty Sark whisky

One of the primary objectives of the investment was to create a more contemporary signature yellow label with a revised clipper icon on a new shaped glass bottle to appeal in duty free and travel retail markets worldwide.

Oct 14 2011 --- The Edrington Group will use TFWA World Exhibition next month as the platform to unveil the first stage of a complete relaunch of Cutty Sark Blended Scotch Whisky.

Following its acquisition of Cutty Sark in April 2010, The Edrington Group, Scotland's leading international premium spirits company, will be investing over £100 million over five years to bring the brand right up-to-date.

The investment will include a new deluxe range including aged blends of Cutty Sark, a full packaging update and an expanded distribution plan that sees the brand enter new markets including global travel retail, South Africa, Russia, Turkey and Brazil, as well as returning to several other markets including the UK.

One of the primary objectives of the investment was to create a more contemporary signature yellow label with a revised clipper icon on a new shaped glass bottle to appeal in duty free and travel retail markets worldwide.

The new design, exclusive to global travel retail will be unveiled on the Maxxium Travel Retail stand at M53 in Green Village at TFWA World Exhibition from 19th to 23rd September.

Jason R. Craig, Cutty Sark Global Brand Controller, commented: “Cutty Sark is a well established brand in a number of global markets and we recognise it has huge potential to thrive in global travel retail. Our significant investment will allow Cutty Sark to be relaunched as a dynamic contemporary spirit with a strong brand heritage.”

With annual global sales of over 14 million bottles, Cutty Sark is one of the top ten best selling Blended Scotch Whisky brands in the world. As well as being one of the leading Scotch whisky brands in the USA, Cutty Sark already enjoys a strong market share in domestic markets in Spain, Portugal and Greece and has a loyal following in some travel retail outlets including Greece, Dubai, Puerto Rico, Uruguay and Argentina.