UK: Diageo unveils GBP5m repackaging for J&B
By just-drinks.com editorial team | 2 November 2007
Diageo has launched a GBP5m pack redesign for its Scotch brand J&B.
The global roll-out of the new look bottle is a step towards efforts to reposition the brand as "the world's party whisky", the company said.
The new bottle design has angular shoulders and clean tapered lines. The foot is more pronounced, the neck narrower, the shoulders raised and the eyebrow in synch with the label.
"The redesigned pack has a bolder more contemporary look that gives it extra bar and shelf stand-out", said Nik Keane, the global brand director of J&B. "The new pack highlights the brand's role as the ultimate party whisky with an edgy design that will appeal to party goers around the world. Working in synch with our global Start a Party campaign, it will help us achieve substantial growth for the brand during the year ahead."
The new label shape mirrors the bottle form and is reinforced by black, gold and white borders.
Sectors: Spirits
Companies: Diageo
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There are currently 3 comments on this article
Malaga John, your lad is right in that he gets more value for money drinking versatile, mixable spirits. I enjoy
those too, especially Cachaça based cocktails, as you know. But I also used to be able to drink imported Scotch
on the rocks often. Unfortunately the pressure of the small but conspicous nouveau riche consumers in new markets like China, Taiwan, India, has allowed the Scotch Whisky producers to increase their prices constantly while producing the same or less volumes. In traditional markets scotch whisky continues to decline and this is bad
news for the industry in the long run. They may be investing now (late) to meet the immediate increase in demand, only to find that five years from now they will be swimming in stocks again! In any event, if we say the brand in focus sells a million cases or 12 million bottles a year, they could reduce their price by 4e1p per bottle if they did not blow 5 million pounds to make minimal changes to the presentation, which I hardly expect will impress the younger generation at all...
Pedro Brazofuerte said at 11:39 pm, November 6, 2007
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